How WiseTech Global Quietly Became a $20B Logistics Software Powerhouse

In the age of flashy apps and social networks, WiseTech Global stands out for the opposite reason: it’s quiet, complex, and essential. While you may not have heard of it, there’s a good chance your online orders have relied on its software.

Founded in Sydney, WiseTech built the mission-critical logistics platform powering global freight, enabling massive efficiency for supply chains across 170+ countries. With a focus on deep IP, long-term R&D, and profitability over hype, it has become one of Australia’s most successful and least understood tech giants.

The Origin Story

Founded: 1994, Sydney

Founder: Richard White (former rock band roadie turned software engineer!)

Original mission: Build enterprise software to streamline freight forwarding and customs processes

White saw the chaos and paperwork behind international shipping and believed it could be solved with well-designed software. That belief became CargoWise, WiseTech’s flagship product.

Funding Journey

• Bootstrapped for over 20 years
   

• Listed on the ASX in 2016
   

• WiseTech scaled largely through organic revenue and strategic acquisitions
   

• By 2024, the company reached a US$20+ billion valuation

Key point: WiseTech didn’t rely on VC. Instead, it focused on IP-led growth and reinvestment in R&D.

Product & Technology Insights

Core product: CargoWise One - an end-to-end logistics execution platform

Used by:

• Freight forwarders
   

• Customs brokers
   

• Transport companies
   

• Global 3PLs like DHL, Kuehne + Nagel, DB Schenker

Tech strategy:

• Deep domain integration (compliance, warehousing, accounting)
   

• Proprietary systems (built from the ground up)
   

• Focus on scalability and global compliance modules

WiseTech is less about UI pizzazz and all about mission-critical reliability and configurability.

Go-to-Market Strategy

• Long-term enterprise sales with high switching costs
   

• 30+ strategic acquisitions (acquiring niche logistics tech across regions)
   

• “Land and expand” approach through integrations, modules, and regulatory localization
   

• Selling to freight companies, not startups, B2B enterprise sales done right

Challenges Faced

• Legacy competitors with deep customer ties
   

• Highly technical onboarding, clients need training and configuration
   

• Building for compliance in every country (taxes, customs, laws)
   

• Convincing investors during early days when enterprise SaaS was still niche

Why WiseTech Worked

• Built in a real, underserved B2B market
   
• Deep tech + vertical focus = long-term customer retention
   
• Reinvested heavily in R&D (35%+ of revenue)
   
• Founder-led vision with long-term orientation
   
• Global-first architecture from early on

What Startups Can Learn

• Don’t ignore boring industries, they often have massive unmet needs
   

• IP-led, mission-critical software can create powerful moats
   

• You don’t have to raise VC if your business model supports organic growth
   

• Enterprise isn’t dead, it’s just harder, and more durable when done right
   

• Acquisitions can accelerate global scale if deeply integrated

Final Thoughts

WiseTech Global proves that you can build a $20B+ tech company with no flash, no hype, and no Silicon Valley spotlight. Its playbook? Deep IP, relentless focus, and solving critical problems for global industries that never stop moving.

Next in the series: REA Group - how real estate search became a digital empire in Australia and beyond.