GenLogs: Seeing the Road Clearly

Every year, $791 billion worth of goods move across America by truck. But despite this massive scale, freight logistics still runs on a surprisingly fragile foundation. Trucking capacity is sourced manually through outdated load boards that lack visibility into real-time truck locations and available routes. This results in time-consuming and costly manual matching between shippers and carriers. The limited visibility also creates opportunities for cargo theft and fraud – and by the time these issues are detected, it's often too late to recover the goods.

The core pain point here is the lack of ground truth. Brokers, insurers, shippers, and regulators are forced to make high-stakes decisions without a real-time view of what’s actually happening on America’s highways. As freight markets reset under pressure from tariffs and market pressures, the cost of operating blind has never been higher. Teams need to see real trucks moving in real lanes to be able to price accurately, source capacity faster, reduce risk, and win business.

Until recently, that level of visibility simply didn’t exist. GenLogs changes that.

Under CEO and Co-Founder Ryan Joyce, GenLogs has built a nationwide road sensor network; a dense network of cameras placed strategically near major highways, paired with proprietary computer vision models that transform raw imagery into actionable intelligence. The breakthrough isn’t the cameras themselves, but what runs on top of them: machine learning models capable of identifying carriers, equipment types, and lane behavior in real time, even as vehicles move at highway speeds. This creates a dataset that has never existed before. GenLogs is not incrementally improving logistics software; it’s creating a new visibility layer for the physical economy.

Ryan brings nearly two decades of experience in the US intelligence community, where verifying identities and aligning claimed information with physical reality was mission-critical. That mindset – how to collect unstructured signals and validate truth – is embedded in GenLogs’ DNA. He’s joined by co-founders, Blake Balch and Joe Sherman, with backgrounds in the U.S. Intelligence Community and large-scale data science, marking a rare combination of national-scale surveillance experience and commercial execution. Together, the team operates from one simple truth: efficiency, trust and security all begin with visibility.

That combination of a category-defining product and a team uniquely equipped to uncover ground truth is why we’re partnering with Ryan and the GenLogs team on their Series B.

GenLogs is accelerating investment across four fronts: expanding its sensor network to deepen national coverage, scaling its go-to-market organization, embedding its data directly into customer workflows, and unlocking a massive new shipper opportunity with a physical and digital identity system designed to combat fraud at ports, warehouses, and yards.

Beyond logistics, GenLogs’ data serves a much broader set of stakeholders. The company is already serving insurance carriers, who can now price commercial risk premiums using real-time roadway behavior data. GenLogs is also expanding into public safety and government sectors, where its data is supporting law enforcement efforts, including countering human trafficking and narcotics smuggling.

As adoption of GenLogs grows, so does the power of the network. Every new observation strengthens the dataset, reinforcing a data moat that compounds over time. Customers are already integrating GenLogs into core systems, building automated workflows and AI agents on top of its intelligence, clearly signaling that this data is becoming foundational infrastructure, not a point solution.

We believe GenLogs is building something enduring: a real-time intelligence layer for the physical movement of goods, with implications that stretch from commercial efficiency to national security.