How This 8-Figure Mover Turns Data into Dollars with SmartMoving

Moving companies often battle with clunky software that feels like it's from 1995. But Firefighting's Finest found a better way.

As a mover who worked up to Director of Corporate Operations, Brazos Fuller has seen it all. And when legacy software started holding them back, he knew it was time for a change.

"With MoveStar, we had a growing list of needs that weren't being addressed. Emails went unanswered, promised features were never released. We were paying more, and they weren’t coming out with anything new.”

When "good enough" isn't enough

Like most growing movers, Firefighting's Finest started with what worked—until it didn't. Their legacy system MoveStar was built for military moves, not real-world operations.

Brazos and his team had hit a wall.

🚫 Wasting hours a week on data entry

🚫 Paying extra $$ for third-party contracts

🚫 Wishing their software could keep up with their growth

But change isn’t easy, especially with four locations. Firefighting’s Finest was only willing to switch their moving company software if it passed the test.

"SmartMoving had an answer to everything on our wishlist. They even have a feature request dashboard to intake new requests. That gave us the confidence to switch.”

Partnering with people who get it

For Brazos, it wasn’t about flashy bells and whistles. It was about follow-through. 

"SmartMoving said from the get-go they were working on advanced reporting, and they put it out quickly. It’s exciting to see it come alive.”

Plus, being teamed up with a SmartMoving Success Manager who understands the industry gives Brazos an extra resource in his corner, not just for software questions, but to help unblock problems and improve the business overall. 

When Brazos was worried about crew members having to learn a new contract in a new format, the SmartMoving team took exactly what they had and replicated it in SmartMoving so it looked the same for the guys in the field. 

The SmartMoving team is willing to listen and update the system based on what they hear from us.”

Firefighter’s Finest went from complicated interfaces built for Department of Defense contractors to an easy-to-use platform that continues to get better. 

"The transition to SmartMoving was smooth, and learning it was easy.”

Brazos’ favorite features: 

✅ More automation = less human error

✅ Logging in from anywhere (not being tied to a server)

✅ Selling full valuation coverage from the Crew App

✅ Sales dashboard—didn't have anything like it in MoveStar

But the biggest game-changer for Firefighting's Finest?

Smart Insights: the ultimate reporting system

Brazos and team already tracked important moving KPIs, like estimate accuracy and profitability. But when SmartMoving launched Smart Insights—based on feedback from actual moving companies—he knew things were about to get a whole lot easier.

"We love the pre-built reports in Smart Insights. The SmartMoving team is adding new reports so quickly. We have all this advanced reporting without having to build it ourselves, which saves a ton of time, especially in peak season.”

Advanced reporting means Brazos can take canned reports, like Booked Opportunities, drag-and-drop additional information onto it, and automatically send it to managers across the company. 

Brazos also uses Smart Insights to…

✅ Reconcile expenses by location

✅ Track profitability from sales contests

✅ Catch (and fix) missing details or errors

"I knew what I wanted from our reporting, and Smart Insights delivered. Not only is our reporting better—we’re reporting on information we never had before.”

As one of Smart Insights’ earliest adopters, Brazos is fired up about the future: “Within the next few months, the majority of our reporting will be coming from SmartInsights. There’s so much it can do.”

Putting the data to work

With reporting ramped up, Brazos is putting solid structure around the company’s KPIs.

"We look at reports in Smart Insights daily to coach our team, reward our team, and hold them accountable. It’s improved our ability to track KPIs and respond to challenges quickly.”

Now, hitting targets isn’t a guessing game. When KPIs go off track, like if a local job is under 55% profit, Brazos knows it—in real time. 

And even though the reporting is advanced, learning it doesn’t require an advanced degree. It’s made for movers, not data scientists, and SmartMoving offers a quick learning course to get new users up to speed in under an hour. 

"Watching the tutorial videos in SmartMoving gave me ideas for things we hadn’t even discussed yet, like reporting on lead time to service date. That’s information we can use to look at our resources and rates, review those numbers with sales, and make positive changes. There’s so much to explore!”

Real visibility, really

For Firefighting's Finest, SmartMoving didn't just automate the day-to-day—it transformed how they use data and make decisions.

Here are the results: 

✅ Profit tracking by move type, crew, location—any way you want to slice it

✅ Sales and crew performance, with coaching based on real data

✅ Accurate reporting that doesn’t take hours or cause migraines

✅ Real-time answers: no exporting, no waiting, no guessing

✅ Issues fixed now, not at the end of month or next quarter

"With Smart Insights, there’s an answer for everything. Even when I think I’ve reached the limit of what the system can do, there’s a way to get the data I need, exactly where I need it.”

Ready to master your company’s data without opening a single spreadsheet? See how in a live tour.