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About
Public
Founder/CEO of Meridian Logistics Cloud. Freight-orchestration software for mid-market 3PLs. Profitable, scaling, raising a growth round to re-accelerate.Ada Whitfield spent eleven years inside the freight industry before founding Meridian Logistics Cloud — five as a transportation-operations lead at a national 3PL and three building the dispatch-automation team at a top-five freight brokerage. She kept watching mid-market third-party logistics providers lose margin to spreadsheet-driven dispatch, brittle EDI integrations, and carrier-matching that lived in people's heads. In 2021 she left to build the orchestration layer she could never buy: Meridian ingests load tenders, auto-matches carriers against a learned cost/reliability model, and orchestrates the track-and-trace + settlement workflow end to end. Meridian crossed $6.4M ARR in 2025, is gross-margin positive and roughly cash-flow breakeven, and serves 140+ mid-market 3PLs. Ada runs the company toward category leadership in a large, unglamorous, real market — a LARGE_BUSINESS ambition, not a venture-scale moonshot — but the last two quarters have shown a momentum plateau (NRR drifting from 124% to 108%, new-logo adds flat) that she is now raising a growth round to break through, by funding a self-serve onboarding motion and a second product line (carrier-side financing). She is operationally relentless, allergic to vanity metrics, and unusually candid about the plateau, which is exactly why a disciplined growth investor finds her diligenceable.
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Building
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Founder Profile
Public
Archetype Tags
ceofounderlogisticsscalinglarge-business
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