Local fintech PoolPay.ai launches in Phoenix as first free online payment platform for pool service companies

PHOENIX, Sept. 12, 2025 /PRNewswire/ -- In the city often called the swimming pool capital of the world, a local fintech startup is tackling one of the industry's most persistent frustrations: getting paid on time.

For both pool pros and homeowners, billing has long been a source of friction. Invoices arrive late or inconsistently, payments are delayed, and pros often resort to awkward reminders to collect money for work already completed. Pool owners want reliability. Service pros want to be paid fairly and consistently. Neither has been satisfied with the status quo.

"Invoices that don't get paid on time are a hit to a small business or sole proprietor," said Ken Smart, founder of PoolPay.ai. "As a homeowner with a pool for many years, I'd have gladly paid a few more dollars if it helped my pool pro provide a better experience. However, back-office expenses aren't something all providers feel comfortable passing to customers. We've addressed that with the ways we chose to innovate the process. We've brought the cost down to zero for the pool professional."

Nobody gets into this work to chase invoices. They just want to keep pools clean and get paid.

Why the old tools fall short

Despite the size of the industry, most pool pros still rely on payment platforms built for accountants, not for trades. They are complex, time-consuming and force service pros to act like bookkeepers. The leading platforms were designed decades ago and never built for the way tradespeople work today. Many pool pros patch together spreadsheets, email templates or text reminders, leading to late payments, wasted time and unpredictable cash flow.

"Pool pros should be able to focus on pools, not on learning accounting software," Smart said.

Introducing PoolPay.ai

After more than 20 years in technology, including a decade at Salesforce where he wrote, designed and architected software for business process automation and user experience, Smart built PoolPay.ai, the only free billing platform made specifically for pool service professionals.

• Free for pool pros: Using strategies deployed by other recent fintech startups, PoolPay makes billing cost-neutral. "Pool pros no longer have to wrestle with how to pass along the cost of things like billing software. We've taken that down to net zero," Smart said.
  
  
• Modern experience: "One of the biggest innovations in our initial release," Smart said, "is the experience pool pros can now offer their customers, including autopay options, online payments and even Apple Pay and Google Pay. It provides a vastly improved experience for today's customers, especially a new generation that expects more convenience and flexibility from their service providers."
  
  
• Referral rewards: Pool pros earn $100 for every other pro they bring to the platform. Homeowners can earn up to $100 off their pool bill by referring their service provider as well.
  
  
• Capital access: Through capital partnerships, PoolPay also helps pool companies secure funding through business loans or merchant cash advances allowing pros to invest where it matters most for their business.

"PoolPay is built to help pros start strong, succeed and grow their business long-term," Smart said. Beyond payment processing, PoolPay has a roadmap of features for 2026 that aims to grow the platform into the operating system for pool companies, whether servicing a few pools as a side gig or hundreds for larger providers.

Why Phoenix first

Arizona is home to more than 500,000 residential swimming pools, with Phoenix leading the nation in pools per capita. The Valley is the ideal proving ground for innovation that supports the trades and the families they serve. With a large base of service providers in its backyard, PoolPay can work closely with pros to build tools that solve real needs.

"Phoenix runs on pools," Smart said. "But this isn't just a Phoenix problem. Pool pros everywhere face similar challenges. If we can perfect the platform here, we can help them in other pool-heavy metros like Florida, Texas and nearby Southern California."

A local founder with a worker-first mission

Smart has lived in Phoenix for more than 20 years. He spent his career crafting enterprise software, and as a lifelong pool owner who briefly tried starting a pool service, he saw firsthand how invoicing and payments hurt both pros and customers.

"During my corporate career I saw many business process innovations designed to improve corporate cash flow," he said. "No one was putting cash back in the small operator's pocket. PoolPay is my attempt to fix that. It's built for pros who can't invest in big-dollar back-office systems but still want to compete with larger providers."

PoolPay is now live and bringing new customers off its waitlist daily. Visit www.PoolPay.ai to join or refer your pool professional today.

SOURCE PoolPay