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Transparency – Supply Chain Today


African Rainbow Capital Investments subsidiary, GemCap has acquired online transport management business Linebooker from Oceans Group (Pty) Limited. The investment being made by GemCap will provide a springboard to expand and grow the existing business and its digital solutions within the freight and logistics sector.

Linebooker, through its interactive mobile-friendly bidding platform provides customers with instant access to multiple pre-approved transport companies. This not only ensures the best price of the day, but also alleviates vehicle shortages over periods of high demand. The customer enjoys access to the Linebooker execution desk where a dedicated logistics coordinator oversees the execution of their load.

The transport industry is currently fragmented and not guided by pricing standards. This is further exacerbated by limited, or no transparency between customers and transport companies alike.

The opportunity presented by Linebooker is a real-time logistics application that efficiently and transparently matches trucks to loads.

The company was established in February 2017 as South Africa’s first commercial, online transport bidding platform and to date, has completed over 3 400 loads. Too reputable commercial transport companies have joined the Linebooker platform. Collectively, these transport companies have a truck complement of over 5 000 vehicles that essentially make up a ‘virtual fleet’ to meet customers’ transport demands within an hour of posting a load request.

Published By: Supply Chain Today