Riya Grover

Riya Grover co-founded Sequence in London with Enda Cahill and Eamon Jubbawy, a co-founder of Onfido. She is its chief executive. The company, Sequence HQ Ltd, was incorporated in August 2021, according to Companies House. Before Sequence, Grover founded Feedr, a workplace food startup that was acquired by Compass Group, as reported by TechCrunch.

Automating quote to cash

Sequence sells revenue automation software to B2B finance teams. It puts pricing and quoting, billing, invoicing, collections and revenue recognition on one data model, connected to the customer relationship management (CRM) and enterprise resource planning (ERP) systems on either side. It is built for companies with usage-based pricing and custom contracts, where conventional billing tools struggle.

“I started Sequence after a decade watching finance teams face an impossible choice: drown in manual billing work or rely on systems that break when sales teams close custom deals,” Grover said in December 2025.

That month Sequence raised a $20m (£15m) Series A led by 645 Ventures, with a16z, Firstminute Capital, Vor Capital, Passion Capital and Dig Ventures, and the chief financial officers of Decagon, Klaviyo and Wise investing personally. The round took total funding to $38m (£28.5m). The company reported 10x growth in annual recurring revenue in 2025, with hundreds of finance teams as customers, including Cognition, Legora, incident.io, Runway and MoonPay. It shipped more than 60 features during the year.

Agents with guardrails

In 2026 Sequence has added AI contract intake and workflow automations, and in August it bought the quote-to-cash.com domain to argue for a single system from signed deal to ledger. In September it hosted Sequence Collect in New York, a conference for more than 100 finance and revenue operations leaders. Grover’s approach to AI is deliberately split: billing calculations stay in deterministic code, while language models handle workflow tasks such as contract set-up, invoice review and collections follow-ups, she told The FP&A Guy podcast.

Why it matters to UK buyers

For UK software and AI companies moving to usage-based and hybrid pricing, billing is often the bottleneck between a signed contract and cash in the bank, and errors leak revenue. Sequence’s pitch is that finance teams can scale revenue without adding headcount at the same rate. Its customer base, weighted toward fast-growing AI companies with complex pricing, is a demanding test of that claim. For accountancy firms and finance systems partners advising UK scaleups, it is a London-built option to put alongside the ERP.

Grover has already built and sold one company. With Sequence she has picked a problem that grows as her customers’ pricing grows more complex, and 10x revenue growth in 2025 shows the demand is there.