Full-Time
Account Executive
Sequence
51-200 employees
Pricing, billing, invoicing workflow platform
Compensation Overview
£80k - £120k/yr
London, UK
In Person
 Sales & Account Management (1) |
|---|
- Exceptional communication skills
- Attention to detail
- Ability to manage and close high-value deals in a fast-moving environment
- Manage the highest priority deals in the business, from discovery calls, demos, technical evaluations and price negotiations right through to contract signature
- Attend investor / industry events for in-person meetings and relationship building with key prospects and customers
- Obsess over the details of customer problems and devise collateral and creative solutions to showcase the best approach that Sequence can offer
- Relay critical feedback to product and engineering teams to support effective prioritisation decisions
- Track record of high performance, likely in multiple domains
- Experience selling B2B software products
- Energised by the idea of working in a scrappy, lightning fast environment with a group of high performers
- Excited to become a domain expert in the core systems of record that powers modern B2B teams, from sales in the Customer Relationship Management to finance in the Enterprise Resource Planning
SequenceHQ provides a configurable platform for B2B software companies to manage pricing, billing, and invoicing from quote to revenue. It supports custom contracts and usage-based pricing, with pricing models including annual, monthly, event-based, and one-time fees. The product captures product pricing in a searchable database, turning quotes, prices, and usage into filterable data that can sync in real-time with data warehouses or Google Sheets. It enables rule-based automation for approvals, entitlements, renewals, and usage alerts, helping companies automate revenue operations. The pricing model is subscription-based, with revenue from multiple pricing options. The goal is to help businesses scale their revenue infrastructure by providing a single platform for everything from contract close to revenue recognition, reducing the need to build in-house.
Company Size
51-200
Company Stage
Series A
Total Funding
$54.1M
Headquarters
Canterbury, United Kingdom
Founded
2021
Simplify's Take
What believers are saying
- 10x ARR growth in 2025 serves Cognition, Runway, automating $1B invoice volume.
- $20M Series A from 645 Ventures, a16z fuels AI agent development in 2026.
- Shay CPA partnership enables ASC 606-compliant revenue recognition for tech scaleups.
What critics are saying
- Chargebee steals mid-market clients with superior integrations in 6-12 months.
- Stripe's in-house billing captures customers like Stripe, slashing Sequence ARR.
- AI agent failures in contract parsing trigger lawsuits from Cognition, Moonpay.
What makes Sequence unique
- Sequence Automations launches visual workflows for quote approvals with triggers and escalations.
- Unified data model powers AI agents across quote-to-cash with Watchtower observability.
- Handles complex pricing like usage tiers and milestones beyond legacy CPQ systems.
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Benefits
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Growth & Insights and Company News
6 month growth
↓ -8%1 year growth
↓ -9%2 year growth
↓ -6%Introducing Sequence Automations: the operational layer for revenue teams. For most B2B companies, the coordination work around revenue (approvals, escalations and collections follow-ups), still runs on Slack threads, forwarded emails, and spreadsheets. Today Sequence HQ Ltd is launching Automations at Sequence, the first step in its automation initiative, with workflows live this week and agents to follow on the same foundation. The problem with managing revenue workflows manually. Complex B2B pricing creates a coordination problem that most teams solve informally. A $50K deal with standard terms might need a single manager sign-off. A $500K deal with non-standard payment terms and a 30% discount needs Sales leadership, Finance, and Legal, in sequence, with escalation paths if someone is slow to respond. Most companies manage this through a combination of memory and organizational knowledge. Someone knows to cc Finance on deals above a certain threshold. Someone else remembers that Legal needs 48 hours on non-standard terms. When those people leave, or when deal volume scales, the process breaks. The result is inconsistency at exactly the wrong moment, when the customer is waiting for a response and the rep is trying to close. How Sequence Automations works. Automations gives revenue teams a visual workflow designer to codify their operational logic and have the system execute it every time, without exception. Workflows are built from four components: Triggers are the business event that starts a workflow: a quote submitted, a contract uploaded, a renewal approaching, an invoice overdue. Conditions are the logic layer: discount above 20%, contract value over $200K, payment terms outside standard. These determine which path the workflow takes. Actions are what the system