The platform, which launches in the St. Louis metropolitan area this summer, functions similarly to established rideshare apps but focuses specifically on the logistics of large, oversized cargo. By allowing owners of cargo vans, flatbeds, and trailers to monetize their underutilized assets, the startup aims to provide a cost-effective alternative to traditional moving services for homeowners, contractors, and small businesses. The system includes pre-screened drivers, upfront pricing, and real-time tracking to ensure reliability.

Roberts conceived the idea during his own home renovation project, noting the lack of efficient options for short-distance hauling. The startup’s potential has already drawn regional attention: HAULa was recently named a finalist in the 2026 Arch Grants Startup Competition and earned a spot on the St. Louis Business Journal’s "Startups to Watch 2026" list. Beyond its core operations, the company is aligning with local nonprofits, including a partnership with the Mound City Fund to support home restoration efforts in the region.