How much does Fura cost?

No public software pricing; as a freight brokerage, Fura provides upfront and transparent per shipment freight rates via quote, with no contract to onboard. Platform and service pricing is arranged directly.

What are the best alternatives to Fura?

Based on documented capability coverage across the Agentic Index 14 point taxonomy, the closest alternatives to Fura among enterprise operations agents are Humanly, Kyrok, Mandel AI, Chargezoom. Each is graded on the same public evidence, and no vendor pays for placement.

Does Fura give you tracing and observability into agent runs?

Partial under the Agentic Index verification standard. Fura publishes some public evidence of logging or observability, but narrower than full tracing and auditability across agent runs. Evidence basis: Operational reporting, no agent record. Surround's real-time shipment location, status, condition and documents are visibility of the customer's freight, which is the product. Exception detection and management with automated reporting give. Graded from public evidence only against the Agentic Index 14 point capability taxonomy. No vendor pays for placement.

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Fura

Q: Who is Fura for?

shippers, carriers, freight brokerages, 3PLs

Also known as: Fura Logistics, Surround, Donna, Fura Pulse

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Enterprise operations agentindependentVerified 2026-09-07

Entry priceNo public software pricing; freight is priced per shipment with upfront, transparent quotes, and no contract to onboard.Full pricing detail

AI powered freight brokerage platform whose agents automate pricing, carrier sourcing, booking, and appointments, with real time shipment visibility through its Surround product.

Fura is an AI powered logistics platform and freight brokerage network that automates the repetitive work of freight brokering and consolidates independent brokerages onto a shared automation platform. Its AI agents handle manual work across the freight lifecycle: automated pricing, automated carrier sourcing and booking (including the AI Carrier Sales Agent Donna), quote automation, appointment setting, and an AI Bidding Bot that works inside TMS systems and email. The end to end platform lets teams quote, tender, plan, ship, and bill while tracking every load in real time.

Surround, Fura's visibility product, leverages driver apps, ELD connections, and third party apps to monitor each shipment in real time, surface documents, and manage exceptions automatically for shippers, their vendors, and their customers, through both login and no login experiences. Fura Pulse adds analytics. Customers report material gains such as higher on time delivery and large drops in shipment status inquiries. Fura pairs experienced brokerage operators with this automation so acquired teams can grow their book of business without adding incremental cost.

Vendor details

Canonical URL

https://fura.com

Funding status

Raised $7M in seed funding (2021). Revenue grew from $18M to $36M in 2025 with a ~$50M run rate, cited at 541 percent three year growth. Executing a roll up strategy with acquisitions including Chaos Logistics, AOK Freight, Organized Transport, Pinwheel Logistics, Barton Logistics, and LG Logistics. Founders include CEO Phil (a digital freight brokerage founder) and CRO/CIO Jeff Dangelo (founder of Turvo); team from Amazon, Google, Uber, TQL, and Turvo.

Company status

independent

Use cases & customers

Primary use cases

freight brokerage automationautomated carrier sourcing and bookingAI freight pricing and biddingreal time shipment visibilityexception management

Target customers

shipperscarriersfreight brokerages3PLs

Deployment options

SaaS

Integrations

Surround integrates driver apps, ELD connections, and third party apps for real time shipment visibility, and the AI Bidding Bot automates within TMS and email. The platform connects shippers, carriers, and their vendors and customers.

Sources & related URLs

Research sources

https://fura.com/ https://fura.com/about https://fura.com/shippers https://fura.com/acquisitions https://fura.com/newsroom/fura-acquires-barton-logistics https://www.freightwaves.com/news/ai-powered-broker-fura-announces-latest-acquisition

