In a world where we can track the delivery of our lunch with military precision, receive detailed push notifications about our dog’s mid-walk activities, and monitor the approach of our rideshare with pinpoint accuracy, supply chain professionals often find themselves managing multi-million dollar shipments with far less visibility—frequently discovering issues only after the damage is done.
This isn't just ironic—it's a glaring paradox of modern commerce: the backbone of global trade often operates with less sophistication than the average delivery app. When even the smallest disruptions can trigger cascading delays, financial losses, and even safety risks, the price of these visibility gaps is staggering. That’s why our team at WiL (World Innovation Lab) is excited to announce today that we’re leading Tive’s Series C funding round and joining the company’s Board of Directors. As a leader in real-time, end-to-end shipment visibility, Tive is redefining what it means to deliver—not only goods, but also tangible ROI for supply chain operations around the globe.
The Critical Need for Supply Chain Intelligence
While constant shipment monitoring might seem like an operational luxury for the $19T in goods moved annually across the US alone, the reality of modern supply chains tells a different story. Every minute without visibility is a minute where significant losses can occur undetected. This isn't an exaggeration—it's a trillion-dollar problem. In 2023 alone, businesses lost an estimated $1.5 trillion from supply chain disruptions, including theft, damages, and delays, according to the World Economic Forum.
Unfortunately, traditional monitoring systems, built for a simpler era, are buckling under modern pressures. Today's supply chains face rising operational costs and increasingly complex global routes, while sophisticated theft networks actively target high-value shipments. Simultaneously, industries such as food & beverage and life sciences must navigate stricter regulatory requirements while meeting growing demands for faster, more reliable deliveries. Adding to these challenges are mounting environmental concerns and sustainability mandates that require new approaches to shipping and monitoring.
For industries moving critical cargo, the stakes are particularly high. A single temperature deviation in a pharmaceutical shipment can result in millions in losses. Fresh produce traversing the country, let alone continents, faces spoilage risks without constant environmental monitoring. Valuable electronics become theft targets without real-time security alerts. These aren't mere inconveniences—they're undeniable threats occurring every day.
Introducing Tive: The Future of Supply Chain Visibility
Enter Tive. Since its founding in 2015, Tive has revolutionized how businesses monitor their assets in transit by combining breakthrough hardware with intelligent software, delivering remarkable visibility and control.
Tive's hardware innovation sets new industry standards through several technological achievements. The company pioneered first-to-market single-use, multi-use, and non-lithium real-time tracking devices, while implementing sophisticated environmental monitoring that tracks temperature, humidity, shock, light exposure, and more. Tive’s patented bi-directional connectivity enables real-time setting adjustments and self-serve provisioning, all housed within devices built with rugged durability to meet the most rigorous freight conditions.
Tive’s cloud platform transforms rich sensor data into actionable intelligence through a comprehensive suite of capabilities. At its core, the platform employs predictive analytics to identify and prevent disruptions before they occur, while seamlessly integrating with existing supply chain systems. The solution provides 24/7 live monitoring with customizable alerts, alongside comprehensive compliance reporting and documentation. Furthermore, its dynamic route optimization capabilities facilitate the safe and efficient arrival of shipments to their destination based on the type of goods and up-to-date, proprietary data gathered from across its network.
The results speak for themselves: customers report a more than 50% reduction in shipment claims and rejections, reduction of planned lead times by 50%, and 20% decrease in the rate of accidents for air shipments using Tive. Major organizations like C.H. Robinson, DSV, Corsair, Johnson Controls, Mary Kay, Nippon Express, and Taylor Farms rely on Tive to protect billions in shipment value. Beyond visibility, Tive also demonstrates environmental leadership through its Green Program, which reduces electronic waste by renewing and recirculating trackers.
As the demand for smarter, more agile supply chains continues to rise, Tive is uniquely positioned to lead the way with its intelligent, scalable platform that not only facilitates timely deliveries but also optimizes overall supply chain operations.
Exceptional Leadership with Deep Industry Expertise
When we first met Krenar, Tive’s founder and CEO, it was immediately clear that his leadership went beyond a visionary outlook–it was grounded in an intimate understanding of the industry's real-world challenges and the engineering required to build low-cost, reliable hardware and intuitive software. Krenar's passion for transforming the supply chain sector comes from years of obsessing over customers’ needs and hands-on experience in logistics, where he witnessed firsthand the difficulties supply chain professionals face in managing increasingly complex freight operations.
As we’ve partnered with the Tive team, we’ve seen how their unwavering commitment to innovation and customer-centricity resonates with its users. This is a team that understands the stakes and delivers solutions that not only address today’s challenges but also anticipate the needs of tomorrow, consistently delivering real value to businesses across industries.
The Future of Supply Chain Visibility
As the supply chain and logistics industry approaches another paradigm shift driven by more intelligent automation and AI agents, the need for real-time, reliable, and accurate data at an asset level will only accelerate. AI systems are only as powerful as the data they are trained on and agents can only make decisions as effective as the information provided, in that moment. Tive is poised to capitalize on this opportunity as the leading solution for real-time tracking and is well-positioned to serve as a primary data source powering the AI agents that will drive the world’s most complex and efficient supply chains. As we look to the future of global supply chains, our investment in Tive reflects our unwavering confidence in the team’s leadership, vision, and technology. Tive’s unique combination of industry-leading hardware and intuitive, powerful software isn't just solving today's visibility challenges—it's laying the foundation for a more resilient, sustainable, and intelligent freight ecosystem. We're proud to partner with Tive as they continue to push the boundaries of what's possible in supply chain intelligence.
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