Company Interview / TradeWindow takes on the ASX... and a tech giant

Key points:

TradeWindow (ASX:TWL) begins trading on the ASX after $5 million capital raise More than half of TradeWindow's customers and revenues are now from Australia WiseTech ($WTC) names as key industry competitor in logistics software TradeWindow focuses on automation and customer service as main differentiators

TradeWindow (ASX:TWL), a New Zealand-based digital trade software firm, has commenced trading on the ASX after raising $5 million at $0.22 per share. A.J. Smith highlights the significance of expanding to the Australian market, noting the appeal of deeper capital pools and increased liquidity. More than half of TradeWindow's customers are now in Australia, with major local brands such as Tassal and Huon among its client base. Smith states that TradeWindow is well-established in New Zealand and has successfully transitioned to Australia, with revenues in the country rapidly growing.

Smith identifies WiseTech ($WTC) as a direct competitor in freight forwarding and logistics software, especially for shippers and freight forwarders. Smith draws attention to TradeWindow’s competitive edge, claiming a richer 15-year data set and a focus on price and customer service. The company is developing a freight AI platform aimed at providing higher automation and a legacy-free solution, which Smith expects will simplify cross-border trade for Australian businesses.

Andrew Balgarnie outlines the company’s strategic targets, including scaling in Australia and expanding into key markets like the US, UK, and Latin America. He explains that recent capital raised will be used primarily for product development, debt reduction, and accelerating growth, with a particular emphasis on serving mid-market freight forwarders.