EPISODE · Feb 27, 2026 · 40 MIN
How a UK Founder Got A16Z to Fly to London (And Invest) | Riya Grover | Sequence
from Scaling Stateside · host USXP
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 & TIMESTAMPS00:00 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 capitalABOUT RIYA GROVERRiya 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 GroverLinkedIn ⮕ 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/🔔 Subscribe for more conversations on scaling to the US the right way.
What this episode covers
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 & TIMESTAMPS00:00 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 capitalABOUT RIYA GROVERRiya 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 GroverLinkedIn ⮕ 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/🔔 Subscribe for more conversations on scaling to the US the right way.
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How a UK Founder Got A16Z to Fly to London (And Invest) | Riya Grover | Sequence
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