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BigRoad: The Silent Giant in Fleet Compliance
How a 68-person team built a $20M+ ELD business without the hype
In an industry obsessed with AI and blockchain, BigRoad quietly dominates electronic logging with 13,410 monthly visitors and $20.1M in revenue. They don't chase trends—they enforce them.
"They're not building a product; they're building a compliance necessity that fleets can't operate without."
The Driver-First Philosophy
BigRoad's 3.2/5 Trustpilot rating tells a story of friction, but their core insight is unshakeable: drivers don't choose ELDs, compliance does. With 'bigroad login' generating 220 monthly searches, they've created a captive user base where convenience isn't optional—it's mandated. The 52% direct traffic proves their brand sticks in a market where most competitors fight for organic discovery.
The Revenue-Per-Employee Math
At $20.1M revenue with 68 employees, BigRoad achieves ~$295K revenue per employee—exceptional for a hardware-adjacent software business. Compare this to typical SaaS benchmarks of $150-250K, and you see a lean, efficient operation. They're not burning VC cash on growth; they're extracting value from a captive market where switching costs are astronomically high.
The tech stack reveals a pragmatic approach: jQuery, Bootstrap, and Tailwind CSS coexist—a sign of iterative development over a decade, not a greenfield rewrite. Vite powers the frontend, suggesting modern tooling layered on legacy foundations. This isn't a startup chasing the latest framework; it's a business that ships code to serve drivers who need reliability, not innovation.
- FMCSA registration as core moat: Compliance isn't a feature, it's the product
- Fleet Complete acquisition: Strategic consolidation in fragmented ELD market
- Driver-centric branding: 'Built for Drivers' isn't marketing—it's survival
- Direct traffic dominance: 52% shows brand equity in a transactional market
The Unsexy Billion-Dollar Playbook
BigRoad proves that in regulated industries, boring is profitable. They don't need 100K monthly visitors—they need the right 13K who must comply.
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https://bigroad.com/wp-content/uploads/2023/07/BigRoad-logo-with-FC_Logo-Colour.png
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FMCSA Registered ELD And Fleet Management Solutions | BigRoad
BigRoad - A Fleet Complete Company, Specializes In Electronic Logging Devices (ELD) For Compliance. FMCSA Registered, Award-Winning And Built For Drivers.
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bigroad.com
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Reviews (1)
Zero stars
Zero stars. I've never done business with a more incompetent business in my life. A business that doesn't know it's own products and then makes the end user pay for that incompetence. I decided to go with Fleet complete/Big road eld in May of 2021. Couple days later I received the devices but to my surprise and the installer that Fleet complete sent, the wrong cables were sent for both devices. I alerted my representative at fleet complete and he said he'd get the right cables sent. This event repeated itself for a week. I would receive a box of wrong cables every 2 days. Fleet complete's installer gave up and stopped answering my calls when the next box would arrive. I had to stop operations as I'd already ran 8 days of paper logs, thus resulting in 3 days of lost revenue. I knew immediately I had selected the wrong company to partner with for my ELD needs and began searching for a company that did know their own products, would answer the phone when my drivers or myself had an issue. Once I switched I contacted fleet complete to let them know I would be cancelling my service as they hadn't done what they said they would do, ie provide service. ( not to mention the lost revenue). Fleet complete will not allow me to transfer and will continue to debit my account monthly, at an incorrect amount mind you... BUYER BEWARE, DO NOT PURCHASE FLEET COMPLETE OR BIG ROAD ELD UNLESS YOU LIKE DOWN TIME AND LOSING MONEY.
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About bigroad.com
BigRoad - A Fleet Complete Company, Specializes In Electronic Logging Devices (ELD) For Compliance. FMCSA Registered, Award-Winning And Built For Drivers.
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Technology Stack
bigroad.com uses 19 technologies across their website including YouTube Embed, Font Awesome, Google Fonts, PHP, and more.
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Font Awesome, Google Fonts
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Traffic & Audience
bigroad.com receives approximately 13.4K monthly visitors and ranks #1,206,158 globally. The website has a bounce rate of 35% with visitors viewing an average of 5.9 pages per visit. Users spend an average of 6:19 on the site.
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