Freight transport is one of the major causes of CO2 emissions and congestion globally. For the past thirty years, policy attempts and research initiatives have been carried out to create modal shift to rail and waterborne transport. However, we still experience a system that is predominantly truck-based, and that does not exploit the full potential of the well-connected network and the deployed capacity. By aligning business models, operations, regulations, behavioural incentives, data management, and AI, we lead the transition to a sustainable and fair “matching platform” for composite services, defined as Freight Mobility as a Service (FMaaS).