The Mistakes Immigrant Entrepreneurs Don't Make — And Why the U.S. Moving Industry Needs Reform

The U.S. moving industry is a massive, multi-billion-dollar segment of the service economy. But behind its scale lies a persistent and well-known problem: a lack of transparency. Hidden fees, last-minute add-ons, and bait-and-switch pricing have become so common that many customers approach relocations with more anxiety than expectation. The result is predictable—declining trust and rising reputational risk across the sector.

Against this backdrop, a new wave of founders is standing out. Entrepreneurs entering the U.S. market from the outside often build their businesses differently. And their approach highlights the very gaps the industry has failed to close.

Where the Market Breaks Down

Competition in the moving sector is intense—but instead of driving quality, it often pushes companies toward opaque pricing models. The typical pattern is familiar: a low advertised rate that doubles or triples once the crew arrives. Charges appear for stairs, heavy items, packing, "extra labor," or fuel. Customers rarely know the true cost until the job is done.

Weak regulatory oversight makes the problem worse. Standards vary widely across states, enforcement is limited, and many operators rely on aggressive pricing tactics simply to survive. The industry continues to function, but not to evolve.

What Strong Entrepreneurs Do Differently

Founders who enter the U.S. market without legacy habits can often avoid the very mistakes holding the industry back. Without the safety net of brand recognition or a long client history, they build the only competitive advantage they can rely on: trust.

This is the strategy behind AFD Movers Inc, founded by California-based entrepreneur Yerzhan Arysov. Coming from a different business environment, he entered the market with one principle—no hidden fees. The company states that they reject "fine print" pricing, set fixed rates from the start, and provide up to $2 million in insurance coverage, something rare even among established players.

In the early years, AFD Movers intentionally took low-margin jobs simply to earn honest Yelp and Google reviews. That investment paid off: today, the company serves 250–300 clients per month and employs more than 30 people.

The Mistakes They Refuse to Make

Mistake #1: Hiding the real price.
Transparent, upfront pricing increases loyalty, even if it complicates sales.

Mistake #2: Trading quality for volume.
Reputation grows slowly, but once built, becomes the strongest differentiator.

Mistake #3: Cutting corners on insurance.
Insurance coverage becomes part of the value proposition, not an afterthought.

Mistake #4: Underestimating digital reputation.
Online reviews function as capital—public, measurable, and long-lasting.

Why This Approach Matters for Reform

The moving industry won't change through regulation alone. Real reform is emerging from the bottom up—from companies that treat transparency not as a marketing tool but as a business model. These operators shift customer expectations, and the market gradually follows. Honesty becomes not a virtue, but an economic advantage: companies with clear pricing may retain more customers while potentially reducing acquisition costs.

In the long run, these forward-thinking players may form the foundation of the industry’s next phase—a market overdue for modernization.

Stories like AFD Movers show that sometimes transforming an industry begins with simply avoiding the mistakes everyone else considers normal.

Image credit: Yerzhan Arysov

This post was authored by an external contributor and does not represent Benzinga's opinions and has not been edited for content. This content is for informational purposes only and not intended to be investing advice.