executes automatically: routing a review, notifying an account manager, publishing an approved quote, sending a collections sequence. Reviews are where human judgment enters. When a workflow reaches a decision point that requires a person, it pauses and surfaces the task immediately in Watchtower, with full context attached. The reviewer sees exactly what they need to decide, not a forwarded email chain they have to reconstruct. Every workflow runs with full visibility. Teams can see where every deal sits and who is responsible for the next step. Built from the hardest problem first. Sequence HQ Ltd started with conditional quote approvals because they're a complex coordination problem in the quote-to-revenue lifecycle, and because solving them correctly required building the underlying workflow engine that now powers everything else. The conditional logic alone is non-trivial. A workflow that handles a $50K standard deal differently from a $500K non-standard deal, routes each to different reviewers, escalates if there's no response within a defined window, and then automatically publishes the quote on approval is not a simple notification system. It required building a full workflow engine with conditional branching, sequential routing, escalation logic, and state management. That engine is now the foundation for every operational workflow across the revenue lifecycle. What revenue workflow automation enables beyond approvals. The same engine that handles quote approvals is already being extended across the full quote-to-cash workflow: Contract intake: AI reviews contracts uploaded to Sequence and routes them for the right approval before billing begins. No manual triage. Collections: Overdue invoices trigger follow-up sequences automatically, with escalation paths if early attempts go unanswered. Renewals: Approaching renewal dates trigger outreach and internal escalation, so nothing slips through at the end of a contract term. Invoice anomaly detection: Unusual invoices are flagged before they reach the customer, giving finance a chance to review before the relationship is affected. Custom integrations: Webhook nodes connect workflows to external systems, so Sequence can trigger actions in your CRM, ERP, or communication tools. The pattern is consistent: define the logic once and the system applies it consistently at scale. No institutional knowledge required. No coordination overhead. Workflows today, agents next. Automations is the first step in a broader initiative at Sequence, with workflows shipping now and agents to follow on the same foundation. Both humans and agents will use these workflows to get the revenue work done. The important distinction is what agents are for. They won't be doing your billing - the billing engine handles that, as it has for teams managing the most complex B2B pricing in the market. Agents will handle the coordination work: the manual steps between your systems that currently rely on someone remembering to act. Rather than building agent behaviour from scratch, they'll get access to the workflows and tools already built and refined inside Sequence, running processes end-to-end when the path is clear and pausing for human input when it isn't. Watchtower is the control layer for both. Whether a human is reviewing a non-standard approval or an agent is running a collections sequence, your team can see exactly what happened, why it happened, and approve or override before anything lands. Every action flows through the same audit trail, and nothing happens outside the guardrails your team has already defined. Why a unified data model makes this possible. Revenue workflow automation only works cleanly when your quote, contract, billing, and invoicing data live in the same system. When those systems are separate, a CPQ bolted onto a billing tool feeding into a rev rec layer connected by integration, the workflow engine can't evaluate conditions accurately because the information it needs is split across systems that don't always sync in real time. Sequence was built as a single data model across the full quote-to-revenue lifecycle. Automations is the operational layer on top of that foundation, and the two aren't separable - which is why assembling this capability through acquisitions is harder than it looks. [Sequence HQ Ltd has written about that in more detail here.] Frequently asked questions. What is revenue workflow automation? Revenue workflow automation is the practice of codifying the operational logic around your revenue processes - approvals, reviews, collections, renewals - and having software execute those workflows automatically. Teams define the rules once and the system applies them consistently at scale, rather than relying on manual follow-up and tribal knowledge. How is Sequence Automations different from a general workflow tool like Zapier or Make? General workflow tools connect apps and trigger actions across them. Sequence Automations is built specifically for the quote-to-revenue lifecycle, with native access to your quoting, contract, billing, and invoicing data in a single system. That