Sequence
Sequence is a UK-headquartered B2B fintech that provides an AI-driven revenue operations platform unifying CPQ, billing, and revenue recognition for modern B2B finance teams serving 100+ customers including Anthropic, Ramp, Loom, and incident.io.
- Company typePrivate
- Founded2022
- HeadquartersCanterbury, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Sequence does
Sequence is a B2B fintech company founded in 2022 that provides an AI-native revenue operations platform for modern B2B finance teams. The platform unifies the quote-to-cash lifecycle in three core modules: CPQ (Configure, Price, Quote) for crafting custom sales quotes, Billing Automation for converting contracts into invoices via AI-extracted pricing and terms, and ASC 606 Revenue Recognition with a dedicated sub-ledger. A suite of AI agents (Contract Intake, AR, Payment Reminder, Revenue Recognition) operates autonomously on finance workflows, governed by Watchtower, a centralized oversight and audit layer. The technology is a multi-tenant SaaS platform hosted on Google Cloud Platform, built on a REST API architecture (TypeScript SDK, sandbox and production environments, API version 2024-07-30) with native integrations to more than 20 platforms across CRM, accounting, payments, data warehousing, and sales tax. Sequence also ships a Model Context Protocol (MCP) server enabling AI clients such as Claude to query billing data directly.
Sequence firmographics
Firmographics- Name
- Sequence
- Legal name
- Sequence HQ Ltd
- Website
- https://sequencehq.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sequence is a UK-headquartered B2B fintech that provides an AI-driven revenue operations platform unifying CPQ, billing, and revenue recognition for modern B2B finance teams serving 100+ customers including Anthropic, Ramp, Loom, and incident.io.
- Ownership category
- akta.pro rank
Sequence industry classification
Industry- Product category
- Revenue Operations Software
- NAICS
- Activities Related to Credit Intermediation (5223)
- SIC
- Miscellaneous Business Credit Institution (6159)
- akta.pro primary industry
- CPQ (Configure-Price-Quote) & Quote-to-Cash CRM Extensions (HDAEAFAK)
Keywords
Where Sequence is headquartered
LocationHeadquarters
- HQ city
- Canterbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Sequence business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Subscription-based access to the Sequence billing, CPQ, and revenue recognition platform. Pricing appears tiered based on usage and feature access. The platform supports various pricing models including per-seat, usage-based, and hybrid models.
- Usage-based Billing: Native support for usage-based pricing where customers pay based on consumption metrics such as transactions, API calls, or custom usage events. Integrated directly into the billing engine without third-party dependencies.
- Professional Services: Implementation and consulting services to help customers migrate from legacy billing systems and configure the platform. Mentioned in partner documentation as part of the implementation support offering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Per-invoice billing model |
| One time/ perpetual license | Pay-as-you-go | Implementation and setup fees |
| Subscription | Annual | Enterprise/custom pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Sequence product offering
Product offeringCore offering
Sequence provides an AI-driven revenue operations platform for B2B finance teams that unifies CPQ (Configure, Price, Quote), billing automation, invoicing, ASC 606 revenue recognition, usage metering, and receivables management into a single integrated system. The platform leverages AI agents to automate contract intake, dunning, billing updates, and anomaly detection, enabling modern pricing models such as usage-based, hybrid, and custom deal structures without third-party billing dependencies.
Product overview
Sequence is a unified AI Revenue platform for B2B finance teams that combines CPQ (Configure, Price, Quote), Billing Automation, and Revenue Recognition in one integrated system. The platform consists of core modules including Billing Automation for automatic invoice generation from contracts, CPQ for crafting custom sales quotes, Pricing Engine for flexible usage/outcomes/seat/commitment pricing, Revenue Recognition for ASC 606 compliance, Contract Intake Agent for AI-powered contract parsing, AI Agents (AR Agent, Payment Reminder Agent) for automating receivables workflows, Invoicing for professional invoice issuance, Usage Metering for real-time usage tracking, Watchtower for AI agent oversight, Reporting/APIs for real-time data ingestion, Sequence MCP for AI client integration, and Workflows for custom automation. The platform connects natively with leading CRM (Salesforce, HubSpot, Attio), accounting (NetSuite, QuickBooks, Xero, Rillet), payment (Stripe, GoCardless), data warehouse (BigQuery, Snowflake, Databricks), e-signature (Dropbox Sign), and sales tax (Avalara, Anrok, Numeral, Sphere) systems.
