A London founded fintech startup that helps businesses turn complex contracts into collected revenue is entering a new chapter after US financial software giant Intuit agreed to acquire it. The deal brings AI startup Sequence into the portfolio of a global technology company, highlighting growing interest in automation tools that help businesses manage billing, payments and financial operations.
Founded in 2021 by Riya Grover and Eamon Jubbawy, Sequence has developed an AI powered platform that automates revenue management for growing businesses. The acquisition is reported to be worth approximately $200 million, although the financial terms have not been officially disclosed.
From Manual Billing to AI Powered Finance
Sequence focuses on a persistent challenge for business to business companies: managing the journey from agreeing a deal to receiving payment and recognising revenue correctly.
As software companies introduce usage based pricing, customised contracts and hybrid subscription models, billing can become increasingly complicated. Finance teams often rely on spreadsheets and disconnected systems to calculate charges, issue invoices, track outstanding payments and reconcile revenue.
Sequence aims to bring these activities together in one platform. Its technology automates processes covering deal configuration, pricing, billing, invoicing, collections and revenue recognition. AI agents can handle routine operational tasks, helping finance teams reduce manual work while retaining oversight of financial decisions.
The company serves high growth software and services businesses, including AI companies that need to manage complex commercial agreements.
Why Intuit Wants Sequence
For Intuit, the acquisition offers an opportunity to strengthen its financial software products for growing and mid sized businesses.
The company, known for products including QuickBooks, TurboTax and Mailchimp, plans to integrate Sequence’s revenue management capabilities into Intuit Enterprise Suite and QuickBooks Online Advanced.
The combined offering is intended to help businesses manage pricing, billing and collections within a more connected financial environment. It could also extend Intuit’s reach into sectors such as business to business software and professional services, where contracts and revenue models can be more complicated than standard subscriptions.
Intuit has said it will continue supporting Sequence customers after the acquisition closes and develop an integrated offering in the coming months.
Riya Grover’s Entrepreneurial Journey
Sequence’s co founder and chief executive, Riya Grover, previously worked at Deutsche Bank before launching food technology startup Feedr. Feedr was acquired by Compass Group in 2020 in a deal reported at $24 million.
Her experience building and selling a business helped shape her next venture with Jubbawy, who previously co founded identity verification company Onfido. Onfido was acquired by Entrust in 2024 in a transaction reported at approximately $650 million.
Sequence’s latest milestone adds to Grover’s entrepreneurial track record. The reported $200 million valuation would make the transaction a notable exit for a UK AI startup with a female co founder, although the final deal value has not been confirmed publicly.
Investors Back Its Revenue Automation Vision
Sequence has attracted investment from established venture capital firms, including Andreessen Horowitz, Passion Capital, Firstminute Capital and 645 Ventures.
In December 2025, the company announced a $20 million Series A round, bringing its total funding to approximately $38 million at that time. It also reported significant revenue growth as more finance teams adopted its platform.
What Comes Next?
Grover described the acquisition as a major milestone, saying Intuit’s platform and reach would allow Sequence to operate at a larger scale.
The transaction reflects a broader shift in financial technology, as businesses look beyond basic accounting software towards systems capable of automating complex financial workflows.
For Sequence, joining Intuit offers access to a larger customer base and established distribution channels. For Intuit, it adds AI focused revenue management technology at a time when businesses are seeking faster, more integrated ways to manage their finances.