Retool for logistics companies

Reform makes it easy for logistics companies to build internal automation tools. We're like Retool built specifically for logistics software. Our customers use Reform to build internal tools that can automate tasks such as customs clearance filing, shipment processing, and customer onboarding.

Team Size:3
Location:San Francisco
Group Partner:Brad Flora

Active Founders

Saif Abuhashish

Saif is the co-founder and CEO of Reform. Prior to Reform, Saif was part of a 7 person team at Amazon responsible for building their worldwide robotics firmware. He was also tech lead at Drift where he built the foundations of their partnerships and integrations suite. Before that, he was engineer #1 on Capital One's conversational AI team and helped scale their product to millions of MAUs. Saif received his BS in Computer Engineering and Mathematics from Northeastern University.

Saif Abuhashish
Saif Abuhashish

Omar Abuhashish

Omar is the co-founder and president at Reform. He holds a BS in CS and mechanical & aerospace engineering from NYU. Prior to Reform, Omar led the inception of CoinTracker’s (YC W18) new products team and focused on the research and implementation of 0 → 1 products, including enterprise accounting. Prior to that, he was engineer #1 at Altan Insights where he built the industry-leading fractional asset investing platform.

Omar Abuhashish
Omar Abuhashish

Pradhit Gosula

Pradhit is co-founder and CTO of Reform. Previously he was an early engineer at CoinTracker (YC W18), building their tax engine from the ground up as well as 0 → 1 products on their new products team. Before that, he was a software engineer at Microsoft building data pipelines to process petabytes of telemetry from Azure build systems.

Pradhit Gosula
Pradhit Gosula

Company Launches

👋 Hello world! It’s Saif, Omar, and Pradhit here to introduce you to Reform!


Reform is the easiest way for dev teams to build modern logistics software fast. Logistics service providers use our pre-built components and APIs to build software that can automate tasks such as quoting, shipment creation, and customs clearance filing.

One of the largest freight forwarders in Latin America is using Reform to automate shipment creation and invoice processing.

❌ Problem

Logistics service providers rely on dated, archaic ERP and transportation management systems (TMS) to manage their operations. These systems are rigid, closed, and opinionated. Oftentimes, they require customization, and hence, the need for logistics service providers to hire development agencies to build bespoke customizations and internal tools on top of these systems to make them easier to work with.

An alternative these companies resort to is to build an internal system from scratch to fit their business needs. However, such an undertaking is long, costly, and is oftentimes a distraction from their core business.

⚒️ Solution

Reform is the sweet spot between buying a generic off-the-shelf TMS and building one in-house. Our APIs and pre-built components allow logistics service providers to build the modern transportation management system they need - faster, better, and without the maintenance overhead.

Our first product is an AI-powered API suite that allows logistics service providers to build custom automations for mundane tasks related to their TMS. 

Our APIs are used to power automation use cases including:

🚢 Shipment and quote creation

👮 Customs clearance filing

🏭 Warehouse order intake

🧾 Invoice reconciliation

⚙️ How it works

Eliminate manual document analysis: Our customizable AI-powered data extraction API, purpose-built for the logistics industry, allows you to extract data with high accuracy from incoming emails and documents including commercial invoices, BOLs, packing lists, and more.

Integrate with any TMS: Our Universal API allows you to plug extracted data into any system without the burden of building and maintaining integrations.

Build beautiful interfaces: Our headless UI components allow you to embed our APIs directly in your products and customer-facing dashboards.

Meet The Team

Saif and Omar are brothers, born and raised in Jordan, before moving to the US to pursue a career in technology. Saif built warehouse robotics at Amazon, conversational AI at Capital One, and category-defining SaaS at Drift. Omar was a founding engineer at Altan Insights, followed by building 0 → 1 products at CoinTracker (YC W18). Omar was also Pradhit’s favorite co-worker at CoinTracker, where together, they led the new products team. Before that, Pradhit was at Microsoft where he built data pipelines to process petabytes of telemetry data.

🙏 Asks

  • If you know any freight forwarders, 3PLs, or logistics software providers that might be interested in Reform, send them our way!
  • Think we can help, have questions or feedback? Book a call or reach out to us at founders@reformhq.com!