Differentiator
Problem solved
Functional benefit
Brands
- Sequence Labs: A specialized division of Sequence for prototyping features for revenue automation, including the Sequence MCP server for querying billing data from AI clients.
Products and services
- Sequence Platform The unified AI Revenue platform that brings CPQ, billing automation, invoicing, revenue recognition, usage metering, and AI agents into one integrated system for modern B2B finance teams. Designed for custom deals at scale with usage-based, hybrid, and outcome pricing support.
- Billing Automation Automatically turns sales contracts into billing by extracting pricing and deal terms via AI and generating error-free invoices on autopilot. Supports custom deals at scale with automated invoice generation and integrates with payments and accounting systems.
- CPQ (Configure, Price, Quote) Configure usage tiers, phased pricing, and custom terms with an editor that feels like Notion. Handle any deal structure without breaking workflow, with built-in e-signature integration via Dropbox Sign.
- Revenue Recognition (ASC 606) Track revenue journals in a dedicated sub-ledger with AI-assisted month-end workflow automation. Supports complex ASC 606 revenue recognition scenarios and is augmented by the AI Revenue Recognition Agent.
- Usage Metering Native built-in support for usage-based billing without third-party dependencies. Tracks usage data in real time via APIs and seamlessly integrates with billing, supporting usage events and metrics as a flexible framework for usage-based pricing.
- Receivables Automation Automates accounts receivable workflows including invoice issuance, payment reminders, and dunning. Review, edit, and issue hundreds of invoices instantly from recurring billing to real-time usage calculations, with agents handling collections.
- Sequence MCP Server Model Context Protocol server that enables AI clients such as Claude to query Sequence billing data, allowing finance and developer teams to surface revenue information through conversational AI tooling.
Quantifiable outcome
- 50% reduction in code required to calculate ARR (incident.io case study)
- +4 more outcomes
Companies that use Sequence
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles2 records
Sequence technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability8 records
Feature10 records
Sequence partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered key integration partner, integration partner and partner.
- Salesforcekey integration partnerNative bidirectional integration with Salesforce CRM. Sequence syncs quote data and customer records with Salesforce, enhancing sales workflows with real-time billing data. Salesforce Ventures is also an investor.
- HubSpotkey integration partnerNative integration with HubSpot CRM for syncing deal and customer records. Enables revenue operations teams to connect marketing and sales data with billing.
- Stripekey integration partnerNative integration with Stripe for automatic payment collection. Sequence invoices include payment links and can automatically collect payments when details are on file with Stripe.
- NetSuitekey integration partnerNative integration exporting Sequence invoices to Oracle NetSuite, streamlining accounting processes for enterprise customers.
- QuickBookskey integration partnerReal-time sync of Sequence invoices with QuickBooks Online, enabling seamless accounting for small to mid-market customers.
- Xerokey integration partnerIntegration with Xero accounting software for syncing invoices, credit notes, and customers in real-time.
- BigQueryintegration partnerExport Sequence data into Google BigQuery for advanced analytics and business intelligence applications.
- Snowflakeintegration partnerExport Sequence data into Snowflake data warehouse for comprehensive revenue analytics and reporting.
- Dropbox Signintegration partnerIntegration for compliant electronic signature services within Sequence CPQ. Enables frictionless signing experience for sales quotes and contracts.
- GoCardlessintegration partnerIntegration with GoCardless for collecting bank payments through Sequence, managing customer mandates, and keeping invoice payment status up to date.
- Anthropicintegration partnerAnthropic provides AI language model services for Sequence's internal support tooling and AI agent features. Also listed as a customer using Sequence for invoicing.
- AttivopartnerAccounting and advisory partner helping clients implement Sequence for scalable billing and revenue management.
- BurklandpartnerAccounting firm partner assisting clients with Sequence implementation and billing workflow optimization.
- ArmaninopartnerLarge accounting firm partner providing implementation services for Sequence to their client base.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Sequence competitors and assessment
Company assessmentDirect peers
- Stripe Billing: Stripe Billing is a subscription and usage-based billing product tightly integrated with Stripe payments. It is the most direct competitor to Sequence's billing and invoicing modules, serving the same B2B SaaS customer base with a similarly broad feature set.
