The global logistics industry is a complex network of trade routes, ports, regulations and business partnerships. Pitney Bowes data shows 161 billion parcel deliveries in a year, equating to roughly 441 million per day and more than 5000 per second. About 3 million parcels are sent per day in Australia alone, with each person sending an average of 42.
While consumers don’t often think about the journey a parcel takes after they click to order, businesses put a lot of consideration into getting their goods to the right place at the right time. Freight forwarders help simplify this process, using their knowledge of trade routes and industry relationships to handle the entire logistics process on behalf of clients.
Freight forwarders manage everything from logistics and transportation to customs regulations and documentation, acting as intermediaries between businesses and carriers. But the process often feels overwhelming for small business owners, with confusing rules and hidden fees that can drastically increase total product costs.
Christine Kankkunen, Founder of Pivot Freight Solutions, has experienced these challenges firsthand throughout her nearly 20-year career. Having started her journey managing empty shipping containers in South Africa before working her way up into freight forwarding, she saw businesses struggle to manage the complexity of the industry.
“Most of the time, businesses get an itemised bill full of vague charges, many of which sound made up,” she says. “There are lots of regulations and import charges, which freight forwarders don’t explain very well. We realised there was a real need for a freight company that could simplify things and work closely with businesses to guide them through every step of the process, with complete transparency.”
Christine co-founded Pivot Freight Solutions – then called Personalised Freight Solutions – in 2014, with the vision of making freight forwarding more accessible, transparent, and personable. What started as a small operation has since grown into a trusted partner for businesses across Australia.
“Our customers are mostly small- to medium-sized businesses, and we essentially act as an extension of their team,” Christine explains. “We handle their freight needs so they can focus on running their business. Whether they’re shipping footwear, cosmetics, or automotive parts, we ensure they understand every part of the process and the exact costs involved.”
Pivot rebranded in 2023 but has kept the same core mission – to demystify freight forwarding, provide clarity, and build lasting relationships – throughout its 10 years of operation.
A business based on trust
Pivot Freight Solutions started out as a small business with big aspirations to take on the $11 billion Australian freight forwarding industry. Christine and her then-business partner were coming up against powerful companies with big budgets. Where this would have intimidated many, Christine saw size as its key advantage.
“I’ve never classified being smaller as a barrier or disadvantage, I think it’s an opportunity,” she says. “It allows us to be very flexible and shift things around when we need to. Smaller freight forwarders are better positioned to serve smaller businesses because we offer the personable service they’re looking for.”
The company built its reputation on honest and open customer communication, breaking down complex logistical processes into clear, manageable steps for clients. Christine and her team built personable, friendly relationships with customers, speaking to them on the phone when they needed assistance or even just to check in.
“We try to educate our customers, even if they've been shipping with us for a long time,” Christine says. “Processes and regulations are updated quite often, especially with international trade. We've got to be up to date and inform clients about how changes will impact their business, in a way that’s easy to understand.”
This proactive commitment to transparency was refreshing for small business customers because it gave them a better understanding of their total shipping costs, helping them make smarter decisions. This allowed Christine to develop long-lasting and strategic business relationships, which is unusual in the freight forwarding sector, where price is usually the only consideration.
“One of my customers has been with me for my entire freight forwarding career,” she says. “He’s become a mentor to me, but he also trusts me to operate as a logistics extension of his business. When there’s a shipment ready or when something needs to be done, he never asks for a quote, he just trusts me to do the job.”
Christine’s husband joined the business in 2018 following a period of rapid growth, bringing years of logistics and business management experience. Christine’s initial business partner departed, and Christine and Mika became partners and co-owners. As the business transitioned to become family-owned-and-run, Mika’s experience helped Christine attract more customers and build a new brand under the Pivot Freight Solutions name.
Strategic partnerships in a changing industry
As a company that prides itself on relationship building, strategic partnerships are vital to Pivot Freight Solutions. One of Christine’s biggest motivators is working with customers over a long period, as they grow and build momentum.
“We had a customer that started with us in the early stages and their brand just blew up,” she says. “Within three to five years, they went from importing a few boxes to a full container per week, which helped us employ a senior operations manager within our team. Those stories light us up and make us work harder.”
Strategic business partnerships are also critical to its vision. American Express is proud to have partnered with Pivot on its growth journey, providing multi-faceted support to the business and its customers.
“The Amex partnership has been amazing,” Christine says. “Being a platinum Card Member gives us more freedom and flexibility and it’s opened more opportunities. The merchant facility has improved our cash flow through more timely payments, and we use points to cover travel expenses, which means we can meet clients face-to-face without worrying about the cost. That personal connection is important in this industry, and Amex helps us maintain that.”
Christine has also taken advantage of the American Express Business Class events, which she says have helped her meet new people and learn from business leaders.
“I’ve been in the room with the right people at the right time,” she says. “I attended the International Women’s Day luncheon, which was a great forum to connect with other business owners and use them as a sounding board.”
Looking Ahead: Growth and Sustainability
As Pivot Freight Solutions approaches its 10th anniversary, Christine is focused on the future, particularly on the intersection of logistics and sustainability. The business aims to be a pioneer in this space, developing a custom-built freight forwarding software system that enables the team to analyse data more efficiently and reduce their environmental footprint.
“We’re aligning with the 2030 sustainability goals,” Christine says. “We plan to offer carbon offset options to our clients so they can meet their sustainability targets while reducing the environmental impact of shipping. This is a huge industry shift and we want to empower our customers with more options to address their long-term business goals.”
With a foundation built on trust, transparency, and adaptability, Pivot Freight Solutions is well-positioned for continued success. For Christine, it’s all about staying true to the values that have guided her from day one.
“We’re not just a logistics company; we’re a trusted partner to our clients,” she says. “Our job is to make their lives easier, and we take that responsibility seriously.”