Marketplace vs Broker vs Load Board: What Dealers & Carriers Should Know

Shipping a vehicle has never offered more choices, or more confusion.

Should you use a digital marketplace, call a broker, or post your move on a load board? The truth: Each model has real strengths, weaknesses, and features that could make or break your next move.

This comparison skips the hype and focuses on features that actually matter so you can make a confident, informed decision for your business.

Compare Key Features at a Glance

What These Features Actually Mean

Pricing & Negotiation

With a marketplace like AHX, shippers set the price themselves, often using a market data tool for guidance. Carriers can book the load at the listed price or submit a counter-offer, which helps keep negotiations quick, visible, and efficient. This approach removes the uncertainty of endless phone calls or hidden back-and-forth.

Brokers handle pricing largely behind the scenes. They may negotiate with carriers on your behalf and then present you with a final rate. While some brokers offer transparency about pricing, most do not, so you’re often relying on their process and level of disclosure.

On a load board, shippers post the price directly. Carriers can reach out to negotiate, accept, or make an offer. Keep in mind brokers are also on load boards, so you may not be working directly with a carrier. That means managing each negotiation yourself.

Carrier Vetting & Double-Brokering

Marketplaces take responsibility for screening every carrier, ensuring compliance, insurance, and professional reputation before allowing them on the platform. They also prohibit double brokering, so the carrier you book is the one actually moving your vehicle.

With brokers, the level of carrier vetting can vary. Some maintain high standards and thorough checks, while others may be less diligent. The problem is, you never know what you're going to get. Double brokering—when your shipment is handed off again without your knowledge—is more common and riskier in this model.

Load boards typically leave vetting up to the shipper. Anyone can claim a load, so you must do your own research to confirm credentials. Double brokering is a known risk, with fewer protections in place. Because of the lack of guardrails, we often hear our customers describing load boards as the Wild West. 

Payment & Dispute Handling

In the marketplace model, all payments are managed through the platform. This ensures that carriers get paid promptly and that shippers have a clear process for recourse if any issues arise.

Brokers may also handle payments, but the process, timing, and level of protection can vary significantly from one broker to another.

On a load board, payments are arranged directly between the shipper and carrier. There’s little regulation, which can lead to delayed or missed payments. There’s also the possibility of price changes upon delivery, and rarely is there a neutral party to help resolve disputes.

Custom & Specialty Moves

Marketplaces excel at handling routine, standard vehicle shipments. And, because there are thousands of carriers on the platform, they’re able to handle unusual cases such as non-running vehicles, heavy equipment, or highly specialized lanes.

While brokers can coordinate custom or unusual moves, these shipments often mean more steps, longer timelines, and higher costs for the shipper. Because brokers have to track down specialized carriers and manage extra logistics, the process is typically slower and less predictable than booking a routine load through a marketplace. Shippers should also expect to pay a premium, as brokers pass along the higher carrier costs and additional effort required.

Load boards can also be used for specialty loads if you’re able to find the right carrier yourself, but the responsibility for vetting and negotiation falls entirely on you.

Which Model Fits Your Needs?

A marketplace like AHX is designed for speed, transparency, and efficiency. You set your price using live market data, carriers are pre-vetted, and booking can be handled instantly or through a straightforward counter-offer process. Payments are managed securely, and if issues arise, there’s built-in dispute resolution. For dealers and carriers moving routine loads who want predictability and less risk, this model excels.

Look, we get it, sometimes somebody has had a long term relationship with a broker and they work with them because they've had a lot of history together. But the fact is, our founder was in the broker business for decades and started AHX because he knew we could offer a better experience at better prices. Pricing and carrier vetting may not always be transparent.

Load boards are best suited to shippers and carriers like haggling, and don’t mind taking on more of the risk and legwork. If you have established relationships, enjoy hunting for deals, or are filling backhauls, a load board puts you in control. Just remember, vetting, negotiation, and payment protections are largely up to you.

How AHX Approaches Speed, Transparency, and Payment

At AHX, we designed our marketplace around what dealers and carriers told us mattered most:

• Fast, Live Matches: Our platform finds you a vetted carrier, often in minutes, not days.
• Clear, Upfront Pricing: No games. No guesswork. Know your rate before you commit.
• Vetted Carriers: Every carrier is screened for insurance and reliability.
• Automatic Payment Handling: Carriers get paid on time, shippers get recourse if something goes wrong.
• Self-Service: You’re in control, but our team is here to help if you need it.

Every dealer and carrier is different. There’s no one-size-fits-all solution, but hopefully this feature-focused comparison helps you see what’s really on the table.

Ready to move vehicles with speed, transparency, and payment security? Try AHX Today.