- Chargebee: Chargebee is a subscription billing and revenue management platform serving SaaS and subscription businesses. It directly competes with Sequence across subscription billing, invoicing, and revenue recognition workflows for mid-market and enterprise B2B companies.
- Maxio: Maxio (formed from the merger of SaaSOptics and BillingPlatform) provides SaaS billing and financial operations software. It is a direct competitor to Sequence for B2B SaaS companies needing ASC 606 revenue recognition, subscription billing, and financial reporting.
- Orb: Orb is a usage-based billing platform purpose-built for modern SaaS companies with complex pricing. It is a focused direct competitor to Sequence's usage metering and pricing engine modules, particularly for AI and API-driven companies.
- Metronome: Metronome provides real-time usage-based billing infrastructure for B2B SaaS companies. It directly overlaps with Sequence's usage metering and pricing engine capabilities and is commonly evaluated alongside Sequence by AI and infrastructure software companies.
- m3ter: m3ter is a usage-based billing and pricing infrastructure platform for SaaS companies. It directly competes with Sequence's native usage metering capability and is often referenced by Sequence in its own differentiation messaging.
Broad incumbents
- Zuora: Zuora is a publicly-traded subscription management and billing platform serving a broad range of enterprise customers. It overlaps with Sequence's billing, CPQ, and revenue recognition capabilities but operates at much larger scale with broader horizontal positioning.
- Salesforce Revenue Cloud: Salesforce Revenue Cloud (including Salesforce CPQ and Billing) is an incumbent quote-to-cash suite integrated into the Salesforce CRM platform. It is a broad incumbent competitor to Sequence in the CPQ and billing space, with deep CRM ecosystem leverage.
Emerging players
- Stigg: Stigg is an emerging pricing and packaging platform for SaaS companies, focusing on usage-based pricing experimentation. It is a partial competitor to Sequence's pricing engine and CPQ modules, primarily serving growth-stage SaaS companies.
- Togai: Togai is an emerging usage-based billing and metering platform built for SaaS and API companies. It overlaps with Sequence's usage metering and pricing engine modules and targets a similar B2B SaaS customer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sequence social profiles
Digital presenceSequence compliance and trust
Trust signalCompliance4 records
Sequence financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sequence leadership team
Management profileNumber of profiles
Profiles2 records
Sequence funding detail
Funding detailFunding overview
Funding rounds2 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sequence M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sequence
What does Sequence do?
Sequence provides an AI-driven revenue operations platform for B2B finance teams that unifies CPQ (Configure, Price, Quote), billing automation, invoicing, ASC 606 revenue recognition, usage metering, and receivables management into a single integrated system. The platform leverages AI agents to automate contract intake, dunning, billing updates, and anomaly detection, enabling modern pricing models such as usage-based, hybrid, and custom deal structures without third-party billing dependencies.
Is Sequence a public or private company?
Sequence is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sequence founded?
Sequence was founded in 2022. It employs 51 to 100 people.
Where is Sequence based?
Sequence is headquartered in Canterbury, United Kingdom, in the Europe region.
How does Sequence make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are usage-based Billing and professional Services.
Who are Sequence's main competitors?
Direct peers on record are Stripe Billing, Chargebee, Maxio, Orb, Metronome and m3ter. Broad incumbents are Zuora and Salesforce Revenue Cloud. Emerging players are Stigg and Togai.
Does Sequence have an API?
Yes. Sequence provides a REST-based API that allows developers to securely manage and automate all financial operations. The API uses standard REST features including resource-based endpoints, HTTP verbs, standard responses and authentication. They have 2 environments - Production and Sandbox. The API covers accounts, activity streams, billing, collections, customers, invoices, notifications, products, quotes, taxes, and usage. Authentication uses Client ID and Secret. They have a webhook system and the latest API version is 2024-07-30. Developer documentation is at docs.sequencehq.com/reference/gettingStarted.
What industry is Sequence in?
Sequence's product category is Revenue Operations Software. Its primary akta.pro industry code is HDAEAFAK, CPQ (Configure-Price-Quote) & Quote-to-Cash CRM Extensions. Its NAICS code is 5223 and its SIC code is 6159.