# Sequence website

Sequence · October 2026
URL: https://www.edgarlr.com/work/sequence-website
Site: https://www.sequencehq.com/

Design and engineering of the Sequence website.

Sequence is billing and revenue software for finance teams: quoting, invoicing,
receivables and revenue recognition for software companies with custom
contracts. I was the founding design engineer there, so I owned the website end to end,
from design to build.

The site went through three main redesigns
while I was there, and the driver was the same each time: what the product was,
and what mattered most about it, had changed, and the site had to reflect that.

## 2026

The latest project was the homepage refresh. By now, we wanted to reflect how Sequence had integrated agents and AI features into everyday finance workflows.
But with the billing engine infrastructure still at its core, the page is organised around that split: what is
deterministic, what agents handle, and how companies use both to grow at
different stages.



<Video
  src="https://cdn.edgarlr.com/sequence-website/sequence-hero.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/sequence-hero-cover.webp"
  alt="The Sequence homepage — “AI-native revenue automation from quote to cash” over a drifting field of violet and blue particles, agent labels like AR agent, Billing agent and Reminder sent surfacing in it, above a scrolling strip of customer logos."
  preload
  width={2048}
  height={1156}
/>


<Grid>


<Video
  src="https://cdn.edgarlr.com/sequence-website/integrations.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/integrations-cover.webp"
  alt="“Integrate seamlessly with your current technology stack” — a grid of connector logos around the Sequence mark coming into focus as the section scrolls in."
  width={2048}
  height={1070}
/>
<Video
  src="https://cdn.edgarlr.com/sequence-website/agents.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/agents-cover.webp"
  alt="“Agents that run your revenue operations” — a row of agent tasks above the Watchtower queue, one at a time lifting out and stepping through its work, from reading a contract to orchestrating billing setup, while the queue below opens the matching item."
  width={2048}
  height={1060}
/>
</Grid>

<Video
  src="https://cdn.edgarlr.com/sequence-website/outcomes-v2.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/outcomes-v2-cover.webp"
  alt="“More revenue and less month-end pain” — three outcome cards, 15% revenue recovered, 90% of AR queries handled automatically and 1 day to close the books, each flooding with colour as the cursor passes over it."
  width={2048}
  height={1060}
/>
<Grid>
<Video
  src="https://cdn.edgarlr.com/sequence-website/agents-rail.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/agents-rail-cover.webp"
  alt="“Hire agents to take on your manual finance work” — a prompt asking an agent to monitor the Intercom inbox, then a rail of agents: the focused card showing one agent's tools, instructions and guardrails, with narrow tinted strips on either side that swell on hover and step the focus to AR, reconciliation, quote approvals and card expiry outreach."
  width={2048}
  height={1150}
/>



<Video
  src="https://cdn.edgarlr.com/sequence-website/customers.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/customers-cover.webp"
  alt="“Modern companies grow faster with Sequence” — customer story cards for incident.io, Arch and Attention in black and white, colour filling the one under the cursor, then the incident.io story opening in a side panel and scrolling through its challenge and results."
  width={2048}
  height={1150}
/>
</Grid>

Along with the homepage, I redesigned multiple product pages, the
Sequence MCP page, navigation, blog and changelog, among others.

<Video
  src="https://cdn.edgarlr.com/sequence-website/product-heros.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/product-heros-cover.webp"
  alt="The product pages cycling through their heroes — billing, CPQ, revenue recognition, insights and reporting, usage metering and AR collections — each a serif headline over a product screen framed in its own gradient."
  width={2048}
  height={1162}
/>



<Grid>


<Video
  src="https://cdn.edgarlr.com/sequence-website/navigation.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/navigation-cover.webp"
  alt="The site navigation — the Product menu opening onto billing, CPQ, AR collections, revenue recognition, usage metering, insights and connectors with a Sequence Labs card alongside, then the Resources menu opening onto changelog, blog, principles, MCP, about and careers, with a Sequence 2.0 demo featured."
  width={2048}
  height={1152}
/>


<Video
  src="https://cdn.edgarlr.com/sequence-website/cpq-flow.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/cpq-flow-cover.webp"
  alt="“What you quote is what you bill. Automatically.” — four steps scrolling past, from generating a quote, to the customer signing it through Dropbox Sign, to the billing schedule it creates, to the invoice that goes out, the product screen beside them changing with each step."
  width={2048}
  height={1152}
/>


<Video
  src="https://cdn.edgarlr.com/sequence-2025/rev-req.mp4"
  poster="https://cdn.edgarlr.com/sequence-2025/rev-req.webp"
  alt="“AI that reviews your journals before you do” — a revenue table with anomalies flagged, then a plain-language summary of recognised revenue, then the Watchtower queue with a flagged recognition schedule open."
  width={1920}
  height={1080}
/>

<Video
  src="https://cdn.edgarlr.com/sequence-website/cpq-editor.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/cpq-editor-cover.webp"
  alt="“An editor that feels like Notion” — the quote editor stepping through templates, content blocks added from a slash menu, smart variables highlighting in the contract text, files dropped onto the quote as attachments and the finished quote hosted at its own link, the list on the left following along."
  width={2048}
  height={1152}
/>



