This week’s guest is Chadd Olesen, CEO of AVRL.  Founded in 2017 as Advanced Voice Research Labs, AVRL brought voice technology to business applications such as predictive maintenance.   They shifted however to dynamic pricing models after meeting with pricing analysts at some larger carriers and brokers.  Today, AVRL automates over 25 million spot transactions monthly and provides pricing engines for two thirds of the top 100 3PLs.  In our conversation, Chadd explains AVRL's approach to dynamic pricing, focusing on understanding client strategy (high volume/low margin or vice-versa) and utilizing custom market definitions rather than solely lane-based or standard zip code data. Olesen emphasizes the importance of analytics and data scientists in successful dynamic pricing, advocating for a human-in-the-loop approach where brokers and analysts collaborate. He also touches on the challenges of change management and the future of AVRL as a strategic partner for increasing yield and identifying market opportunities.