Sequence

Fintech · AI · Enterprise Software

Acquisition

Intuit to acquire AI revenue management startup Sequence

The deal pushes QuickBooks further into usage-based billing, the pricing model reshaping B2B software revenue.

• Intuit has signed an agreement to acquire Sequence, a Series A revenue management startup, for an undisclosed sum.
• Founded in 2021 by Riya Grover and Eamon Jubbawy, Sequence uses AI agents to automate the full quote-to-revenue lifecycle: pricing, billing, invoicing, collections, and revenue recognition.
• The platform will be folded into Intuit Enterprise Suite and QuickBooks Online Advanced, letting mid-market businesses price, bill, and collect on revenue tied to consumption, usage, seats, and milestones.
• Grover and her team will join Intuit's Mid-Market product organization, and the deal opens new verticals for Intuit including B2B software, professional services, construction, healthcare, and manufacturing.
• Intuit shares jumped roughly 6.5% to $330.59 on the news, even as the stock remains down more than 50% year-to-date.
• The acquisition shows Intuit betting that AI-driven usage-based pricing will force mid-market finance teams off spreadsheets and legacy ERPs faster than organic product development could keep pace with.