Why Freight Forwarders Are Choosing Transparent Pricing Over Legacy Models
Introduction
December 2025 marked an inflection point for freight forwarding software pricing. When WiseTech Global announced the transition of 95% of CargoWise customers to a new “Value Pack” model, the industry reaction was swift and vocal. The Loadstar reported “a level of agitation rarely seen around a software update.” The Journal of Commerce documented forwarders facing 20-50% cost increases.
But the reaction wasn’t just about the price increase. It was about the pricing model itself.
For years, freight forwarders have tolerated complex, variable, and often opaque billing from their software vendors. Per-transaction fees. Module add-ons. Hidden charges that appear unexpectedly. Invoices that require forensic analysis to understand.
That tolerance is ending. A growing movement of forwarders is demanding something different: transparent, predictable pricing that doesn’t punish growth or require a finance degree to understand.
1. The December 2025 Catalyst
On December 1, 2025, WiseTech Global transitioned the majority of CargoWise customers to a per-transaction pricing model called “Value Packs.”
| Before | After |
|---|---|
| Seat licenses + modules + fees | Per-transaction “automation fee” |
| Complex multi-line invoices | Single fee per shipment |
| Unpredictable monthly totals | Predictable… per shipment |
The Industry Reaction
“Unprecedented user unrest.” — The Loadstar, December 2025
Forwarders reported cost increases ranging from 20% to over 50%. The timing—announced October 31, effective December 1—gave little room for budget adjustments. Many felt blindsided.
But the deeper issue wasn’t the increase itself. It was what the change revealed about the power dynamics in freight software.
2. The Legacy Pricing Problem
Complexity by Design
Traditional freight software pricing often includes:
- Base subscription fees
- Per-user seat licenses
- Module-specific charges
- Transaction fees for certain actions
- Filing fees (ISF, AMS, AES)
- Cloud hosting fees
- Training and certification costs
- Support tier pricing
Each line item may seem reasonable in isolation. Together, they create invoices that require spreadsheets to analyze.
Unpredictability
“I’m scared to death every time I see a bill, I get a headache.” — Branch manager at a mid-size forwarder
When your software cost fluctuates based on transaction volume, filing counts, and module usage, budgeting becomes guesswork. A successful month (more shipments) becomes a more expensive month. Growth feels like a penalty.
Hidden Fees
The term “hidden fees” gets thrown around loosely, but in freight software it has specific meaning:
- Charges that only appear after certain actions
- Fees for features assumed to be included
- Cost increases buried in contract renewals
- Per-click charges that accumulate unexpectedly
When users avoid certain features specifically because they trigger additional charges, something is broken.
The Workaround Tax
Complex pricing drives workarounds. Forwarders use third-party tools for filing to avoid per-filing fees. They skip automation to avoid per-action charges. They underutilize features they’re paying for because using them costs more.
These workarounds have their own costs: third-party subscriptions, double-entry labor, integration complexity. The true total cost of ownership far exceeds the invoice.
3. What Transparent Pricing Actually Means
Transparent pricing isn’t just about having a published price list. It’s about a fundamentally different approach to billing.
| Element | Transparent | Legacy |
|---|---|---|
| Published pricing | Yes, on website | “Contact sales” |
| Pricing structure | Per-user or flat | Per-transaction + modules |
| Monthly variability | Low to none | High |
| All features included | Yes | Module-based |
| Filing included | Yes | Often extra |
| Training included | Yes | Often extra |
| Support included | Yes | Often tiered |
| Price lock | Often available | Rare |
The Core Principle: Your software cost should scale with your team size, not your success. Process 100 shipments or 1,000 shipments—your bill stays the same.
Why This Matters
- Budgeting becomes possible: You know what you’ll pay next month
- Growth isn’t penalized: More volume doesn’t mean more cost
- Full feature utilization: Use everything without fee anxiety
- Simpler accounting: One predictable line item
4. Why Vendors Resist Transparency
If transparent pricing is better for customers, why don’t all vendors adopt it?
