From Freight to Fintech: How Sultan Bandar Pivoted Trell to Solve Cash Flow Challenges in Logistics

Sultan Bandar — Founder, Trell

What happens when a logistics tech founder realizes the real problem isn't moving goods, it's moving cash? For Sultan Bandar, 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.