FirstFleet’s live demo proves power of smarter fuel routing
When the lights came up at FreightWaves’ F3: Future of Freight Festival this fall, few expected one of the most talked-about sessions to shift the conversation away from agentic AI and toward something a little more grounded: fuel routing.
That’s exactly what happened when MapUp took the stage with FirstFleet, Inc. to debut its new prescriptive fuel-routing platform, FuelGuru, in a live, on-stage demonstration. The demo was led by Austin Henderson, Chief Information Officer at the Nashville-based dedicated carrier FirstFleet.
The result wasn’t just another product pitch. The demo offered a rare glimpse of technology delivering a measurable impact on one of a fleet’s biggest cost drivers: fuel.
Instead of relying on canned data, MapUp’s session unfolded entirely live. Henderson, one of FuelGuru’s early adopters, ran the system on actual FirstFleet route data, showing how the platform dynamically identified optimal fueling locations and prices in real time.
FuelGuru’s algorithm continuously factors in dozens of variables, such as fuel prices, route geography, truck MPG, tank levels, out-of-route criteria, tolls, and even the hidden cost of out-of-route miles. This ultimately generates the most cost-effective fueling plan for every trip.
“Fuel decisions look simple on paper but can cost fleets thousands if done wrong,” Henderson told the audience. “FuelGuru makes those complex calls instantly, with precision we couldn’t achieve manually.”
As the demo unfolded, attendees watched FuelGuru recalculate routes on the fly, surfacing meaningful savings per load, often between $30 and $60 per trip. For large enterprise fleets, that translates into millions of dollars in annual savings.
Fuel remains the single largest variable cost in truckload operations, accounting for roughly 25–35% of total expenses. While fuel card programs and basic optimization tools have existed for years, most rely on static pricing data or broad network averages. According to MapUp, those tools miss the “true cost” of fueling decisions.
“Traditional fuel optimization focuses on price per gallon,” said Katie Mahlawat, CEO and co-founder of MapUp. “But fleets know fuel cost isn’t just about price. It’s about where, when, and how you buy. Every extra mile for a cheaper pump erodes savings. FuelGuru captures the full picture in real time.”
FuelGuru’s edge lies in its dynamic optimization engine, built to integrate directly into a carrier’s TMS and telematics stack. By blending live price feeds, routing intelligence, and vehicle-level fuel data, the system produces driver-specific recommendations, no spreadsheets required.
For FirstFleet – a carrier known for its disciplined operations and embrace of technology -– adopting FuelGuru was a logical next step after its success with MapUp’s GPS-based tolling solutions. The company operates more than 2,500 trucks and over 11,500 trailers nationwide, hauling freight for major U.S. shippers.
“We’ve invested heavily in telematics, routing, and sustainability,” Henderson said. “Fuel is one of those areas where even a 2% improvement moves the needle. We were drawn to FuelGuru because it doesn’t just flag savings opportunities – it operationalizes them for our drivers.”
During the demo, Henderson spotlighted one of FuelGuru’s most practical features: its driver-facing guidance. Instead of a static list of “preferred stops,” FuelGuru updates fuel recommendations mid-route based on live conditions and integrates seamlessly with mobile dispatch tools. NavGuru, MapUp’s driver-facing app, provides turn-by-turn navigation to each recommended stop, ensuring adoption in the cab.
That adaptability, Henderson noted, has reduced fuel-behavior variance across FirstFleet’s drivers, a common challenge in large operations.
FreightWaves’ F3 has become a proving ground for freight-tech innovation, where startups and legacy players compete for attention from industry leaders, investors, and fleet executives. For MapUp, debuting FuelGuru through the lens of a customer rather than a pitch deck was a strategic masterstroke.
“It’s one thing to talk about optimization,” Mahlawat said. “It’s another to have a respected carrier like FirstFleet show it live. That authenticity resonated.”
The post-session buzz was immediate. Attendees crowded MapUp’s booth for follow-ups, eager to see how FuelGuru could plug into their operations. There was a clear takeaway: Fuel optimization, long a back-office afterthought, was back in the spotlight.
Following the demo, MapUp saw a surge of interest from fleets seeking to go beyond traditional rebate and network strategies. Many are now exploring how AI-driven optimization can complement procurement and sustainability efforts.
“Fuel efficiency has always been about squeezing more miles per gallon,” Mahlawat said. “FuelGuru shifts that conversation to where and when those gallons are purchased. It’s the next big lever in cost control.”
For FirstFleet, the collaboration has unlocked new insights into operational data. “We’re no longer just asking how much we spent on fuel, we’re asking why and what we could have done differently,” Henderson said. “FuelGuru gives us that visibility.”
For MapUp, the success of the F3 live demo signaled more than product readiness, it revealed an industry ready for transformation. With freight margins tightening and volatile fuel markets, smarter fuel decisions may well define profitability.
“Our goal with FuelGuru is to empower every fleet – no matter the size – to make data-driven fuel decisions instantly,” Mahlawat said. “The F3 demo proved the technology is ready – and the industry is too.”
About MapUp
Fleets bleed millions every year to toll and fuel inefficiencies – 30+ day delayed toll billing, surprise violations, and out-of-network fuel stops. MapUp fixes that. Born in Silicon Valley, MapUp is revolutionizing how fleets manage tolls and fuel through GPS and AI-powered intelligence. Operating in 100+ countries, MapUp helps fleets cut toll spend, prescribes the cheapest in-route fuel, and drives compliance with navigation that actually updates on the go. Its suite of products – TollGuru®, FuelGuru, NavGuru, TollTally®, TollPay®, and TollMatch® – deliver measurable savings, faster billing, and happier drivers. By turning fragmented data into real-time decisions, MapUp is building the intelligence layer for transportation economics, transforming a fragmented industry into one powered by data, automation, and insight. For more information, visit
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