Dive Brief:
- Intuit on Thursday announced that it agreed to acquire revenue management platform Sequence, betting that demand for such tools will accelerate as more businesses — including technology companies — adopt complex usage-based and hybrid pricing models.
- The deal reflects Intuit’s growing focus on building out a financial software portfolio for the mid-market. The Sequence acquisition is expected to add AI-powered revenue management capabilities while strengthening Intuit’s mid-market offerings, including Intuit Enterprise Suite and QuickBooks Online Advanced. Terms of the transaction were not disclosed.
- “We’ve seen some incredibly innovative AI-native approaches to accounts receivable in the last couple of years as more businesses move to usage-based and milestone pricing,” Wyatt Jenkins, senior vice president of product for Intuit’s Mid-Market Group, said in an email.
Dive Insight:
The announcement comes amid Intuit’s broader push to expand its mid-market business, including Intuit Enterprise Suite, which the company describes as an AI-native enterprise resource planning system.
Intuit CEO Sasan Goodarzi said during the company’s Aug. 25 earnings call that mid-market revenue grew 39% in fiscal 2026, as the company prioritized scaling its mid-market and money offerings. Mid-market customers grew 28%, with roughly three-quarters of additions coming from existing QuickBooks customers upgrading or migrating from desktop products, Goodarzi said.
CFO Sandeep Aujla said on the same call that revenue from QuickBooks Online Advanced and Intuit Enterprise Suite grew 38% in the fourth quarter. Meanwhile, revenue from Intuit’s desktop ecosystem is expected to decline in the low single digits in the coming fiscal year.
This is “primarily due to continued migration of customers to online offerings, including QBO Advanced, where we can better serve their increasingly complex needs,” Aujla said.
That shift puts added emphasis on Intuit’s online and mid-market offerings, where Sequence could help address a growing operational challenge: managing increasingly complex pricing and billing arrangements.
“Mid-market businesses tell us that revenue management and revenue recognition are critical factors when choosing an ERP,” Jenkins said. “Sequence's approach to managing accounts receivable — from managing contracts and billing all the way through revenue recognition — is exactly where we see the market shifting.”
Sequence is designed to help companies translate custom deal terms into billing schedules, reducing the manual work finance teams face as pricing arrangements become more complex. Its AI agents also automate daily revenue management tasks, according to a Thursday press release.
The platform helps business-to-business finance and commercial teams automate the quote-to-revenue lifecycle, including deal configuration and pricing, billing, invoicing, collections and revenue recognition, the release said.
“Finance teams spend too much time on spreadsheets and manual workarounds just to understand what they’ve earned,” Riya Grover, Sequence’s co-founder and CEO, said in an email. Joining Intuit will allow Sequence to bring its product to more businesses and expand into additional industries, she said.
Sequence’s team, including Grover, will join Intuit’s Mid-Market product organization, according to the release. Intuit plans to develop an integrated offering in the coming months and will continue supporting Sequence customers after the acquisition closes.
“Sequence will let us deliver mature revenue management to customers, further extending Intuit Enterprise Suite directly into industries that increasingly leverage AI consumption models like B2B software and professional services,” Ashley Still, Intuit’s executive vice president and general manager of its Small Business and Mid-Market Group, said in the release. “It’s a meaningful step forward as we deliver a powerful, AI-native ERP for growing, complex businesses.”
Founded in 2021, Sequence serves finance teams at high-growth software and services companies. In December, the company announced $20 million Series A funding.
