F-cubed Cargo has created a trading platform called F3 that facilitates direct connections between carriers and shippers.

F3 operates on the "freight as bait" principle, which enables carriers to promote their cargo space and choose which envelope services to provide.

This approach allows carriers to increase their revenue while reducing costs, and shippers benefit from greater availability and lower prices without paying middleman commissions.The primary objective of F3 is to establish a freight-focused marketplace where the supply and pricing of transportation by carriers determine the entire process and the final offer price.