Sequence raises $19 million to change the game for B2B fintech

Sequence, which wants to create what it describes as a new kind of FinOps stack for B2B businesses — APIs and other tools to create more responsive pricing, billing and related services, leveraging data and analytics to do so — has raised $19 million, a seed round that it will be using to continue developing its products and hiring more talent.

Sequence is based out of London, England, and the funding is coming from an impressive list of investors, considering the company has yet to launch.

Andreessen Horowitz — the Silicon Valley firm that’s been getting more active in Europe and a big backer of fintech startups more generally — is leading the round, with Salesforce Ventures, Firstminute Capital, Crew Capital, Passion Capital, Dig Ventures, Fin Capital and 9Yards also participating; angels in the round include the founders of Plaid, Intercom, Jeeves, GoCardless, Marshmallow, Lendable, Hopin, UiPath, Monzo, Comply and others that are not being named.

Companies like Stripe, Paddle and Modern Treasury have opened the door to making it easier for digital businesses — which are not necessarily at their core payments and billing companies — to use APIs to incorporate more modern payments, billing, reconciliation and other revenue-related services into their financial stack. The opportunity that Sequence is targeting is related to all of these but is taking target at a more specific gap in the market.

What Sequence is aiming to do, is to make it just as easy to build pricing and payments services that are more personalized to the customer, and to a particular moment, not unlike what businesses often do in e-commerce transactions. The drive to do this follows from the fact that B2B sales has always had (and needs) a degree of personalization and responsiveness, and while in the most traditional sense human salespeople can call the shots to provide that on the fly, the rise of more sophisticated automated sales tech speaks to the opportunity to provide a similar experience in a more scaled way when it comes to product pricing and payment options.

Sequence does this by leveraging payments and transaction data that its business customers might already have in their systems but haven’t been able to parse and proactively apply, by way of integrations to third-party apps like Salesforce, HubSpot, Xero, NetSuite and QuickBooks. (And it focuses on two primary ways that businesses pay each other for goods and services — bank payments or debits rather than card payments — for the payments themselves.)

In this, Sequence and its investors believe the startup is an early mover in building building payments software that allows businesses to capture data in real time and to feed that into dynamic pricing and payments flows.

Sequence cites figures from Notion Capital that estimate that B2B businesses today spend a surprising 7% to 9% of revenue building billing and payments infrastructure, and that includes not just software or SaaS investments, but engineers required to implement them.

“We’ve seen an acute pain point and therefore compelling opportunity around automating and managing payments and finance workflows,” said Seema Amble, a partner at Andreessen Horowitz, in a statement. “The Sequence team really impressed us with both a strong team and initial customer set excited by the vision.”