On 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 SaaS business, managing a major product pivot, and how AI-powered automation is transforming the future of financial operations. Whether you’re a SaaS CFO, founder, or just curious about the evolving CFO tech stack, this episode has a wealth of lessons and practical advice. 

Show Notes:  

00:00 Automated Custom Billing Platform 

04:29 Scaling Challenges for SaaS Companies 

09:11 Pivoting to Custom Payments Solutions 

10:54 Early Capital's Impact on Team Building 

14:51 Adapting Teams for Changing Visions 

16:40 Growth Strategy Focused on Content and Networking 

20:31 Hybrid Scalable Pricing Model 

24:35 Transforming Finance with AI Agents 

29:19 "Contextual Finance Automation Opportunities" 

30:25 "Contact SequenceHQ Easily" 

Links: 

SaaS Fundraising Stories: https://www.thesaasnews.com/news/sequence-raises-75-million-in-funding 

Riya Grover’s LinkedIn: https://www.linkedin.com/in/riya-grover-a22a4822/ 

Sequence HQ’s LinkedIn: https://www.linkedin.com/company/sequence-hq/ 

Sequence HQ’s Website: https://www.sequencehq.com/ 

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