</Grid>

<Video
  src="https://cdn.edgarlr.com/sequence-2025/complex-terms.mp4"
  poster="https://cdn.edgarlr.com/sequence-2025/complex-terms.webp"
  alt="“Complex terms. Accurate invoices.” — a contract processing into a row of dots spreading across a dotted globe, the caption below stepping from processing, to scanning for errors, to building audit trail."
  width={1516}
  height={1080}
/>




<Grid>



<Video
  src="https://cdn.edgarlr.com/sequence-website/connectors.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/connectors-cover.webp"
  alt="“Connect with the tools used by your teams” — HubSpot, QuickBooks, Xero and other connector logos drifting along concentric orbits around the Sequence mark."
  width={2048}
  height={1536}
/>

<Video
  src="https://cdn.edgarlr.com/sequence-website/sequence-mcp.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/sequence-mcp-cover.webp"
  alt="The Sequence MCP page — “Sequence MCP” inside a ring of fine radiating lines that ripples, bulges toward the cursor and shifts from blue to pink and back."
  width={2048}
  height={1536}
/>


</Grid>

<Video
  src="https://cdn.edgarlr.com/sequence-2025/billing-animation.mp4"
  poster="https://cdn.edgarlr.com/sequence-2025/billing-animation.webp"
  alt="“A billing engine that handles what others can't” — the list on the left stepping through usage-based, seat-based and milestone pricing while the panel beside it rebuilds the matching configuration and tier table."
  width={1920}
  height={1080}
/>
## 2025

Two homepage redesigns, multiple landing pages, pricing, Sequence principles, a glossary, among others.

The site evolved from its earliest version, which presented Sequence as a traditional SaaS product where we kept adding products like revenue recognition, CPQ and more, to what we called Sequence 2.0, where Sequence set out to lead on AI in finance. AI and agent features moved to the core of the product, and an agency led a brand refresh to match, with a new logo. I redesigned and rebuilt the site around that new brand.


<Video
  src="https://cdn.edgarlr.com/sequence-website/sequence-billing.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/sequence-billing-cover.webp"
  alt="“Turn sales contracts into automated billing” — a sales contract between Slack, Salesforce and DocuSign on one side and NetSuite, Rillet and QuickBooks on the other, its pricing extracted and approved, then turned into a products table and a run of invoices marked sent as billing is automated."
  width={2048}
  height={1184}
/>



<Grid>
  <Video
    src="https://cdn.edgarlr.com/sequence-2025/sequence-dunning.mp4"
    poster="https://cdn.edgarlr.com/sequence-2025/sequence-dunning.webp"
    alt="A column of invoices scrolling past, each with an amount, a timestamp, a customer logo and a status of Sent, Review required or Payment reminder scheduled."
    width={1080}
    height={1080}
  />

  <Video
    src="https://cdn.edgarlr.com/sequence-2025/pricing-engine.mp4"
    poster="https://cdn.edgarlr.com/sequence-2025/pricing-engine.webp"
    alt="The pricing engine — a list cycling through transaction fees, platform seats, Fin resolutions, email subscribers and API usage, the Edit product panel beside it swapping between linear, graduated-tier and seat-based models."
    width={1080}
    height={1080}
  />
</Grid>


<Video
  src="https://cdn.edgarlr.com/sequence-2025/agents.mp4"
  poster="https://cdn.edgarlr.com/sequence-2025/agents.webp"
  alt="The Sequence homepage — “Agents that augment your finance team” over a pleated gradient, with the Watchtower review queue rising into place beneath it."
  width={1920}
  height={1080}
/>




<Video
  src="https://cdn.edgarlr.com/sequence-website/revrec.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/revrec-cover.webp"
  alt="“Complex revenue recognition, made simple” — a revenue waterfall of customers by month, with the revenue recognition agent sliding in over it to answer questions about Q4 revenue, the 2025 forecast and Intercom's deferred revenue."
  width={2048}
  height={1058}
/>


<Video
  src="https://cdn.edgarlr.com/sequence-website/glossary.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/glossary-cover.webp"
  alt="The glossary — “Terms and phrases related to revenue management” with an A–Z index that pins to the top and highlights the current letter as entries scroll past, and a related term opening its definition in a popover on hover."
  width={2048}
  height={1082}
/>

<Grid>



<Video
  src="https://cdn.edgarlr.com/sequence-website/sequence-team.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/sequence-team-cover.webp"
  alt="“Our world-class team” — a stack of polaroids beside the copy fanning out on hover into four captioned photos, Offsite 2024, Office night, Team day and Christmas dinner, as the page behind them blurs."
  width={2048}
  height={1162}
/>

<Video
  src="https://cdn.edgarlr.com/sequence-website/principles-hero.mp4"
  poster="https://cdn.edgarlr.com/sequence-website/principles-hero-cover.webp"
  alt="Sequence Principles — “Designing a scalable revenue management process” above a document card wired to the systems around it, dots and colour pulsing along the connections."
  width={2048}
  height={1162}
/>


</Grid>



<Wide
  src="https://cdn.edgarlr.com/sequence-2025/seq-cta.png"
  width={2142}
  height={854}
  alt="The Sequence call to action."
/>