William Lively Harnesses Technology to Drive Innovation and Promote Equity

When William Lively founded EXtrance, he set out to solve a problem that had frustrated many investors for years. Commercial real estate data was often difficult to trust, hard to access, and even harder to understand, especially for those working with outdated systems and unreliable technology.

Seeing an opportunity to fix those pain points, Lively built a platform that used artificial intelligence, machine learning, and blockchain to make investment data more accurate, transparent, and accessible. From the start, he stayed closely involved, guiding the company’s direction with a long-term mindset and a focus on usefulness over hype.

That approach helped the company earn the trust of major institutional clients and, eventually, led to its acquisition by one of the world’s largest investment banks.

“The key strategy that’s fueled my growth has been relentlessly focusing on value creation—not just for clients, but for partners, team members, and investors,” he said.

Today, Lively remains focused on making investing more accessible while helping underserved communities gain access to education, mentorship, and technology.

Running a Team Without Micromanaging It

As a leader, Lively doesn’t rely on gut instinct alone. Before making a major decision, he gathers the best information available, tests his assumptions, and seeks input from people who challenge him to think differently. 

“Sound decisions come from triangulating between data, intuition, and dialogue,” he explained.

That process plays out regularly at EXtrance, especially during high-stakes platform decisions or investor negotiations. Lively and his team follow a rigorous but flexible approach—structured enough to stay disciplined, yet open enough to allow creative problem-solving. Whether preparing for an investor meeting or evaluating a new product feature, he takes time to consider the issue from every angle.

Some situations call for his direct involvement, especially those tied to the company’s future or key relationships. In other cases, he steps back and gives others room to lead.

“I apply a ‘highest-leverage’ filter,” he said. “If a task is directly tied to vision-setting, investor relationships, or existential decisions, I stay close. But if it’s something someone else can own 80 percent as well—or better—I delegate, empower, and get out of the way.”

That mindset has helped his team become even stronger. Lively recalls one of EXtrance’s top engineers who began to fall behind as the company scaled. Though her technical skills were excellent, she struggled with the growing pressure of cross-functional demands. Rather than replace her or move her to a different team, he restructured her role, pairing her with a colleague who could handle product strategy while she stayed focused on technical design.

With that support, she led the development of the very system that helped secure the company’s acquisition. In Lively’s view, strong leadership doesn’t mean taking over every task. It means creating the right conditions for others to succeed and giving them the trust and space to grow into leaders themselves.

Seeing the Industry From Both Sides

Before launching EXtrance, William Lively spent years gaining experience in both finance and technology. He co-founded SyndEX Labs, where he led the development of blockchain-based tools designed to make alternative investments easier to navigate and more accessible to a wider range of users. 

Following that role, he became a partner at DCI Capital Advisors, one of the first venture capital firms in the United States to focus exclusively on blockchain innovation. There, he advised early-stage startups through funding rounds and helped them make smart, forward-thinking decisions about technology.

These roles gave him firsthand insight into what helps a business grow and what holds it back. He saw how smart technology could make a real difference, but only when it was built to fix real problems, not just to follow the latest trends. 

That experience gave Lively the confidence to start EXtrance, a platform built not just to meet current needs but to keep delivering value even as the industry evolves.

Opening Doors Through Technology

In 2020, Lively established the William M. Lively Foundation to help people in underserved communities across Minnesota gain access to the tools and knowledge they need to succeed. The nonprofit focuses on digital education, mentorship, and business skills, especially in areas where opportunities are often out of reach.

The foundation partners with local organizations to offer hands-on training tailored to the needs of each community. Programs range from youth mentorship to tech workshops, all aimed at expanding access and creating real, lasting opportunities.

While much of this work happens behind the scenes, it reflects a deeper belief that progress starts with listening to the people you’re trying to help. Lively believes technology should not be used only to drive profit, but to expand access and improve lives. He continues to support tools and solutions that are inclusive, equitable, and empowering.

“I’ve applied the same strategy in my nonprofit work: identify gaps, build trust, and deliver impact,” he said.

Through this foundation, Lively continues to extend the reach of innovation, ensuring that the benefits of technology don’t stop at the boardroom but reach classrooms, community centers, and the next generation of problem solvers.

Connecting Tasks to a Larger Purpose 

William Lively believes effective leaders know where they’re going, stay humble, make tough choices when needed, and take responsibility for their actions. He puts these values into practice by being clear, empowering his team, and being there when people need support.

“Leadership is earned moment by moment—and it’s as much about how you show up on a hard day as it is about big wins,” he said.

At both EXtrance and his foundation, he works to create environments where people feel seen, stretched, and supported. He leads with transparency and believes in confronting problems ahead of time so that they can’t get worse. 

“When something’s broken or expectations aren’t aligned, I believe in getting in front of it early—no spin, no defensiveness,” he said.

Lively believes people do their best work when they understand why it’s important. For him, motivation comes from a mix of clarity, ownership, and belief.

“I paint a clear picture of why the work matters—not just to the business, but to the world,” he explained. “I also give people real responsibility and trust them to lead. And finally, I celebrate progress, even small wins, because momentum is contagious.”

That carries over into how he sets and tracks goals. To keep team members aligned and engaged, he ties every major objective to outcomes that serve the business, the user, or the mission. 

“We used OKRs at EXtrance, but only after aligning them with broader strategy and cultural buy-in,” he said. 

Each quarter, he checks in with his team and board, not just to review numbers, but to assess whether they’re making meaningful progress and moving in the right direction. In his mind, shared momentum matters more than surface-level metrics.

Balancing Today’s Work With Tomorrow’s Vision

Even after the acquisition of EXtrance, William Lively continues to push himself to grow. He stays active in the industry by taking part in private strategy discussions, advising companies, and studying emerging areas like artificial intelligence and tokenization.

To him, learning is never optional. He regularly sets aside time to read, reflect, and engage in conversations with people who challenge his thinking. At the same time, he makes a point to stay connected with the people who helped him along the way, including mentors, former colleagues, and collaborators. 

“I treat relationships as long-term investments—built on authenticity, responsiveness, and mutual respect,” he said. “I’ve found that showing up consistently (especially when there’s no immediate gain) builds trust over time.” 

He offers help where he can, always careful not to overpromise. In his experience, integrity is what people remember most.

Whether advising a business or empowering a community, Lively isn’t just thinking about the future. He’s actively using technology as a tool to build it—more thoughtfully, more inclusively, and with long-term impact in mind.

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