In Phoenix, often called the swimming pool capital of the world, a local fintech startup is tackling one of the industry’s most stubborn pain points: timely payments. For years, billing has created friction between pool service providers and homeowners. Pros struggle with delayed or inconsistent invoices, while customers are left frustrated by unreliable processes. Service professionals want to be paid fairly and consistently, and pool owners want a smooth, dependable experience-yet the system has rarely satisfied either side.

Ken Smart, founder of PoolPay.ai, experienced the issue from both perspectives as a homeowner and a brief pool service provider. “Invoices that don’t get paid on time are a hit to a small business or sole proprietor,” he said. “As a homeowner with a pool for many years, I’d have gladly paid a little more if it meant my pro could provide a better experience. But many providers aren’t comfortable passing back-office costs on to their customers. We’ve addressed that by bringing those costs down to zero for the pool professional.”

Traditional billing tools have failed this sector. Most pool pros still rely on software designed for accountants, not tradespeople. They are complex, outdated, and force providers to spend time acting like bookkeepers rather than focusing on their core work. Many end up patching together spreadsheets, emails, or text reminders—methods that lead to late payments, wasted hours, and unpredictable cash flow. “Pool pros should be able to focus on pools, not on learning accounting software,” Smart explained.

Drawing on more than 20 years in technology, including a decade at Salesforce building business process automation and user experience systems, Smart created PoolPay.ai—the first free billing platform designed specifically for pool service professionals. The platform offers an experience tailored to today’s expectations, from autopay and online payments to seamless Apple Pay and Google Pay integration. It removes the dilemma of how to cover billing costs by making the process cost-neutral, rewards referrals from both pros and homeowners, and even provides access to business capital through partnerships that help fund growth.

Smart envisions PoolPay as more than just a payment solution. With a roadmap extending into 2026, he plans to evolve the platform into a complete operating system for pool companies, whether serving a handful of customers or managing hundreds across larger operations. Launching in Phoenix was a deliberate choice. With over 500,000 residential pools and the highest pools-per-capita rate in the country, the Valley offers a dense testing ground where PoolPay can refine its tools alongside local providers. The ultimate goal is to scale into other pool-heavy regions such as Florida, Texas, and Southern California.

For Smart, the mission is personal. Having lived in Phoenix for more than two decades, worked in enterprise software, and owned a pool himself, he has seen how outdated invoicing and payment systems drag down small operators. “During my corporate career I saw innovations that improved corporate cash flow, but no one was putting cash back in the pockets of small operators,” he said. “PoolPay is my attempt to change that. It’s built for the pros who can’t invest in expensive back-office systems but still want to compete and grow.”