MapUp’s FuelGuru shines at F3: FirstFleet’s live demo proves power of smarter fuel routing

When the lights came up astatine FreightWaves’ F3: Future of Freight Festival this fall, fewer expected 1 of the astir talked-about sessions to displacement the speech distant from agentic AI and toward thing a small much grounded: substance routing.

That’s precisely what happened erstwhile MapUp took the signifier with FirstFleet, Inc. to debut its caller prescriptive fuel-routing platform, FuelGuru, successful a live, on-stage demonstration. The demo was led by Austin Henderson, Chief Information Officer astatine the Nashville-based dedicated bearer FirstFleet.

The effect wasn’t conscionable different merchandise pitch. The demo offered a uncommon glimpse of exertion delivering a measurable interaction connected 1 of a fleet’s biggest outgo drivers: fuel.

Instead of relying connected canned data, MapUp’s league unfolded wholly live. Henderson, 1 of FuelGuru’s aboriginal adopters, ran the strategy connected existent FirstFleet way data, showing however the level dynamically identified optimal fueling locations and prices successful existent time.

FuelGuru’s algorithm continuously factors successful dozens of variables, specified arsenic substance prices, way geography, motortruck MPG, vessel levels, out-of-route criteria, tolls, and adjacent the hidden outgo of out-of-route miles. This yet generates the astir cost-effective fueling program for each trip.

“Fuel decisions look elemental connected insubstantial but tin outgo fleets thousands if done wrong,” Henderson told the audience. “FuelGuru makes those analyzable calls instantly, with precision we couldn’t execute manually.”

As the demo unfolded, attendees watched FuelGuru recalculate routes connected the fly, surfacing meaningful savings per load, often betwixt $30 and $60 per trip. For ample endeavor fleets, that translates into millions of dollars successful yearly savings.

Fuel remains the azygous largest adaptable outgo successful truckload operations, accounting for astir 25–35% of full expenses. While substance paper programs and basal optimization tools person existed for years, astir trust connected static pricing information oregon wide web averages. According to MapUp, those tools miss the “true cost” of fueling decisions.

“Traditional substance optimization focuses connected terms per gallon,” said Katie Mahlawat, CEO and co-founder of MapUp. “But fleets cognize substance outgo isn’t conscionable astir price. It’s astir where, when, and however you buy. Every other mile for a cheaper pump erodes savings. FuelGuru captures the afloat representation successful existent time.”

FuelGuru’s borderline lies successful its dynamic optimization engine, built to integrate straight into a carrier’s TMS and telematics stack. By blending unrecorded terms feeds, routing intelligence, and vehicle-level substance data, the strategy produces driver-specific recommendations, nary spreadsheets required.