When Microsoft veteran Chris Puelma started as chief executive officer of Houston-based transportation management system provider PCS Software in January 2020, he saw a big opportunity for growth and value creation. PCS is an incumbent in the FreightTech industry, having been founded in 1997 to serve asset-based trucking carriers, and over the years had accumulated an enormous amount of data and industry expertise that could be leveraged for the benefit of a broader user base.
“The software...