Jaro

What is Jaro?

Jaro is the company I co-founded and where I’m CTO. It started in Mexican freight and logistics and — after a year of building in the real economy — became the company behind Reley, our platform for collecting and verifying the documents businesses need from each other, built for AI agents. The founding team is Jafeth Vázquez Navarro (CEO), me (CTO).

The short version: we kept trying to build logistics businesses, kept hitting the same wall, and eventually realized the wall was the product.

The road we actually took

1. A hands-on 3PL. We started operating as a third-party logistics provider — scrappy and close to the ground, moving real freight for real shippers. That’s where we learned how Mexican logistics actually works, and where it breaks.

2. “Uber for freight.” The obvious next step was a marketplace matching carriers and shippers. Mexican freight turns out to be structurally hard to marketplace: it’s fragmented and largely informal, payment terms are brutal, and neither side will transact until they trust who’s on the other end. A matching engine doesn’t fix any of that.

3. Factoring. So we followed the demand into financing — factoring carriers against their invoices. There was real appetite for it. But it’s a lending business, capital-intensive and not the company we wanted to build.

4. The wall was always identity. Across every version — onboarding a carrier, clearing a shipper, underwriting a loan — the first question was the same: who is this, and can I trust what they say about themselves? Every deal stalled on validating identity and credentials before anything else could happen.

5. JaroVerify → Reley. We built JaroVerify to solve that for ourselves: a way to collect and verify a counterparty’s documents and credentials before transacting. That turned out to be the part everyone wanted, and it generalized far beyond freight — to any logistics or finance team that has to chase, verify, and renew documents. JaroVerify became Reley.

What Jaro built along the way

The freight directory we started with still draws roughly 5,000 monthly visits — a small, real reminder that we shipped things people used at every step, not slideware. Each pivot was a response to what the market actually did, not a change of mind.

Why this story matters

The throughline isn’t logistics — it’s trust and verification between businesses, which is the same problem I’d spent a decade working on before Jaro (SSO and SCIM, bank-grade multitenancy, fintech compliance). Freight was where the need became undeniable and where we found the wedge that generalizes. Reley is that wedge, aimed at the moment AI agents start operating these workflows and need verifiable inputs and a record of every decision.