means conditions can evaluate real deal data - discount percentage, contract value, payment terms - rather than just surface-level triggers. What triggers can I use in a Sequence Automation? Automations can be triggered by any significant event in the revenue lifecycle: a quote being submitted, a contract being uploaded, an invoice becoming overdue, a renewal date approaching, or custom conditions based on deal attributes. New trigger types are being added regularly. Does Automations replace human approval processes? No, and it's not designed to. Automations codifies when human judgment is required and surfaces those moments immediately to the right person via Watchtower, with full context. The goal is to eliminate the coordination overhead around approvals, not the approvals themselves. Where do agents fit into this? Workflows are the first release. Agents are coming, and they'll run on the same workflow engine - using the tools and processes already built into Sequence to automate the coordination work that currently runs on manual follow-up. Watchtower gives full visibility into agent actions alongside human reviews, so your team always knows what's happening and why. Is Automations available now? Sequence Automations is available now, starting with conditional quote approval workflows. Additional workflow types - contract intake, collections, renewals, invoice anomaly detection - are rolling out across Q2 2026. Book a demo to see it in action. Killian Cahill
Why Shay CPA partner with Sequence. Feb 16, 2026 As tech companies grow, financial operations often become more complex than founders anticipate. What starts as basic invoicing can quickly evolve into layered pricing models, usage-based billing, revenue recognition requirements, and reporting demands that are difficult to manage without the right systems in place. That's why Shay CPA has partnered with Sequence. Why Sequence fits the modern tech finance stack. At Shay CPA, Shay CPA is thoughtful about the partners Shay CPA recommend. Shay CPA look for platforms that solve real operational challenges, integrate smoothly into a tech company's finance stack, and reduce friction as companies scale. Sequence does exactly that. Sequence is a leading billing and quote-to-cash platform built for modern B2B finance and RevOps teams. Trusted by companies like Stripe, Anthropic, and BILL.com, Sequence brings quoting, invoicing, revenue recognition, and reporting into one intuitive, AI-powered dashboard. Bringing clarity to quote-to-cash. Quote-to-cash is one of the most overlooked areas of financial operations. When it's fragmented or manually managed, it leads to inaccurate revenue reporting, slower closes, and unnecessary stress for finance teams and founders alike. Sequence helps eliminate those issues by creating a clear, consistent path from signed contract to recognized revenue. Their platform supports ASC 606-compliant GAAP revenue recognition, helping finance teams accurately track performance obligations and recognize revenue in line with accounting standards. Finance teams can close faster and with confidence, while founders gain numbers they can actually trust. How its partnership supports founder growth. With clean, reliable data flowing from Sequence, Shay CPA is able to spend less time fixing problems and more time advising founders on building scalable, compliant finance systems. The result is less operational noise and more time focused on strategy, forecasting, and growth. If this sounds like something your team is navigating, let's talk. Shay CPA work closely with founders to build finance systems that scale, and Shay CPA partner with companies like Sequence because they make that process smoother. You can explore more of its trusted partners or get in touch with its team to see what might be right for your business. Disclaimer: The content provided on this blog is for general informational purposes only and does not constitute professional accounting, tax, or legal advice. Reading or accessing this material does not create a CPA-client relationship, nor should it be construed as a substitute for individualized guidance from a qualified professional. While Shay CPA strive for accuracy, Shay CPA PC makes no warranties - express or implied - about the completeness, reliability, or timeliness of the information, and Shay CPA expressly disclaim liability for any errors or omissions. You should not act or refrain from acting based on any blog content without seeking the advice of a qualified CPA or other professional who can address your specific circumstances. Links to external resources are provided for convenience only and do not imply endorsement. Shay CPA PC is under no obligation to update this content and disclaims responsibility for decisions made in reliance on it. Signup for updates. Get news from SHAY CPA P.C. in your inbox. Tech startup accountants. Founders trust Shay CPA with their accounting & tax compliance.
Sequence, a London-based agentic AI platform for payroll, revenue and finance automation, has raised $20 million in Series A funding led by 645 Ventures.
