Travis Holoway and Rodney Williams hit upon a brilliant strategy to disrupt the payday lending business with a tool that would be much more borrower-friendly. That tool is the SoLo Funds app, available from both the App Store and Google Play. The app lets borrowers set the terms. Remarkably, lenders are generous. That may have something to do with the fact that in the company’s short operating history they’ve seen the same people become both borrowers and lenders. The community they are building can completely change the short-term lending business.