The SaaS CFO · Ben Murray
podcastplaybookSequence Building The Leading AI Native B2B Billing and Revenue Platform
Source excerpt
About The SaaS CFOOn this episode of The SaaS CFO Podcast, host Ben Murray sits down with Riya Grover, co-founder and CEO of Sequence. Riya shares her journey from investment banking to entrepreneurship, including the story behind her first SaaS company in the restaurant industry and its eventual acquisition. She dives into the inspiration for Sequence—a modern billing and quote-to-cash platform designed to tackle the challenges of custom contracts and complex pricing models for scaling SaaS and B2B companies. Riya opens up about the company’s pivotal shift from payments to revenue management, navigating tough conversations with investors, and building a lean, high-impact team. She reveals how Sequence is empowering finance teams to automate billing, invoicing, and revenue recognition, while also offering flexibility for hybrid pricing and go-to-market motions. Tune in to hear Riya’s insights on scaling a…
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Apollo layer
What a founder can learn
Founder takeaway
Be willing to expand or shift your product when the customer’s real bottleneck sits beyond your initial wedge. Sequence’s move from payments toward revenue management reflects a broader opportunity: helping B2B companies manage the full complexity of custom contracts, hybrid pricing, billing, invoicing, and revenue recognition.
Why it matters
Scaling companies often outgrow rigid billing tools as pricing and go-to-market models become more complex. Solving the connected workflow—not just one transaction—can create more customer value, stronger differentiation, and deeper operational relevance.