CASE STUDY
A freight brokerage running carriers, loads, clients, and deals in one Attio workspace.
Tetrix Transport is a US-based freight brokerage. Before the engagement, the team had no system of record — leads, carriers, loads, and deals lived across inboxes, spreadsheets, and disconnected tools. We rebuilt their commercial operation around Attio with three custom objects, integrations into their inbound and outbound stack, and a layer of automations and AI agents that tell each operator what to act on every day.
- CLIENT
- Tetrix Transport
- INDUSTRY
- Freight brokerage
- GEOGRAPHY
- United States
- STACK
- Attio, Typeform, Apollo, Instantly.ai
CLIENT01STARTING CONDITIONS
No system of record. Leads slipping. No visibility into what each rep was doing.
- No central tool to store carriers, shippers, loads, or deal history. Information lived in inboxes, spreadsheets, and individual reps' heads.
- Inbound leads from the website and outbound channels were not consistently captured, so opportunities were lost simply because no one followed up.
- Operations and sales used separate tools that never spoke to each other, which forced re-keying and made cross-team reporting impossible.
- Leadership had no way to see what each employee was working on, where deals were stuck, or which accounts needed attention.
02SYSTEM DECISIONS
Attio as the single source of truth, with three custom objects modelling how a brokerage actually runs.
- We chose Attio because the data model is flexible enough to represent a brokerage's real entities — not just generic CRM contacts and companies.
- Three custom objects were designed and built: Carriers, Loads, and Deals, alongside Clients. Each object carries the attributes the team uses to make decisions, with the relationships between them modelled explicitly.
- Inbound and outbound channels were unified into Attio so every lead, reply, and conversation lands in the same workspace the team works in.
- Automations and AI agents were added on top of the data model so reps are told what to do next, instead of having to remember.
STACKTOOLS WIRED TOGETHER
One workspace, four systems, every record in sync.
AttioSystem of record
TypeformInbound capture
Apollo
ApolloOutbound data
Instantly.aiOutbound email
03BUILD
Custom objects, integrations, and AI agents — wired together so the system works without the team.
- Custom objects: Carriers, Loads, Clients, and Deals — each with the attributes the team uses to qualify, prioritise, and act.
- Typeform integration: inbound enquiries from the website land directly in Attio as structured records.
- Apollo integration: outbound prospect data flows into the workspace so sales activity and pipeline live in the same place.
- Instantly.ai integration: outbound email sequences are connected to deals and contacts so replies update the right record automatically.
- AI qualification agent: every new company is auto-qualified against the team's ICP, with reasoning stored on the record.
- Duplicate-deal automation: when a deal is created that overlaps an existing one, the responsible user is notified before work duplicates.
- Stalled-deal automation: deals with no activity for 14 days surface to the owner so nothing goes cold quietly.
- Daily AI support agent: every morning at 08:00, each Attio user receives a personalised message listing the deals that need action, what state each deal is in, and what to do next.
PROOF · 08:00 DAILYTHE DAILY AI SUPPORT AGENT
Every operator opens their inbox to a ranked list of deals that need action today.
For each deal the agent states the situation — stage, days idle, value, risk — and a concrete action. No dashboards to open. No pipeline review to schedule. The system tells the team what to do.
04OUTCOME
One workspace for the whole brokerage — and a daily plan delivered to every operator.
- The team now manages carriers, loads, clients, and deals in one place, instead of switching between spreadsheets and inboxes.
- Inbound and outbound leads are captured automatically and routed to owners, removing the main source of lost opportunities.
- Reps start each day with a clear list of what to act on, why, and what state each deal is in — generated by the daily AI support agent.
- Leadership has visibility into pipeline, activity, and ownership without asking — the data is in the system, not in someone's head.
- The engagement recently went live; quantitative impact will be added to this page as the team operates on the new system.
Want a system like this for your team?
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