Jaime Jorge Martinez Soto

Powering the Future: The Evolution of Terra

For the founder of Terra, energy is not merely a commodity to be bought and sold, it is the very heartbeat of human civilization. From the discovery of fire to the steam engine, and from fossil fuels to the splitting of the atom, every major leap in human history has been defined by our ability to harness power.

“I’ve always been obsessed with energy,” the founder says. “It drives progress and evolution. Every time humanity discovers a new way to harness more of it, we advance.”

This obsession crystallized into a vision 20 years ago. Fresh out of undergraduate studies and working on an Oil & Gas trading floor in Houston, the young professional looked past the tickers and margins and saw something else: deep inefficiency. The traditional grid was aging, wasteful, and ripe for disruption. In that moment, the concept of a decentralized utility was born.

Building on Grit and Fundamentals

The road from a trading floor epiphany to a market-leading company was never paved with ease. Disrupting one of the world’s oldest and most stable industries requires a specific kind of tenacity.

“I’ve never doubted the company’s success because the fundamentals have always been there,” the founder reflects. “It was a matter of executing the idea.”

That execution required grit. Every year brought new hurdles, but 2025 proved to be the crucible that defined Terra. Faced with rapid, sweeping regulatory changes, the company couldn’t afford to hesitate. They had to move with strategic speed. By navigating those turbulent waters, Terra emerged not just intact, but in the strongest position in its history.

A Strategic Alliance

No visionary builds a world alone. As Terra scaled, they needed a financial partner that was more than just a lender. They needed a believer. They found that in Banesco USA.

“In one word: AMAZING,” the founder says of the partnership. While traditional banks might shy away from new business models, Banesco USA had the courage to back a vision that was “new and better.” Our nimble, decisive, and strategic support allowed Terra to navigate its financial journey with confidence.

“Our relationship keeps growing, and I expect us to go very far together,” Martinez Soto notes.

The Next Revolution

Today, what gets the founder out of bed is the same thing that inspired him in Houston two decades ago: the promise of progress. But now, the stakes are higher. As the world stands on the precipice of the AI revolution, the hunger for power is insatiable.

“We need energy, as much of it as we can get,” he asserts. “AI is once again proving my core belief: energy is progress.”

Terra is uniquely positioned to meet this surge in demand by producing and delivering energy more efficiently than its competitors. The vision has come full circle. Customers, investors, and suppliers are no longer just watching; they are believing.

Reflecting on the journey, the founder offers a clear philosophy on leadership: “The role of a CEO is to define the vision, communicate it with absolute clarity, secure the capital to fuel it, and build a world-class team capable of turning that vision into reality.”

With the team in place, the capital secured, and the vision clear, Terra is ready for the next 20 years of powering human potential.