Sequence
London software that automates the full quote-to-revenue lifecycle for B2B companies: pricing, contracts, billing, collections and revenue recognition.
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Podcast Episode
🎙️ Deep Dive
Sequence, Goodweek, Matters — Intuit agreement, $12M for AI governance and $5M for AI banking — Daily News October 16, 2026
Listen to the episodeAbout Sequence
Founded in London in 2021 by Riya Grover (CEO), Eamon Jubbawy and Enda Cahill, Sequence develops an AI-native platform for finance and commercial teams, with offices in London and New York. It manages revenue tied to consumption, usage, seats and milestones, replacing spreadsheets and manual workflows with integrated rules and agents. After a $20 million Series A led by 645 Ventures in December 2025, Intuit signed an agreement to acquire it on October 15, 2026: terms were not disclosed and no closing date was announced.
The Story
Founded in London in 2021 by Riya Grover, Eamon Jubbawy and Enda Cahill.
How Sequence works
Business Model
Subscription-based B2B SaaS for finance and commercial teams.
Revenue Model
Software subscriptions; pricing and revenue undisclosed.
Products & Services
Key Products
- Sequence revenue management platform
Core Use Cases
- B2B pricing and contract configuration
- Billing and collections for usage-based or hybrid models
- Revenue recognition and control
Market & Clients
Key Customers
Growth-stage B2B software and services companies and their finance and commercial teams.
Geographic Presence
How Sequence competes
Competitive Advantages
- End-to-end quote-to-revenue coverage
- Support for complex pricing models
- AI-agent automation embedded in financial workflows
How Sequence grows
Growth Strategy
After closing, integration into Intuit’s mid-market offering with Intuit Enterprise Suite and QuickBooks Online Advanced.
Distribution Model
Direct SaaS sales; future distribution through Intuit products.
Moat (Defensibility)
Finance and commercial integrations, operating rules embedded in customer workflows and historical contract, billing and collection data.
Regulatory Context
Financial-data protection, internal controls and audit requirements, and tax and accounting rules applicable to customers.
Key Risks
- Acquisition closing not yet confirmed
- Integration complexity with Intuit products
- Accounting accuracy and financial-data security
Strategic Insights
- An incumbent like Intuit is buying AI-native capabilities rather than building them to enter the mid-market segment.
- Revenue software gains value as usage-based pricing spreads across B2B software.
Funding & Investors
Total Funding
Funding Rounds
- 2025 - Series A: $20M
Lead: 645 Ventures - 2026 - Accordo di acquisizione (firmato, closing non annunciato): Termini non divulgati
Lead: Intuit
Key Investors
Founding Team
Founders
Key Metrics
Lessons from Sequence
- Owning a critical financial workflow makes a startup a natural target for established players.
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