Agentic Index coverage score

4.5 / 14 capabilities · 32%

Integrations & Tool Calling	Full
Surround integrates driver apps, ELD connections, and third party apps for real time visibility, and the AI Bidding Bot automates work within TMS systems and email, connecting shippers, carriers, and their vendors.
Workflow Orchestration	Full
The platform runs the end to end freight lifecycle (quote, tender, plan, ship, bill, track) and coordinates multiple AI agents that automate pricing, carrier sourcing, booking, appointment setting, and bidding across the brokerage workflow.
Knowledge Grounding & RAG	Partial
AI powered pricing and the Fura Pulse analytics platform ground decisions in freight and shipment data. No retrieval augmented generation or knowledge base is documented.
Human Oversight & Guardrails	Not documented
No customer-facing review, approval or guardrail surface is documented. Fura's experienced brokerage teams run day-to-day operations while AI automates the repetitive work, but that is the vendor's own staff overseeing the vendor's own agents, not a control the customer holds; the shipper sees Surround's visibility, not a gate over agent actions. SourceFura, fura.com pagesread 2026-09-07
Security, Identity & Governance	Not documented
No attestation, trust surface, identity control or governance feature is published for a brokerage that moves five thousand shipments monthly. SourceFura, fura.com pages and proberead 2026-09-07
Observability & Auditability	Partial
Operational reporting, no agent record. Surround's real-time shipment location, status, condition and documents are visibility of the customer's freight, which is the product. Exception detection and management with automated reporting gives transparency over the service's own running, and Fura Pulse adds the analytics layer. No audit log, trace or per-action record of what Donna, the Bidding Bot or the tracking bot did and why is documented anywhere. SourceFura, fura.com Surround and Pulse pagesread 2026-09-07
Memory & State Persistence	Not documented
No memory layer is documented. Shipment records, customer and carrier relationships and pricing history are the application's own data model, the brokerage's operating record rather than a remembered state. No memory with a stated scope and lifetime, no per-agent memory and no learning that changes what the agents may do on their own is documented anywhere. SourceFura, fura.com pagesread 2026-09-07
Deployment & Data Residency	Not documented
Cloud SaaS with no documented location or choice. No residency claim, region list, customer environment option or selection surface is published, and there is no trust, privacy or legal page. SourceFura, fura.com pages and proberead 2026-09-07
Prebuilt Agents / Templates / Packs	Partial
Ships a set of prebuilt freight specific AI agents and bots: the Donna carrier sales agent, an AI Bidding Bot, and an AI shipment tracking bot. There is no user composable catalog of templates or packs.
Triggers & Channel Coverage	Full
Real time tracking via ELD and driver app signals drives event driven exception detection and management, the AI Bidding Bot is triggered through email and TMS, and stakeholders receive automated updates and reporting.
Model Flexibility & Routing	Not documented
No customer selectable model or multi provider routing is documented.
APIs / SDKs / MCP Extensibility	Not documented
Nothing documented lets an outside caller drive Fura's platform. Its integrations with third-party apps, TMS and ELD systems are the platform reaching out to other systems, and no API, SDK, developer portal or MCP surface is published; no open API is even claimed. Freight Trust Corp's GitHub and Cargado's freight API documentation belong to different companies. SourceFura, fura.com pages and proberead 2026-09-07
Testing, Debugging & Optimization	Not documented
No agent testing, evaluation harness, or optimization tooling is documented.
Browser / Computer-use	Not documented
The AI Bidding Bot works inside TMS systems and email, but whether it operates TMS user interfaces directly or works through integrations is not stated; as documented, automation runs through platform workflows, integrations and email, and no browser or computer use is described. Press descriptions of agents working via email, text and phone describe channels, not computer use. SourceFura, fura.com pagesread 2026-09-07

The Agentic Index coverage score grades every vendor Full, Partial or Not documented against the same 14 buyer facing capabilities, from public evidence only. Each capability links to how all vendors in the index score on it. How this evidence is graded

Pricing

No public software pricing; freight is priced per shipment with upfront, transparent quotes, and no contract to onboard.

per shipment freight rate (usage)

Cost watchouts

Cost is dominated by per shipment freight rates, which vary by lane, mode, and market. Concierge service and platform access are bundled into the brokerage relationship.

Variable cost rationale

Cost tracks per shipment freight rates and shipping volume, which dominate total spend and vary with lane, mode, and market conditions.

Sales call required

Mixed (some tiers require a call)

Free / trial

No free tier; onboard with no contract, pay per freight move

Lowest paid plan

Not public; per shipment quote

Key ambiguities

No public rate card. As a brokerage plus platform, pricing is per shipment freight cost rather than a software subscription, and specific terms are quote based.

Agentic Index verified 2026-09-07

Official pricing page

Related vendors

Alternatives to Fura

The closest documented capability profiles to Fura among enterprise operations agents tracked by Agentic Index, ordered by similarity on the same 14 point evidence the rankings use. No vendor pays for placement.

Humanly5.5 / 14Adds documented Human Oversight & Guardrails
Kyrok6.0 / 14Adds documented Human Oversight & Guardrails
Mandel AI5.0 / 14Adds documented Human Oversight & Guardrails and Security, Identity & Governance
Chargezoom5.5 / 14Adds documented Security, Identity & Governance and APIs, SDKs & MCP Extensibility, among others
11th Estate4.0 / 14Adds documented APIs, SDKs & MCP Extensibility
Casca5.0 / 14Adds documented Human Oversight & Guardrails and Security, Identity & Governance

Similarity is computed from each vendor's Agentic Index coverage score evidence, axis by axis, not from the totals. How this evidence is graded

Compare Fura with other vendors →Compare all enterprise operations agents →See where Fura ranks →

Data confidence: high

Head to head

Fura vs Optimal Dynamics