Last week, the Reform team attended #WESCCON2025 in Palm Springs, an event that brought together leaders and innovators from the trade community. Omar Abuhashish joined the panel “Beyond the Buzz: Rethinking AI’s Role in Trade Operations” to discuss where AI is headed and how it will reshape global trade over the next decade. At Reform, we believe the future of logistics AI isn’t just about technology – it’s about the willingness to rethink how we work. Truly useful AI must be anchored in human expertise, built on trustworthy data, and designed to keep teams in control while agents handle the repetitive work. The mission is clear: to transform global trade operations by building an AI workspace that helps logistics teams work smarter, faster, and with greater confidence.
About us
The AI-powered workspace for freight forwarding. Backed by Y Combinator.
- Website
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https://reformhq.com
External link for Reform
- Industry
- Software Development
- Company size
- 2-10 employees
- Headquarters
- San Francisco
- Type
- Privately Held
Locations
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San Francisco, US
Employees at Reform
Updates
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Reform reposted this
Month one at Reform flew by and it’s been every bit the wild ride I hoped for. Joining as the first non-technical hire, I knew things would move fast. At early-stage startups, job descriptions are always vague, but my role is simple: do whatever it takes to grow revenue and win. Thankfully, my past experiences and teammates have given me playbooks, lessons, and processes I can build on and I’ve already started doing just that. It’s been exhilarating getting back to the nitty-gritty days of working in San Francisco, learning the ins and outs of a new industry, its workflows, and the technology that powers it. Time has gone by so fast, I’ve already run demos, changed processes, wrestled with our CRM, and attended two conferences: #CSCB in Canada and #Wesccon in Palm Springs with Omar Abuhashish, Pradhit Gosula, Mohamed Elhag, Martin Zapata, and Michael Baekboel where I met thousands of freight forwarders and customs brokers. But I still found time to enjoy the world’s best ice cream, twice. 😊 This industry is ready for AI and at Reform, we’re building the tools to make it practical and powerful for freight forwarders and customs brokers. Like all of my previous roles, I once again get to work with a tight-knit, motivated team that pushes me to be better every day. Time to get back to work. Up and to the right. 📈
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Reform reposted this
🎉 Portfolio Highlight: Reform 🎉 Freight forwarding is still run like a patchwork of spreadsheets, emails, and last-minute phone calls. Reform is changing that. They’ve built an AI-first workflow automation platform that handles the full shipment lifecycle - quoting, booking, consolidation, customs filings, invoice processing, and accounts reconciliation - while integrating with existing systems and keeping humans in the loop where judgment matters. That combination of automation plus control is what actually moves the needle: thousands of hours saved per month, fewer costly errors, and real-time visibility across operations. I’ve seen countless operators struggle with fragmented workflows and manual reconciliation across my portfolio. The startups that win are the ones that remove repetitive work, surface exceptions, and let teams focus on the decisions that require human expertise. Reform does exactly that for forwarders of all sizes. Founded by Omar Abuhashish (CEO), who led product at CoinTracker and studied CS and Mechanical & Aerospace Engineering at NYU, and Pradhit Gosula (CTO), who brings deep data infrastructure experience including time at Microsoft. Great team, clear domain expertise, and a product that targets a huge, underserved pain point. Super excited to back Omar and Pradhit. If you work in freight forwarding or logistics ops and want an intro or demo, ping me. Let’s gooooo!
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Reform reposted this
#CSCB in Canada was a huge success, thank you Kyle Hartwick for the invitation. We met amazing people, learned a ton, and got to discuss how AI is helping drive the industry forward. Looking forward to more opportunities that showcase what we're building at Reform.
