Intuit, the American company behind QuickBooks and TurboTax, has agreed to take over Sequence, a young startup whose software works out what business customers owe, bills them and records the money as revenue. The company says artificial intelligence (AI) handles much of that routine work. Sequence was founded in London in 2021 and also runs from New York.
Intuit announced the agreement on 15 October without giving a price. Press reports in Britain have put the value at around $200M, a figure neither company has confirmed, and neither has said when the deal will close.
Once it does, Sequence will feed into the products Intuit sells to mid-market businesses, the firms that have outgrown simple bookkeeping. Those include Intuit Enterprise Suite and QuickBooks Online Advanced. Riya Grover, Sequence’s co-founder and chief executive, is moving into Intuit’s mid-market product team, and the Sequence team is going with her.
Billing Built For Usage-Based Pricing
Sequence describes its product as “AI-native revenue automation from quote to cash”. Put simply, it follows a deal from the first sales quote to the signed contract, then on to the invoice, the chase for payment and the accounting entry that books the money as earned.
That chain gets messy when software firms charge by usage, by seat, by milestone or by a mix of all three. AI companies often bill this way, charging for how much their customers actually use. Grover put the problem plainly: “Revenue management has long been the most fragmented workflow in the back office.”
Sequence’s software prices a deal as the quote is being typed, measures customer usage as it happens and sends invoices after automated checks. Software agents chase late payments, answer billing questions and match incoming money to invoices, while staff can review what they do. The company says it also follows the American and international accounting rules on when revenue can be booked.
Among the customers Sequence names are Cognition, the maker of the AI coding agent Devin, the legal AI startup Legora, and incident.io, MoonPay and Runway. When it raised its last round in December 2025, it said hundreds of finance teams used its platform. It also said annual recurring revenue, the yearly value of its subscription contracts, had grown tenfold that year, without giving a figure.
Intuit Wants A Fuller Finance System
Ashley Still, executive vice president and general manager of Intuit’s small business and mid-market group, said complex usage-based and milestone billing is a big reason growing firms move to an enterprise resource planning (ERP) system. That is the heavier all-in-one software that runs a company’s back office. Sequence, she said, “will let us deliver mature revenue management to customers”.
Intuit says the deal will help it reach industries that increasingly charge by consumption, naming business-to-business software and professional services. It plans a combined product “in the coming months” and will keep serving Sequence’s existing customers once the deal closes. Still described the aim as “a powerful, AI-native ERP for growing, complex businesses”.
Grover said Sequence was built to handle the whole job rather than one piece of it. “We built Sequence to automate the entire process, from contract to revenue recognition,” she said, with its AI agents working next to finance teams on everyday tasks.
Intuit’s Push Into The Mid-Market
Intuit launched Intuit Enterprise Suite in the United States in September 2024, aiming it at larger and more complex growing businesses, including those with several entities or project-based work. It bundles accounting, payroll, payments and marketing tools, with the marketing side powered by Mailchimp, which Intuit also owns.
Intuit has bought its way into that market before. In April 2025 it agreed to acquire GoCo, whose software handles hiring, onboarding and staff benefits for small and mid-market firms, with plans to build its features into Intuit Enterprise Suite and QuickBooks Payroll. The Sequence deal follows the same pattern, this time for billing and revenue.
Bigger finance software companies are reaching into Sequence’s corner as well. Ramp, the corporate card and spending software company reportedly valued near $60B, launched an accounts receivable product in September that drafts invoices from contracts and matches incoming payments to them. Ramp’s software already sends expense records into accounting systems such as QuickBooks.
Founders Who Have Sold Before
Grover started Sequence with Eamon Jubbawy and Enda Cahill, with Jubbawy serving as chairperson when it raised its first round. She had earlier co-founded Feedr, a London startup that delivered meals to office workers as an alternative to the company canteen. The catering giant Compass Group bought Feedr in 2020.
Jubbawy co-founded Onfido, the London identity verification company bought by the American security firm Entrust in 2024. Entrust did not disclose what it paid. Jubbawy and Grover both studied at Hertford College, Oxford, several years apart.
Backed By Andreessen Horowitz
Andreessen Horowitz, the Silicon Valley venture firm, led Sequence’s $19M seed round in 2022, when the product was still in private beta. Salesforce Ventures, firstminute capital, Passion Capital, Crew Capital and Dig Ventures were among those joining it, along with founders of Plaid, Intercom, GoCardless and Monzo.
New York investor 645 Ventures then led a $20M Series A in December 2025. Andreessen Horowitz, firstminute, Passion Capital and Dig Ventures took part again, joined by Vor Capital, and Sequence put its total funding at $38M.
Where The Deal Stands
For now, Sequence carries on serving its customers while the deal waits to close, and Intuit says that support will continue afterwards. The price is still only a press report, not a figure either company has given.
If it goes through, a London startup that began as a billing tool for software firms will become part of the QuickBooks family. Its new job will be helping Intuit win the mid-sized companies it is courting with its enterprise suite.
