E&M Hertfordians Eamon Jubbawy (2010) and Riya Grover (2006) have raised an impressive $19m in funding for their new venture, Sequence.
Sequence was established in 2021 in London. As successful repeat founders, Riya (co-founder, Feedr) and Eamon (co-founder, Onfido) had both noticed a lack of appealing payment experiences for B2B companies, leaving them with few options to manage billing and payment collections. Both went on to invest extensive engineering resources to build their own billing engines from scratch.
Riya Grover, Sequence co-founder and CEO, explains, “We’re building a modern FinOps platform to empower finance teams to feed real-time data, automate their payments, and garner powerful insights about their customers and business.” She continues, “Right now, finance teams conduct their entire jobs in disparate systems while collaborating over email or Slack. Invoicing and payments data is locked in a spreadsheet and never given the opportunity to be used strategically to upsell, conduct pricing experiments, assist in churn reduction, or influence feature development. ”
Sequence’s co-founder and chairperson Eamon Jubbawy said “Building Sequence with Riya was a no-brainer—she is one of the most exceptional European founders I’ve ever met. The backing from a16z and the rest of our investors is a testament to the problem we’re tackling and the world-class team we’ve brought together to solve it.”
We wish Riya, Eamon and everyone at Sequence all the very best in this exciting phase of the business. If you’re also a Hertford entrepreneur, do get in touch – we’d love to hear what you’re doing.