Month one at Reform flew by and it’s been every bit the wild ride I hoped for. Joining as the first non-technical hire, I knew things would move fast. At early-stage startups, job descriptions are always vague, but my role is simple: do whatever it takes to grow revenue and win. Thankfully, my past experiences and teammates have given me playbooks, lessons, and processes I can build on and I’ve already started doing just that. It’s been exhilarating getting back to the nitty-gritty days of working in San Francisco, learning the ins and outs of a new industry, its workflows, and the technology that powers it. Time has gone by so fast, I’ve already run demos, changed processes, wrestled with our CRM, and attended two conferences: #CSCB in Canada and #Wesccon in Palm Springs with Omar Abuhashish, Pradhit Gosula, Mohamed Elhag, Martin Zapata, and Michael Baekboel where I met thousands of freight forwarders and customs brokers. But I still found time to enjoy the world’s best ice cream, twice. 😊 This industry is ready for AI and at Reform, we’re building the tools to make it practical and powerful for freight forwarders and customs brokers. Like all of my previous roles, I once again get to work with a tight-knit, motivated team that pushes me to be better every day. Time to get back to work. Up and to the right. 📈
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Reform reposted this
I’m pumped to introduce two amazing new members of the Reform team—Simran Regmi and Kenneth Liou—joining us as the Founding Forward Deployed Engineers. Simran studied Data Science and Computer Science at University of California, Berkeley and previously worked as a Software Engineer at RedCloud Consulting and Brex. Kenneth studied Computer Science and Engineering at Brown University and previously worked as a Data Engineer at Amway. Both have jumped in fast—and in just their first two weeks at Reform, they've already met and started working directly with all of our customers to build automations for new use cases, and shipped new core product features that are being used daily. And yes—they made it to the team page on our new site which you should definitely check out! www.reformhq.com Welcome, Simran and Kenneth. The energy and impact you've brought is inspiring!
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Reform reposted this
We're looking for an exceptional Go-to-Market leader to join us in San Francisco and build scalable channels that fuel continuous growth. Why join us? - 30% MoM revenue growth - 149% NRR - 100% retention - Backed by Y Combinator and other great Silicon Valley investors - In-person in SF, small team that moves fast - Play a key role in reshaping the supply chain, tackling complex, high-impact problems
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Our CEO and co-founder Omar Abuhashish joined the Journal of Commerce at TPM 2025 to share his views on how AI is reshaping freight forwarding. The conversation covered the future of AI agents in logistics, how to find the right use cases to best leverage this technology, and the growing importance of human-in-the-loop automation. At Reform, we’re building a platform that combines specialized AI agents with configurable workflows, helping logistics teams automate their specific operations without losing oversight or control. Watch the full clip below, and stay tuned for deeper dives on each topic.
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Reform reposted this
Just back from #TPM25 — an incredible conference in the books 🚢 It was great to meet so many companies looking to adopt AI, connect with some of our customers, and showcase how Reform can put freight operations on autopilot so teams can focus on what truly matters. Events like these remind us that while technology is important, it's the relationships that make it all worthwhile. Here are some pictures from the conference and the entire Reform team — fully swagged up. Check out our founding engineers Mohamed and Seok manning our booth like no other and tell me about one company you've found whose engineers are willing to put on their sales hats at a conference and book some calls, I'll be waiting. We couldn't get Benn Bekic in one of the pictures, he was too busy talking about Reform at the events I wasn't invited to 😔 Also thank you Michael Baekboel for your killer support — I'm still digesting how you can pitch Reform so clearly in less than 5 words 😆 If we didn't have the chance to connect at TPM, reach out and let's talk about how we can make a difference for you!
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We’re assembling a team of the most talented engineers, designers, growth hackers, and industry operators and are #hiring a Founding Growth Lead to join us in San Francisco. Apply if you're interested or share this post with your network.
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Reform reposted this
Digital shoplifting on the rise? And is leadership the biggest barrier to AI adoption? Tune into this episode of Thoughts and Coffee where host Sarah Barnes-Humphrey chatted with Omar Abuhashish, Co-Founder at Reform about: 🛒 Why half of wealthy Gen Z & millennials admit to digital shoplifting 🤖 Superagency at work: Are leaders holding back AI adoption? 🚀 The difference between AI and automation It’s time to rethink the future of retail & AI! ☕ Missed it live? Catch the replay now! YouTube: https://lnkd.in/eWTZTW7n LinkedIn: https://lnkd.in/e7E4JzP
Digital Shoplifting & AI at Work: Are Leaders Holding Us Back?
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