Overview
Sequence built software that connects a business customer's contract to billing, collection, and revenue reporting. Riya Grover and Eamon Jubbawy founded the company in 2021 after experiencing the difficulty of managing custom pricing at their earlier businesses.[1] [2]
The product addressed a gap between a deal negotiated by sales and the invoice generated by finance. Intuit announced an agreement to acquire Sequence in October 2026 and later referred to the acquisition as completed. Intuit planned to bring the product into its mid-market finance tools; detailed integration and terms were not disclosed.[2] [3]
Founding Story
Grover and Jubbawy had spent more than a decade building B2B companies. Grover previously led Feedr, while Jubbawy co-founded identity-verification company Onfido. In a 2023 company post, Grover described a recurring problem: their teams could not find an effective way to manage the process from a negotiated sales contract through to revenue.[1] [4]
A contract might combine a subscription, usage fees, or a custom trial. Those terms had to reach the people and systems that calculated charges and sent invoices. Sequence's founders aimed to put the steps in one workflow rather than relying on separate spreadsheets and engineering projects.[1]
The company announced $19 million in seed funding in September 2022, led by Andreessen Horowitz. It launched its quote-to-revenue platform in 2023.[5] [1]
Timeline
- 2021: Sequence was founded in London and New York.[2]
- 2022: The company announced a $19 million seed round led by a16z.[5]
- 2023: Grover introduced the quote-to-revenue platform.[1]
- 2025: Sequence reported a $20 million Series A led by 645 Ventures, with a16z participating.[6]
- October 2026: Intuit signed an acquisition agreement on October 15. Its October 26 product release referred to the acquisition as completed.[2] [3]
What They Built
Sequence turned contract terms into a record that finance teams could use to calculate bills. The platform covered product and price setup, custom contracts, usage-based charges, invoice generation, collections, and revenue recognition. It aimed to give sales and finance teams a shared view of the same commercial terms.[1] [2]
This was a workflow problem as well as a calculation problem. A sales agreement can promise a customer a custom price or a gradual increase in volume. If those details stay in a document while invoices are calculated elsewhere, staff must translate and reconcile them. Sequence's approach was to connect those steps. Intuit described the acquisition as adding support for pricing tied to usage, seats, and milestones.[1] [2]
Market Position
Target Customers
Sequence targeted finance and commercial teams at growing B2B software and services businesses with negotiated or usage-based pricing. Its customer list included AI and software companies; Sequence named Cognition and MoonPay among customers in its 2025 review.[2] [6]
Market Size
The reviewed sources do not provide a reliable market-size estimate for this specific workflow. Businesses using customized contracts are the relevant subset, not all spending on enterprise software.
Competition
Sequence competed with spreadsheets and internal engineering as well as billing and enterprise-finance software. Its founders argued that separate tools left gaps between sales, billing, and accounting. After the acquisition, Intuit itself became the owner and an important provider in this market, with plans to connect Sequence to Intuit Enterprise Suite and QuickBooks Online Advanced.[1] [2]
Business Model
Sequence sold revenue-management software to businesses. The sources reviewed do not disclose its pricing, gross margin, or profitability. In its December 2025 company review, it reported 10× year-over-year revenue growth; without a disclosed starting figure, that growth rate does not establish its absolute revenue.[6]
Traction
Grover said the company had onboarded its 100th customer and reached $1 billion in annualized revenue processed in 2025. That figure describes customers' invoiced activity, not Sequence's own revenue. The figures are founder-reported.[7]
Outcome and evolution
Contract complexity created the opening
Sequence started with a specific mismatch: sales teams could negotiate a contract that billing systems could not easily express. The founders' 2023 explanation named usage charges and custom pricing as cases where teams needed manual work. The product expanded along that same transaction path, from quote and contract through invoices and recognition, rather than adding unrelated financial products.[1]
Automation retained review
Sequence's 2025 review described finance staff checking automated work and handling exceptions. It said outcomes needed to be deterministic and that some cases still required a person. That account describes the company's intended workflow; it does not independently measure error rates.[6]
Intuit acquired the workflow
Intuit said the acquisition would extend its mid-market finance tools to support complex revenue management. The October 15 announcement described an agreement and said customers would continue to be supported after closing. On October 26, an Intuit product update referred to the acquisition and new contract-to-cash capabilities. The exact closing date, purchase price, and long-term standalone product plan remain undisclosed.[2] [3]
The transaction gives Sequence a distribution path through an established finance platform. It does not, on its own, establish the return to investors or the outcome of the planned integration.
Key Lessons
- Follow the transaction across teams. Sequence connected negotiated contract terms to invoices and recognition, addressing the handoffs where manual errors can arise.
- Keep a person in the loop. Sequence's own account emphasized deterministic results and human review for exceptions, rather than unattended automation.
- Separate processed volume from revenue. The founder's $1 billion annualized processing figure describes customer activity, not the software company's sales.