Sequence raises $20M in Series A funding led by 645 Ventures. Sequence raised $20 million in a Series A round led by 645 Ventures, with participation from Andreessen Horowitz, Firstminute Capital, Vor Capital, Passion Capital, Dig Ventures, and strategic angel investors. This brings the company's total funding to around $39 million. The capital will fuel the development of AI agents for revenue automation, team expansion in engineering and sales, and scaling operations amid rapid growth. Sequence, based in New York, was founded in 2022 by Riya Grover (CEO, previously founded Feedr), Eamon Jubbawy (former Onfido co-founder), and Enda Cahill (ex-Choco founding team member). The platform addresses pain points in B2B revenue operations by automating tasks such as contract intake, invoicing, and revenue recognition using AI agents, moving away from spreadsheets and rigid systems that falter with custom sales deals. This Series A comes at a time of heightened investment in CFO tech stacks, with €1.3 billion poured into the sector this year alone, up from €943 million previously. It highlights investor confidence in AI's role in fintech, though the space remains debated due to integration complexities and varying adoption rates across industries. Evidence leans toward strong growth potential for Sequence, given its customer base and ARR surge, but it faces competition from established players in billing and revenue management. The funding could accelerate market penetration, particularly in AI first automation, fostering efficiency for finance teams while maintaining control and observability. Sequence's $20 million Series A funding round represents a pivotal step in the company's evolution as a leader in AI driven revenue operations for B2B enterprises. Led by 645 Ventures and supported by prominent investors such as Andreessen Horowitz (a16z), Firstminute Capital, Vor Capital, Passion Capital, Dig Ventures, and a cadre of strategic angels, including CFOs from Decagon, Klaviyo, and Wise, this round elevates Sequence's total capital raised to approximately $39 million. The infusion aims to propel the development of advanced AI agents, expand engineering and go to market teams, and solidify Sequence's position in a rapidly expanding market for finance automation. Founded in 2022 by Riya Grover, Eamon Jubbawy, and Enda Cahill, Sequence emerged from the founders' experiences in scaling fintech and foodtech ventures. Grover, who previously built and sold Feedr to Compass Group, identified a gap in B2B finance: the reliance on manual spreadsheets or inflexible tools that break under custom sales contracts. Jubbawy, co-founder of identity verification firm Onfido, and Cahill, from Choco's founding team, brought operational and technical expertise to create a platform that automates billing, contract processing, invoicing, and revenue recognition. Initially focused on dynamic pricing and usage based billing in its 2022 seed phase, the company has pivoted toward AI native agents that interpret complex pricing structures and handle end to end revenue workflows. The company's trajectory is marked by impressive metrics: a 10x increase in ARR this year, automation of over $1 billion in annual invoice volume, and a customer base exceeding 100, including high profile names like Cognition, Legora, Bridge, 11x, Incident.io, Runway, and Moonpay. These achievements underscore Sequence's ability to address core inefficiencies in revenue operations, where finance teams often spend days on manual tasks that AI can reduce to automated processes. Sequence's capital journey began with early seed investments, building a foundation for its current scale. Below is a summary of its funding rounds: | Date | Round Type | Amount Raised | Lead Investor(s) | Key Participants | Post Money Valuation (Approximate) | Total Funding to Date | | September 17, 2021 | Seed | $18,600 | N/A | N/A | $68.7 million | $18,600 | | December 2021 | Seed | $19 million | Andreessen Horowitz | Salesforce Ventures, Firstminute Capital, Crew Capital, Passion Capital, Dig Ventures, Fin Capital, 9Yards, angels (e.g., founders of Plaid, Intercom) | $17.3 million (noted inconsistency in records; earlier reports suggest $50-60 million post seed) | $19 million | | December 2025 | Series A | $20 million | 645 Ventures | Andreessen Horowitz, Firstminute Capital, Vor Capital, Passion Capital, Dig Ventures, CFOs from Decagon/Klaviyo/Wise | $82.5 million | $39 million | (Data compiled from multiple sources; valuations show variations due to reporting differences.) The 2022 seed round, at a reported $50-60 million valuation, attracted fintech savvy backers, signaling early confidence in Sequence's B2B billing innovations. The latest Series A, without a publicly disclosed valuation, aligns with broader trends in fintech valuations, where AI integration often commands premiums. The revenue operations automation market is experiencing robust expansion, driven by AI adoption and the need for efficient B2B finance tools. Projections vary but indicate significant upside: Sequence operates in a crowded field of billing and revenue management solutions. Key competitors include: This funding round enables Sequence to deepen its AI capabilities, potentially revolutionizing how finance teams manage complex B2B deals. Investor backing from a16z, which participated in both seed and Series A, signals continuity in vision. Social media reactions highlight excitement around the 10x ARR growth and AI focus, with commentators noting its role in the broader fintech automation wave. Risks include market saturation, AI ROI challenges (with fewer than 10% of teams seeing returns), and regulatory hurdles in data privacy. Overall, the round positions Sequence as a contender in reshaping revenue ops, with potential for further rounds if growth sustains.
