How a UK Founder Got A16Z to Fly to London (And Invest) | Riya Grover | Sequence

In this episode of Scaling Stateside, David Rose and Matt Oxley sit down with Riya Grover, the serial entrepreneur behind the food-tech startup Feeder (successfully exited) and the current Co-Founder and CEO of Sequence.

Riya breaks down the raw reality of building a US category leader from London, the intentional shift away from "dead" cold outbound sales motions, and the distinct mindset required to pitch—and win—tier-1 Silicon Valley venture capital like Andreessen Horowitz (a16z).

If you’ve ever wondered how to crack the hyper-competitive US market, or whether to make that crucial jump across the pond to build a local cultural hub, this conversation is for you.

📍 KEY TOPICS & TIMESTAMPS

00:00 Intro & Riya’s early "hustle years" 
04:29 From Oxford and Investment Banking to Tech 
07:31 The accidental genius: How internal software led to her first exit 
11:17 The founding of Sequence and solving the B2B billing nightmare 
17:44 Why you can’t win the US from Europe (and opening a NY HQ) 
25:09 "Cold outbound is dead": Modern B2B GTM strategies 
34:08 How a UK startup got A16Z on their cap table 
36:08 The biggest differences between pitching US vs. UK VCs 
39:30 Riya's top advice for founders raising US capital

ABOUT RIYA GROVER

Riya Grover is the Co-Founder and CEO of Sequence, a B2B finance automation platform that helps teams streamline their order-to-cash and accounts receivable processes using flexible, AI-native software. A serial entrepreneur, Riya previously founded and successfully exited Feeder, a B2B food marketplace, where an internal software tool ultimately drove the company's acquisition value.

Known for her highly intentional go-to-market strategies and strong leadership, Riya successfully transitioned from a traditional investment banking career (post-Oxford and Harvard Business School) into building venture-backed tech companies. Today, she leads Sequence across dual headquarters in London and New York, building a global category leader backed by top-tier investors like Andreessen Horowitz.

🔗 CONNECT WITH Riya Grover
LinkedIn ⮕ https://www.linkedin.com/in/riya-grover-a22a4822/

Sequence ⮕ https://www.sequencehq.com/

🔗 CONNECT WITH David Rose
LinkedIn ⮕ https://www.linkedin.com/in/davidbrose/

🔗 CONNECT WITH Matt Oxley
LinkedIn ⮕ https://www.linkedin.com/in/mdoxley/

🏢 POWERED BY WILSON SONSINI 
This episode is powered by Wilson Sonsini, the leading law firm for technology and growth companies. Wilson Sonsini helps European founders navigate US expansion — from entity formation and regulatory compliance to VC fundraising and M&A. Their deep cross-border expertise ensures you structure it right from day one.

US Expansion Partners ⮕ https://www.usxp.co/

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