Feature of Texan’s Choice Awards ‘Favorite Startup’: Supply Pay CEO, William Steele

Out of Texas Venture Fest’s 3,000+ submissions and registrations, the Texas Choice Awards (the People’s Choice Awards for Texas Innovation), was Texas’ favorite startup, Supply Pay. William Steele received a Texas Crystal Boot Award on stage at The W Hotel in Austin during the Texas Venture Gala & Forum Awards Ceremony in May 2025 with other Great Texan Leadership including Best Texas Venture Fest, Best Investor, and Best Community Leader, starting with William on far right to left as pictured here.

Can you share with us the context of the founding story of Supply Pay and how it’s morphed over time? 

A: Supply Pay’s story begins with co-founder Jorge Ayala, who grew up in an agricultural family in Guanajuato, MX. After earning his degree in finance, he worked in accounting at a tomato export co-op before serving as CFO for a fresh produce importer in McAllen, TX. During that period, Jorge pursued his MBA, where he developed an idea called Veggie Ventures—which would later become Supply Pay.

Ms. Persephone at Weslaco’s CIC (Center for Innovation & Commercialization) saw Jorge’s MBA capstone project, and decided to introduce him to local entrepreneur William Steele. The first meeting took place at William’s family restaurant, Le Pho House, a local success in the Rio Grande Valley. Our conversation lasted hours and ended with a decision: build the first version of Supply Pay.

The initial vision focused on solving the long and unpredictable cashflow cycles in cross-border trade—especially fresh produce moving between the U.S. and Mexico. Over time, through close collaboration with customers, Supply Pay evolved beyond providing liquidity into a broader operating system for trade. Today, the platform includes modules for supply chain visibility, embedded finance, invoicing, inventory management, traceability, and multi-party order orchestration. What began as a solution for fresh produce trade has grown into a mission: become an indispensable partner for all stakeholders involved in cross-border trade.

What makes Supply Pay unique and how does it/can it address current challenges in the market?

A: We’ve shaped Supply Pay through a blend of firsthand cross-border trade experience and direct customer feedback. So the functionality we have built, whether it's our trade finance module or our WhatsApp bot for real time shipment tracking via cross-border truck drivers–we have built the system to solve real-world problems. 

A timely example is the repeal of the Tomato Suspension Agreement by the U.S. Department of Commerce. This change has created serious challenges for fresh produce importers, adding cashflow strain, thinner margins, and heightened compliance demands. Many of these companies are now juggling unpredictable payment schedules while trying to maintain stable operations.

Supply Pay helps ease that burden by automating invoicing and collections, accelerating payments, and offering embedded early-payment financing when liquidity is tight. Suppliers gain clear visibility into when funds will arrive, and importers can access flexible options to bring cash forward—transforming uncertainty into stability in a volatile regulatory environment.

Unlike many of the legacy platforms in this space, which still rely heavily on manual input and entry processes, Supply Pay embraces automation and AI to cut out repetitive tasks, reduce errors, and free up teams to focus on growth. By doing so, we not only support compliance and efficiency but also help our clients remain resilient in the face of shifting market and policy conditions.

What are you most proud of running this startup?

A: I am most proud of our team. The relationships they have built with each other and with our customers truly reflects the spirit of service that Jorge and I attentively cultivate within the company. Last month we had another record setting month, and this accomplishment is due to our team of sharp minds–they are all finding their stride and this fills me with pride. 

It’s obvious you're a special story and proud moment emerging from Texas’ Rio Grande Valley. What do you think factors into that?

A: Historically, the Rio Grande Valley has been known for its strength in trade and agriculture, industries that have shaped the region’s identity for generations. What makes Supply Pay’s story meaningful is that it shows the RGV can also be a birthplace for high-growth technology companies. Our progress demonstrates that entrepreneurs here don’t need to leave the region to build something impactful. We can create, scale, and compete on a national level right from the Valley.

I believe that sets a new standard for what’s possible: blending the RGV’s legacy in commerce with a future built on technology and innovation. It’s proof that the same grit and entrepreneurial spirit that has fueled farms and trade for decades can also fuel world-class startups, opening doors for the next generation of founders in South Texas.

How have you seen the region change over time? What was it like and the feeling when you first started and how is it now in 2025 and beyond?

A: There’s a landmark that, to me, symbolizes a real turning point for the Rio Grande Valley: the eBridge Center in Brownsville. I have a personal connection to that building—I still remember walking into the offices before they were even publicly open, tossing around startup ideas with sharp ecosystem builders like Nathan Burkhart and Nelson Amaro. At that time, the Valley felt like a startup desert, and the eBridge became the first true oasis for founders.

Since then, the momentum has grown. Each city—Weslaco, McAllen, Mission, Mercedes, Harlingen, Pharr, and Edinburg—has taken steps to cultivate its own ecosystem, creating new opportunities for talent and business to thrive. With space companies setting up headquarters in Brownsville, SpaceX right next door, and new tech ventures emerging through programs like the Ruby Red initiative in Mission and the Startup Texas Accelerator in Brownsville, the landscape feels entirely different from when we first started.

Now, in 2025 and looking forward, I see the Valley as a place where more and more entrepreneurs will step into the arena. The foundation has been laid, the resources are growing, and the belief is spreading that world-class companies can be built right here in the RGV.

Would you like to share some of the past successes and future goals of Supply Pay?

Since starting the company ~19 months ago we have successfully financed over $10MM USD in trade between suppliers and buyers across U.S & MX trade. We are a long way from our goal of providing liquidity to 1,000,000 transactions per month. We are aiming to hit that milestone by 2030. 

What's your favorite thing about building a company / Supply Pay?

My favorite part of building Supply Pay is the people I’ve met along the way, fellow founders, builders, and investors who are tackling hard problems with creativity and grit. I’ve learned something valuable from each of them, and I’m grateful for the ‘frientorships’ that have come out of this journey. Some people that blur the line between friend and mentor whom I admire include Max Albert, building Adrenaline Interactive; Brett Hurt, who just launched his podcast Love Conquers Fear; and Juan San Miguel, building Top Gym the mecca for our fitness movement in the Rio Grande Valley.

Did you really beat Richard Branson in chess recently— tell us about that! Do you have any other unique or interesting startup stories you’ve experienced as part of your founder journey?

Yes, I did have the unexpected honor of playing Sir Richard Branson in a chess match. The opportunity came through an invitation to the Principled Business annual Necker Island summit, where Alexander McCobin (another person everyone should have on their radar) and the Principled Business team convene values-driven entrepreneurs and investors. Playing chess with Richard was surreal, but the real highlight was the community I met there: principled, ambitious builders who care about impact as much as returns. Encounters like this demonstrate to me how entrepreneurship opens doors to extraordinary experiences and connections.

Closer to home, I also have plenty of stories from our work along the U.S.–Mexico border — from visiting growers in rural towns of Mexico to navigating trade challenges firsthand with CPAs and investors along the border. Each trip reinforces why Supply Pay exists: to make cross-border trade more efficient and sustainable. These experiences, whether on Necker Island or in the fields of Mexico, are some of what make this journey so rewarding and unique.

Would you like to share with us a fun fact that maybe we don’t already know about yourself?

Most people don’t know this, but I am a published science fiction author. I really enjoy stories where the creator has created a whole world or set of worlds. Some of my favorite creators are Hiromu Arakawa, Hironobu Sakaguchi, and Ursula K. Le Guin.

How can people stay connected with you in order to be updated on your future endeavors?

Here are some ways to stay connected connect with me in order of platform usage: on LinkedIn where I am most active, connect me on Instagram where I am less active, and on X.