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ASF Logistics: The Human-First Freight Forwarder
How a $475M logistics firm leverages people over pure tech in a crowded market
In an industry drowning in automation, ASF Logistics is making a bold bet: the best logistics software is still a human being. With $475M in revenue and 1,035 employees, they're not a tech startup—they're a traditional freight forwarder reimagining itself around a 'human-first' philosophy.
"Technology is an essential enabler, but never a replacement for our human-first approach."
The Human Experience Edge
ASF's headlines read like a manifesto against robotic logistics: 'You're not just another box to us' and 'Discover an exceptional human experience in global shipping.' While competitors like Flexport bet on pure tech scale, ASF is doubling down on personalized relationships. Their 1,035 employees represent a massive operational overhead compared to leaner tech-forward competitors, but this is their moat—complex shipments requiring real-time human judgment, not just API calls.
The Traffic Paradox
Here's the contradiction: for a company with nearly half a billion in revenue, 2,653 monthly visits is shockingly low. Even more telling, 51.8% of their traffic comes from undefined sources—likely direct visits from existing clients. This isn't a growth story; it's a retention story. Their top keyword is simply 'asf' with 104K searches, suggesting a strong, existing client base that types them directly into browsers. They're not hunting for new customers through SEO; they're servicing a captive audience.
The tech stack tells a similar story of pragmatism over innovation. They're running jQuery, Bootstrap, and Tailwind CSS—modern but not bleeding edge. They use Google Analytics, Google Tag Manager, and Crazy Egg for optimization, but there's no evidence of the sophisticated AI-driven routing or real-time tracking dashboards that newer competitors boast. Their login portal sits at app.asflogistics.com, a straightforward access point rather than a feature-rich platform.
- Strong existing client relationships (51.8% direct traffic)
- Massive operational scale (1,035 employees for $475M revenue)
- Human-centric positioning in a tech-dominated market
- Niche specialization in complex compliance and brokerage
The Anti-Startup Logistics Play
ASF proves you don't need to be a unicorn to win—you need to keep your existing customers happy
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Meta Tags
ASF Logistics | International Freight Forwarder & Broker
ASF offers personalized & proactive global shipping solutions including ocean, air, land, & specialized logistics with seamless international trade compliance.
We are the Human Standard in Global Logistics. Founded in 1999, with a singular idea: to bring integrity and honor to the freight forwarding market. Today, we are a leader in global logistics and got here because we have stayed true to our core values.
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About asflogistics.com
ASF offers personalized & proactive global shipping solutions including ocean, air, land, & specialized logistics with seamless international trade compliance.
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Technology Stack
asflogistics.com uses 18 technologies across their website including Font Awesome, Google Fonts, HSTS, Webflow, and more.
Fonts
Font Awesome, Google Fonts
Security
HSTS
CMS
Webflow
Cloud & Hosting
AWS CloudFront, Cloudflare
Advertising
DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads
Analytics & Marketing
Crazy Egg, Google Tag Manager, Google Analytics
Traffic & Audience
asflogistics.com receives approximately 2.7K monthly visitors and ranks #5,824,620 globally. The website has a bounce rate of 39% with visitors viewing an average of 2.0 pages per visit. Users spend an average of 0:51 on the site.
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