How Trell Pivoted from Freight to Fintech to Solve Cash Flow Challenges

What happens when a logistics tech founder realizes the real problem isn’t moving goods, it’s moving cash? For Sultan Bandar, founder of Trell, that realization sparked a bold pivot from digital freight forwarding to fintech. Today, Trell provides Shariah-compliant invoice financing to help logistics businesses solve cash flow challenges and grow faster.

Can you share a brief note about yourself?

I come from a technical background with hands-on experience in the logistics industry. I initially launched Trell as a digital freight forwarding platform to simplify cargo movement. However, after closely working with clients and deeply understanding their pain points—especially around delayed payments and cash flow constraints—I pivoted Trell into a fintech company. Today, we help logistics businesses get instant liquidity through Shariah-compliant invoice financing solutions.

Why did you choose to start a business?

I wanted to solve a real problem I experienced firsthand in the logistics sector. I saw how delayed payments were stalling growth for many companies, and I believed that by combining my tech background with financial tools, we could build something impactful and scalable. Starting a business gave me the freedom to test ideas quickly and create tailored solutions for a niche market.

How did you start your business?

We started by launching a simple platform to connect shippers and transporters. But as we grew closer to our customers, we listened more and realized their biggest issue wasn’t matching shipments—it was cash flow. That insight led to our pivot. The early days were all about experimenting, talking to users, and iterating fast. We bootstrapped, kept our operations lean, and focused on learning from every conversation. After making the pivot into fintech, we successfully closed a funding round to support the new direction. One of the most important decisions that followed was inviting Khaled—who was previously a competitor before the pivot—to join us on this journey. His experience and perspective added real value to our mission.

What do you wish you’d known before you started your business?

I wish I’d known how critical it is to validate the core problem before building the product. Also, the importance of surrounding yourself early with people who complement your skill set—whether in tech, operations, or finance. It would’ve saved a lot of time and energy.

Did you have any support in your journey?

Yes, I’ve had mentors and networks who provided guidance, especially during critical decision points like our pivot into fintech. Programs like accelerators and early partnerships gave us access to insights, connections, and credibility that helped speed up our growth.

What is your greatest challenge as a business owner?

Balancing speed with compliance has been a major challenge—especially in a highly regulated sector like fintech. Navigating the Saudi Central Bank sandbox, aligning with Shariah principles, and still moving fast enough to capture market demand requires constant coordination and discipline.

What advice would you give to your past self before opening your own business?

Focus earlier on understanding the real problem, not just building a solution. Talk to more users before writing a single line of code. And don’t wait for the “perfect” product—launch, learn, and iterate.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders?

Start small, stay close to your customers, and be ready to pivot. Build with purpose, not just for hype. And surround yourself with people who challenge your thinking but believe in your vision.