londonbased sequence apis 19mlundentechcrunch
London-based fintech startup Sequence has raised $19 million in a seed funding round led by Andreessen Horowitz, with participation from Salesforce Ventures, Firstminute Capital, Crew Capital, and others. The company aims to create a new FinOps stack tailored for B2B businesses, offering APIs and tools to enhance pricing, billing, and related services. Using data and analytics, Sequence intends to provide more responsive and personalized offerings.
londonbased apis 19mlundentechcrunch
Despite not yet launching its product, Sequence attracted significant investor interest due to its founders’ track record and impressive list of early customers, including Deliveroo, Pipe, Snyk, and Reachdesk. The startup’s CEO, Riya Grover, previously founded Feedr, a cloud canteen startup that was acquired by Compass Group. Co-founder Eamon Jubbawy was a co-founder of Onfido, a successful identity verification startup.
sequence apis 19mlundentechcrunch
While other companies like Stripe, Paddle, and Modern Treasury have made it easier for digital businesses to incorporate payment and billing APIs, Sequence is addressing a more specific gap in the market. The company aims to help businesses build pricing and payment services that are personalized to customers and specific moments, similar to e-commerce transactions. By leveraging existing payments and transaction data, Sequence enables real-time data capture and feeds it into dynamic pricing and payment flows.
The startup is also focused on providing a “low-code” service to empower business operators, reducing reliance on developers. This approach aligns with current fiscal considerations, as companies are evaluating spend on new projects and resource allocation. Sequence addresses a pain point in B2B businesses, where approximately 7% to 9% of revenue is spent on building billing and payment infrastructure, including software and engineers.
londonbased sequence 19mlundentechcrunch
Seema Amble, a partner at Andreessen Horowitz, praised the Sequence team and its vision for automating and managing payments and finance workflows. With the new funding, Sequence will continue to develop its products and expand its team in preparation for its public launch in Q4 this year. The startup’s novel approach to B2B fintech and early investor confidence indicate promising prospects for the young company.