A brief introduction
In my 15+ years in transportation logistics, I've seen this industry from all angles. Started running my own flatbed department, then came to Badger Logistics in 2015 where we've built something special: a trifecta of services with our asset-based fleet, brokerage operations, and warehousing capabilities.
- One question I get all the time is: "Do you have your own trucks?"
It's actually a really good question. Because when you're deciding who to trust with your freight, understanding whether you're dealing with an asset-based carrier or a freight broker makes a big difference. It's not about one being better than the other — it's about knowing when each makes sense for your specific shipping needs.
Let me walk you through what I've learned about this over the years, and how we think about it at Badger Logistics.
Asset-based carriers: the direct approach
Asset-based carriers like Badger Express own their equipment and employ their drivers directly. We maintain our own fleet of trucks and trailers, handle driver training, and manage all the maintenance through our service center.
When asset-based makes the most sense:
- When consistency and control are non-negotiable. With our own equipment and drivers, we have direct control over every aspect of the shipping process. Our drivers are well-trained on specific procedures, routes, and customer requirements. I know exactly who's behind the wheel, what condition my equipment is in, and can guarantee certain performance standards. (For instance, we maintain a 97% on-time delivery rate with our asset-based fleet. That's not an accident – it's because we have complete control over the process.)
- When you need specialized equipment or handling. Our drivers know our equipment inside and out. Many of our customers in paper and packaging, for example, require exceptionally clean trailers with no risk of contamination. With our own fleet, we can guarantee equipment quality because we control the cleaning and maintenance.
- When you need reliable capacity in tight markets. Remember 2018? Or how about during COVID? Capacity gets tight, and suddenly those "great rates" from brokers triple overnight because they're scrambling to find trucks. When you work with our asset division, you're getting guaranteed capacity at stable, contracted rates regardless of market conditions.
- When you need trailer pools or specialized services. If you need trailers spotted at your facility to load at your convenience, an asset-based operation is typically your best bet. We can drop trailers, let you load them when it works for your schedule, and pick them up without tying up your dock space with a waiting driver.
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Freight brokerage: the flexibility play
Our brokerage division (Fall River Express) doesn't own trucks – instead, we leverage relationships with thousands of carefully vetted carriers nationwide to find the right equipment and capacity for each load.
When brokerage makes the most sense:
- When you're shipping outside our asset coverage area. Our trucks run primarily east of the Mississippi and Texas. But our brokerage ships nationwide and into Canada. If you're shipping to California, the Pacific Northwest, or pretty much anywhere in North America, our brokerage has you covered with our network of 15,000+ vetted carriers.
- When you need specialized equipment we don't have in our fleet. While our asset division focuses on dry van, our brokerage handles refrigerated freight, flatbed, specialized equipment, intermodal, and over-dimensional loads. Need a step-deck, Conestoga, RGN, or temperature-controlled trailer? That's where our brokerage shines.
- When you have irregular or project-based shipping. If your freight is "lightning freight" – where you never know where it's going to strike next – brokerage is often your best option. Our carrier network gives us the flexibility to follow your projects wherever they go without being limited to lanes where we have driver density.
- When you're seeking the most competitive rates in soft markets. Let's be real – in a soft market like we're seeing now, brokers can often deliver more competitive pricing because they aren't carrying the fixed costs of equipment ownership. We can shop your load to find carriers who need to fill backhauls or are looking for loads in specific areas.
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The Badger difference: the best of both worlds
Here's where I think we've got something special at Badger Logistics. Most companies are either asset-based OR brokerage. We're both.
This hybrid approach means we can be completely transparent about the best option for each of your shipments:
Scenario 1: Regular Wisconsin to Chicago Shipments
For consistent, regional shipments, we might use our own trucks to guarantee capacity, performance, and direct communication. These shipments become part of our regular routes, and we can optimize efficiency. |
Scenario 2: One-Time Shipment to Arizona
For this outlier destination, we'd tap our brokerage network to find the right carrier who specializes in that region, saving you money while still managing the entire process. |
Scenario 3: Seasonal Volume Spikes
Maybe you normally ship 10 loads a week and can use our asset fleet, but during your busy season, you need 30 loads weekly. We'll handle your base volume on our trucks and seamlessly supplement with quality carriers through our brokerage. |
Scenario 4: Multi-Modal Shipping Needs
Your business ships a mix of dry van, reefer, and flatbed freight. We can handle your dry van freight on our assets while sourcing specialized equipment through our carrier network. The point is – you don't have to choose. You get a single point of contact who can leverage both options to optimize your specific supply chain. |
How we're different from other freight brokers
Not all brokers are created equal. Having run both asset and brokerage operations, I've developed a specific approach to how we manage our brokerage:
- Carrier vetting is non-negotiable. We won't book carriers with less than 12 months of operating history. We check safety scores, verify insurance coverage, and continuously monitor performance. I'd rather tell you we can't find a truck than put your freight on a carrier we don't trust.
- We don't use commission-based pay. This might surprise you, but we pay our team members salary, not commission. Why? Because I want them focused on doing what's right for your freight, not just moving loads at any cost to hit a bonus number.
- We focus on personal relationships. You'll never get an automated tracking link from us (unless you specifically ask for one). Instead, you'll get real people who pick up the phone, make calls, solve problems, and take ownership.
- We handle exceptions differently. Anyone can move a load when everything goes right. The difference shows up when things go wrong. That's when our experience, integrity, and problem-solving approach deliver the most value.
The truth about choosing asset vs. brokerage as a shipper
Here's what nobody else will tell you: the best approach depends on:
- Your specific shipping patterns and needs
- Current market conditions
- The trade-offs you're willing to make between cost, control, and flexibility
Sometimes the asset-based model will deliver more value. Other times, brokerage makes more sense. The key is working with a partner who understands both worlds and can guide you to the right solution for each situation.
Instead of trying to put all your freight into one model, consider working with us to develop a hybrid strategy that leverages the strengths of both approaches.
What questions should you ask?
When evaluating whether to use an asset-based carrier or a broker, ask:
- What's the carrier's on-time performance record?
- How are pickup requests handled and what's their pickup success rate?
- What's their communication protocol during transit?
- How do they handle service exceptions?
- What's their claims ratio?
- If it's a broker, how do they vet their carriers?
- What's their pricing model and how transparent is it?
- Do they have experience with your specific product or industry?
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The answers will help you determine if you're dealing with a quality provider regardless of which model they use.
The bottom line
Asset-based isn't always better than brokerage, and brokerage isn't always cheaper than asset-based. The right choice comes down to your specific needs and circumstances.
At Badger Logistics, we're in a unique position to offer you the best of both worlds. We can put your freight on our trucks when that makes the most sense, and we can broker it when that's the better option. All with the same high standards, the same communication protocols, and the same people managing the process.
That's not something you'll find with a pure asset carrier or a digital broker. It's the advantage of working with a company that truly understands both sides of the industry.
Have questions about whether your freight would be better suited for our asset division or our brokerage? Let's talk. I've been helping companies solve these puzzles for years, and I'd be happy to help you figure out the right approach for your specific shipping needs.