deftly.vc welcomes Sequence to its portfolio [+ why we invested]

Sequence is a category-defining financial routing software company that breaks down the walls between the dozens of cash accounts that consumers use to store and transfer their funds. It aligns with our views on the "efficiency economy".

deftly.vc is thrilled to be an investor in Sequence, supporting Gilad, Oren and Tom as they promote financial independence by empowering customers to better understand and more easily move money to accomplish their life goals. As an early investor, deftly.vc proudly joins Aleph, one of Israel's most successful early-stage VC funds, and also has the privilege of working alongside partner Eden Shochat an early investor in Riskified (fintech) Windward (supply chain) and Monday.com (workflow management), all unicorns.

Founder/market fit

Gilad (CEO),  Oren (CTO), and Tom (CPO), met back in 2013 at one of Tel Aviv’s first startup accelerators, The Junction. At that time, brothers Tom and Oren were focused on their startup venture, while Gilad was pursuing his own startup.

Over the years, their friendship developed, leading them to join forces a decade later with the birth of Sequence. During these past six years, Gilad, Oren, and Tom worked together launching a few consumer-fintech products including Lance, a gig-economy financial app. Using their experiences in personal finance, coupled with their approach of listening, testing, and iterating, they were inspired to build a platform that truly answers the needs of their users.

Unique proposition: Breaking down financial silos

The average American juggles ~15 different accounts, including credit cards, loans, bank accounts, and fintech apps. This fragmentation of services has made it increasingly challenging to track, comprehend, manage, and optimize our financial lives.

With Sequence, users can bring together all of their different bank accounts, credit cards, savings funds, investments, and more into one place. Unlike traditional banking platforms, Sequence enables its users to create automations powered by smart rules and IF statements, offering actionable insights so that they can execute financial strategies directly to gain a comprehensive view of their financial landscape.

Vision

Sequence’s vision goes beyond just the technological benefits of connectivity, visualization, and automation. The company's mission is to improve people’s lives by improving their financial well-being. 

By providing a consolidated view of various cash accounts and removing the friction of money movement, Sequence shifts control to end users so that they can eliminate debt in the most efficient way; start their rainy day fund in case of an unexpected health issue; get access to the best credit lines and/or loans for their education or business; and take steps toward building generational wealth for their families. Sequence strives to help customers make sure they have enough money in their accounts so they can just do the things they love; travel, spend time with their loved ones - and live a happy and fulfilling life on their terms.

If you'd like to learn more about Sequence, feel free to reach out to arie@deftly.vc or directly to gilad@getsequence.io.