Sequence secures $20M Series A. Sequence HQ Ltd has secured $20m to automate revenue operations for next generation finance teams. Today marks a big milestone for Sequence HQ Ltd. Announcing its $20M Series A led by 645 Ventures, alongside a16z, Firstminute Capital, Vor Capital, Passion Capital, Dig Ventures. A group of world class founders and execs including the CFOs at Decagon, Klaviyo and Wise also joined the round. Sequence has had record 10x ARR growth this year, with hundreds of finance teams like Cognition, Legora, Bridge, 11x, incident.io, Runway and Moonpay choosing Sequence to automate their revenue collection. Sequence has eliminated the most manual and painful parts of revenue operations from billing and invoice automation to real-time revenue recognition, turning days of work into an automated workflow. This round, which brings Sequence HQ Ltd to $38m raised, fuels Sequence HQ Ltd to build the next frontier in AI first finance automation. Quote to cash is ready for AI based disruption. Despite innovation in spend management, payroll and payments in the last decade, revenue workflows (pricing, billing, collections, revenue recognition) have lagged behind. RevOps and Finance teams rely on spreadsheets, manual processes, and fragmented tools that struggle with custom deals and modern pricing models. Here's what's happening in finance teams everywhere - brilliant people spend >50% of their time on repetitive tasks like calculating invoices by hand, chasing unpaid bills, and reconciling transactions, while revenue slips through the cracks because complex contracts are hard to track. "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," said Riya Grover, CEO of Sequence. Flexible pricing and billing tools to power revenue growth. And manual work is just one part of the problem. Even more concerning is when finance must create friction in deals by limiting what pricing can be offered, due to the constraints of the billing infrastructure. A lot of the legacy CPQ and billing systems are just unable to handle modern pricing models and contract structures that are used by teams today, such as usage tiers, seat overages, milestones, pricing ramps, temporary discounts and more. Sequence HQ Ltd built Sequence differently. Under the hood is a robust foundational data model which can interpret any pricing model or bespoke contract structure. This has enabled Sequence HQ Ltd to offer a flexible and powerful revenue platform to streamline quoting, billing, invoicing and AR. And this matters more today than ever before. In this age of AI, businesses are scaling faster and iterating more on pricing. Finance can't be a bottleneck to growth. Companies need a revenue engine that allows them to be agile in their go market. Finance grade agents, built with observability and controls. If you look at anything in the domain of AI, data is what enables you to win. Sequence HQ Ltd capture data across the lifecycle of a contract. With this context, Sequence HQ Ltd has deployed AI strategically to automate tasks like contract intake, invoice review, and payment chasing, while keeping billing math fully deterministic and finance teams in control. Its AI agents act as co-pilots to humans, helping finance teams to work more efficiently, and proactively spot trends or anomalies. Over time Sequence HQ Ltd envisage a world where humans do less work, and review more agent work. In this scenario, Sequence becomes a control plane for coordinating revenue workflows and agents. Imagine you have an agent that parses sales contracts, answers billing questions, and reviews invoices automatically. Or an agent that calculates your sales commission, gives you reporting insights, and makes recommendations on pricing guardrails. From a technical perspective, it's remarkable. But a user may be left asking, What just happened? What did the AI actually do? Can I trust it? Should I be worried that I didn't see it happen? Resolving this tension between automation and observability requires interfaces that surface completed work in ways that build trust, demonstrate value, and enable control. This has been a core focus at Sequence. Here are a few ways Sequence HQ Ltd is achieving this: A new paradigm around human-in-the-loop interfaces is slowly emerging. These interfaces are a hybrid of an inbox, ticketing system and audit log. In sensitive domains like finance, work has to be auditable. Command centers log every action an agent takes. What it did, what data it used, what reasoning led to the outcome. Operators can trace any decision back to its source. Command centers make autonomous work visible through activity feeds. Operators see exactly what was completed: 47 contracts processed this week, 3 items requiring review, etc. It now becomes straightforward to show value and that the agent is doing real work: "Our agents processed 2,400 contracts this quarter." Complex situations require human judgment and edge cases need manual review. Command centers serve as a unified interface for exceptions and escalations across all agent workflows. The next chapter. This is just the beginning. Its rapid momentum has come from a relentless focus on building exceptional products in close partnership with customers - Sequence HQ Ltd ship with an extremely high standard for velocity and craft. This fundraise enables Sequence HQ Ltd to execute on its mission of empowering finance teams with agents that increase efficiency while ensuring finance teams are in the loop, have full observability and obtain reliable and deterministic outcomes where it matters. Sequence HQ Ltd has seen a huge shift in the market over the last year where instead of adding headcount, CFOs are looking to scale the finance function with AI based automation. There has never been more pent up demand, as modern companies need revenue infrastructure that keeps pace with their growth and helps finance teams to achieve greater leverage. * Are you still using legacy tools or experiencing manual chaos and want to improve this workflow? Get a demo here to learn more. * Do you want to build the future of revenue automation? Sequence HQ Ltd is hiring in New York and London across many different roles. Learn more here. Riya, Eamon & Enda Co-founders, Sequence