CarrierDirect rebrands as Metafora; Adds Industry Executive JT Engstrom to Bolster Executive Team
Chicago, IL - Jan 24, 2022 - CarrierDirect announces today a company rebrand to support its accelerated growth and evolution from an outsourced sales organization to a full service consulting and tech development firm. Effective immediately, the company will begin operating under a new name: Metafora.
This rebranding strategy reflects both the growth the company has experienced over the past 10+ years as well as its expanding value in the supply chain space. The company began in 2011 as an outsourced sales organization. It has since broadened to a full service consulting and tech development firm. Metafora also continues to release new services and products to benefit and incite progress in the transportation, logistics, and supply chain space.
Peter Rentschler, Metafora CEO comments, “Over the past 3 years, we have fundamentally changed our company culture, values and offerings, while bringing in diverse, world class talent. We decided this rebrand was right for us now because we knew people tended to think of us based on what our business did when they met us or based on what service they hired us for. We’re so much more now and wanted our name and brand to represent that. In addition to expanding our offerings to solve the challenges our clients face, we also drove cultural revolution. We moved to a values-driven culture, which has been the single most impactful change we’ve made at our business. The new name signifies a new chapter for us, but we remain true to our company values as we continue to evolve.”
During the pandemic the company has grown from 29 team members to over 100, with team members on 4 continents leveraging their Best Shore delivery model. 2021 revenue was up 89.6% over 2020, and they’re expecting another 68% growth in 2022. The growth has enabled expanding service offerings and capabilities to be even more dynamic, without losing what’s allowed them to do incredible work for companies like FedEx, Werner Enterprises, AbbVie Pharmaceutical, JB Hunt, Knight Swift, Corteva Agriscience, Transportation Insight, Nolan Transportation Group, Redwood Logistics, GE Transportation, Covenant Logistics Group, and many more.
John “JT” Engstrom, VP of Strategy notes, “The rebranding of CarrierDirect to Metafora is indicative of the successful evolution the business has undergone over the past few years and reflects the transition into the next stage of investment in growth. Metafora will continue to enhance the value proposition provided to the industry to support the next evolution of the space. I have been involved with the business over the past few years and am excited to join in a full time capacity.”
Rentschler adds, "JT is a perfect fit for our business, his experience with Oliver Wyman as an industry consultant, Stifel as a research analyst and investment banker, FreightWaves on tech GTM, and Takkion overseeing M&A is the right compliment to what we do and where we’re going.”
Steve Dantas, Metafora COO shares, “We are, of course, excited to share the new logo, tagline, and color palette, but most importantly, we are looking forward to reintroducing ourselves to the industry as a Leader in Technology and Strategy. We understand that as the company grew and offered services far beyond carrier sales, there was some confusion about who we were and what we did. Now with renewed commitment to our team, our values, our clients, and the industry, we’re leaping forward as Metafora.”
Ryan Schreiber, VP of Industry & Growth at Metafora adds, “When I joined, we were the best kept secret in transportation - having done incredible work with some of the biggest companies and being behind some of the most innovative work in the space. This change comes at a time when we’ve really passed an inflection point, and scale, that allows us to serve our industry even better and represents our continued commitment to go even deeper in serving transportation providers, shippers, and freight tech companies in building the future of the space.”
The name “Metafora'' is also representative of the company’s passion and commitment to the transportation industry, as Metafora is Greek for “transportation.” The rebrand comes amid other significant initiatives launched recently by the company such as their official partnership program, Metafora+, and their industry specific integration platform, Socket.
About Metafora
Metafora, previously "CarrierDirect", is a business consulting and software development company that exclusively services the Transportation, Logistics and Supply Chain space. Metafora partners with carriers, shippers, and freight tech vendors to help them optimize their business and build software to fuel their growth. Welcome to the new way forward. Welcome to Metafora.
