Intuit has agreed to buy Sequence, the London and New York revenue management startup cofounded by Riya Grover and Eamon Jubbawy, for an undisclosed sum.
Billing used to be simple: a fixed subscription, one invoice a month. As software companies move to pricing tied to usage, seats, consumption and milestones, finance teams increasingly piece together contracts, invoices and payments in spreadsheets, and older billing tools buckle under bespoke deal terms. Grover calls revenue management the most fragmented workflow in the back office.
Founded in 2021, Sequence runs the whole quote-to-revenue process in one system: configuring deals and pricing, billing, invoicing, collecting payment and recognising revenue. AI agents take on routine daily work alongside finance teams, connecting what was agreed in a contract to what lands in the accounts. Its users are finance and commercial teams at B2B companies, chiefly in software.
Grover, previously cofounder of workplace food platform Feedr, runs the company as CEO. Jubbawy cofounded identity verification firm Onfido, and Enda Cahill is the third cofounder. Sequence raised a $20M (about £15M) Series A in December 2025 led by 645 Ventures, with a16z, Firstminute Capital, Vor Capital, Passion Capital and Dig Ventures, taking total funding to $38M. The CFOs of Decagon, Klaviyo and Wise also invested.
For Intuit, Sequence fills a gap in Intuit Enterprise Suite and QuickBooks Online Advanced, its products for companies outgrowing small-business accounting. Ashley Still, who runs Intuit's Small Business and Mid-Market Group, said complex usage and milestone billing is one of the biggest reasons growing businesses choose an ERP, and that Sequence takes Intuit into sectors such as B2B software and professional services. Grover and her team will join Intuit's mid-market product organisation, and Intuit says it will keep supporting Sequence's existing customers. No closing date has been announced.
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