Gmail for freight brokers. Carrier emails triaged and FMCSA scored — without handing over your inbox.

The case for a Gmail-first approach

Every TMS integration page on this site eventually points to the same root problem: carrier replies land in Gmail, not inside the TMS. Load posted in Tai, McLeod, Aljex, Tailwind — it does not matter. The email address on the posting is the broker's Gmail. The replies come to Gmail. That is where the work actually happens.

Building Keelway on top of Gmail directly — rather than inside a specific TMS — means the product works for every broker regardless of what TMS they run, including the large percentage of small brokerages that run no TMS at all. A broker running on a spreadsheet and Gmail gets the same carrier triage and FMCSA trust scoring that a broker on McLeod gets. The only difference is that the McLeod broker also gets write-back into the TMS record.

The reply address is the foundation of every Keelway deployment. TMS write-back is an optional layer on top. If you are on a spreadsheet today and plan to add a TMS in 12 months, you can start using Keelway now and add the TMS integration later — the same address and the same ranking history carry forward.

Zero rip-and-replace. Your inbox stays exactly as it is.

The most common objection to adopting new tooling in a brokerage is the workflow disruption. You have been using Gmail for years. You know where everything is. Your replies are in threads. Your team shares labels and forwards things. Any tool that asks you to move email somewhere else, switch to a dedicated broker inbox, or abandon Gmail for another interface is a tool that adds friction before it adds value.

Keelway adds nothing to Gmail, because Keelway is not in your Gmail. There is no add-on to install, no OAuth screen, no read permission, and no label written into your mailbox. The only thing that changes is the contact address on your load postings, so the carrier flood routes to Keelway instead of to you. The thread you sent at 9am is still in Sent. The forwarded chain from your shipper is still where it was. Nothing moved — and nothing was read.

What changes is that you also have a triage view open in another tab where the ranked carrier list is already built by the time you look at it.

For brokers running on a spreadsheet and Gmail

A significant share of freight brokerages — particularly in the $500K–$5M revenue range — run operationally on a spreadsheet and Gmail. A TMS is a sensible next step, but not every operation needs one on day one. The broker who runs 10–30 loads per week, has two or three trusted shippers, and manages carrier relationships from a single Gmail account is a legitimate, profitable operation that existing freight software mostly ignores.

Keelway works for that operation without modification. No TMS to configure, and no integration to set up at all — you change one field on your load postings. The triage view becomes the load management surface for carrier selection. The spreadsheet stays for tracking margins, shipper billing, and anything else the broker tracks today. Nothing about the existing operation has to change.

• Post a load to DAT or Truckstop with your Keelway reply address as the contact.
• Carrier replies arrive there instead of burying your own inbox.
• Keelway reads them in the background, extracts the rate, checks the MC, and ranks the top five.
• You open Keelway, look at the ranked list, call back the top carrier, and confirm.
• You update your spreadsheet as you normally would. Keelway does not touch the spreadsheet.

When you are ready to add a TMS, you add the TMS integration. The reply address and the ranking history carry over.

What Keelway actually does

Multi-broker Gmail operations

If your brokerage has more than one broker, each broker gets their own Keelway reply address and posts loads under it. Loads and replies are scoped to the broker whose address the carrier answered. A broker manager can see across all of them in the team view — useful for spotting flagged carriers or reviewing ranked lists before brokers confirm.

This works for teams that run on individual Gmail accounts even if you also have a shared company inbox. Keelway never touches either one. The split lives on the load posting, not in your mailbox, so adding or removing a desk is a posting change and not an IT ticket.

Gmail + Keelway vs. building a custom inbox filter

Brokers often try to manage carrier reply volume through Gmail filters — labeling emails from common carriers, starring quotes, using multiple inboxes. This works at low volume. At 30–50 replies per load across 5+ active loads, filters break down because carriers reply from ad-hoc addresses, paste rates in inconsistent formats, and sometimes forward from a colleague's account. No Gmail filter distinguishes a double-broker from a legitimate carrier.

Keelway reads the content of the email, not just the sender address or subject line. It extracts rates from unstructured prose, catches MC numbers embedded in email signatures, and cross-references those MCs against live FMCSA data. That is not something Gmail filters can do, and it is the core of why carrier-email triage produces measurable time savings.

Path to TMS write-back when you are ready

If you add a TMS later, Keelway TMS integrations are available for Tai, McLeod, Aljex, and others. Adding a TMS integration to an existing Keelway account takes less than a day of setup. Your ranking history, carrier trust scores, and calibrated weights carry over. Your reply address does not change.

For the full Keelway capability set, see Carrier Email Automation. For a direct comparison with Parade, see the Parade alternative page. For brokers evaluating the broader product, the Brokers solution page covers the full decision context. Pricing is on the pricing page.