Usage-Based = Higher Revenue Potential Per-transaction models capture more value from successful customers. When a forwarder grows, the vendor’s revenue grows automatically. This is great for the vendor’s economics, less great for the forwarder’s.
Complexity = Switching Costs Complex pricing with multiple integrated components makes switching harder. If you’re paying for 15 different line items that would each need to be replaced, leaving feels overwhelming.
Market Position = Pricing Power Dominant market position enables pricing complexity. When customers feel they have no alternatives, vendors can charge what the market will bear—and structure that charging however benefits them most.
5. The Market Shift
December 2025 accelerated a trend that was already underway: mid-market forwarders demanding better economics from their software vendors.
What’s Driving the Shift:
- Cloud-native alternatives: Modern platforms can offer simpler pricing because they have simpler cost structures
- Market maturation: Forwarders are more sophisticated buyers than they were 10 years ago
- Price sensitivity: Margins in freight forwarding are thin; software costs matter
- Competitive pressure: Vendors offering transparent pricing are gaining share
6. What to Demand from Software Vendors
Whether you’re evaluating new software or renegotiating with your current vendor, here’s what to ask for:
Pricing Transparency Checklist
Published pricing - Is pricing available on the website? - Can you get a quote without a sales call? - Are all pricing tiers clearly defined?
Predictability - What’s the maximum you could pay in any month? - Does price vary with transaction volume? - Are there overage charges?
Inclusion - What features are included in base price? - Is filing (ISF/AMS) included or extra? - Is training included or extra? - Is support included or tiered?
Protection - What’s the price increase history? - Are price locks available? - What notice is required for increases? - What are contract exit terms?
Red Flags
- “We’ll need to do a discovery call to discuss pricing”
- “It depends on your usage patterns”
- “Base price plus transaction fees”
- “Premium support tier required for X”
7. Transparent Pricing in Practice
Let’s compare how different pricing models work for a 20-person forwarder processing 400 shipments monthly.
Model A: Per-Transaction
| Component | Calculation | Monthly Cost |
|---|---|---|
| Base fee | Flat | $1,000 |
| Automation fee | 400 x $15 | $6,000 |
| Filing fees | 400 x $3 | $1,200 |
| Total | $8,200 |
If volume grows to 500 shipments: $10,000/month (+22%)
Model B: Per-User (Transparent)
| Component | Calculation | Monthly Cost |
|---|---|---|
| Software | 20 users x $200 | $4,000 |
| Filing included | — | $0 |
| Training included | — | $0 |
| Total | $4,000 |
If volume grows to 500 shipments: $4,000/month (+0%)
The math is stark. Per-user pricing rewards growth. Per-transaction pricing taxes it.
8. Making the Shift
If you’re currently on a complex pricing model and considering alternatives:
Step 1: Calculate Your True TCO Don’t just compare invoice amounts. Include third-party tools, double-entry labor, training costs, IT support.
Step 2: Project Future Costs Model your costs at current volume AND at 25-50% growth. How does each pricing model behave when you succeed?
Step 3: Evaluate Alternatives Look for vendors offering per-user or flat monthly pricing, all-inclusive feature access, published pricing without barriers, and price lock options.
Step 4: Make the Business Case Frame the decision in terms of monthly cost savings, budgeting predictability, growth enablement, and total cost of ownership reduction.
The Bottom Line
The December 2025 pricing changes didn’t create the demand for transparent pricing. They accelerated it.
If you’re tired of:
- Invoice anxiety
- Unpredictable monthly costs
- Being penalized for growth
- Complex billing that requires spreadsheets to understand
You now have options. The vendors who win the next decade of freight forwarding software will be those who treat pricing as a feature, not an extraction mechanism.
Transparent pricing isn’t just better for customers—it’s better business.
Next Steps
Want to see what transparent pricing looks like?
No “contact sales” required. No discovery calls. Just clear, published pricing you can evaluate on your own terms.
Ready for a conversation? Schedule a Demo →
Related Resources:
- CargoWise Pricing 2025: Understanding the New Model
- The Complete Guide to CargoWise Alternatives
- Learn more about our freight forwarding software with transparent pricing.
Last updated: February 2026
