Sequifi (Lehi, UT) has raised $6.7 million seed funding to streamline same-day payroll and commission management for home services, tackling industry turnover and scaling into 11+ trades with strong investor backing: Cervin Ventures, Frazier VC, Tokyo Black, and others.
Lehi, Utah - August 26, 2025
Lehi-based fintech Sequifi has raised a $6.7 million seed round to expand its workforce platform for home services companies. The round was led by Cervin Ventures (Palo Alto), with participation from Frazier VC (Lehi), Tokyo Black (San Francisco), and private investors.
Sequifi is taking aim at a massive but overlooked problem: how home service workers get paid. Industries like pest control, solar, roofing, HVAC, landscaping, and electrical services rely heavily on commission-based pay, bonuses, and overrides. But most companies still manage this with spreadsheets, delayed adjustments, and manual calculations—causing worker mistrust, payroll disputes, and 45% turnover rates.
"We built Sequifi because we've lived this problem," said Roshan Kumar, Sequifi co-founder and CEO. "The home services industry has been underserved despite its size and importance. It still relies on outdated tools and broken systems. Workers deserve to get paid the same day they finish the job."
Kumar explained the name: "sequenced finance," reflecting the critical need for timing and sequence in the home services industry payment systems.
From Pest Control Rep to Tech Founder
Kumar’s path to Sequifi started in an unlikely place: selling pest control door-to-door as a University of Wyoming sophomore. A single summer earned him $25,000, and soon he was managing 150 college students and generating $8 million in seasonal sales for Terminix. Later, running his own pest control branch, he discovered the root cause of his industry’s crippling turnover: compensation confusion. Workers were promised one number, but months later their actual pay came in lower after cancellations and adjustments. Trust collapsed. Retention plummeted.
Kumar sold his branch, moved into solar—and found the exact same problem. In 2022, he and his co-founder Alex Ross moved to Utah to build Sequifi. After two years of development, they launched in 2024.
A Platform Built by Operators, Not Spreadsheets
Sequifi bills itself as the first all-in-one workforce platform for home services, bundling same-day payroll, commission automation, onboarding, HR, and performance tools in one system. It replaces multiple platforms—DocuSign, Gusto, spreadsheets—and gives workers real-time visibility into their pay.
Customer response has been strong. Within six months of launch, Sequifi was generating revenue without a sales team, driven largely by word-of-mouth referrals. Today it serves companies in 11 industries, from solar to pest control to mortgage, and reports zero churn post-implementation.
Customer testimonials back up the impact:
"Before Sequifi, payroll was a mess. Now workers get paid the same day they finish jobs—and retention has soared." — Grant Miser, President of Aveyo
"Real-time pay visibility has eliminated disputes, built trust, and cut our payroll processing time by 75%." — Nic Vanleeuwen, Source MRKTG
Investor Confidence
For Cervin Ventures, the bet is on founder-market fit.
"Roshan and Adam know this market inside and out—not from a spreadsheet, but from years in the field building and running home services businesses," said Taylor Oliver, Partner at Cervin Ventures. "The insights they have from operating these businesses shows up in a platform that nails the complexity of contractor pay, and unlocks a massive opportunity in one of America's fastest-growing workforces."
Sequifi’s $6.7 million seed round was led by Cervin Ventures, with participation from Frazier VC and Tokyo Black. Cervin Ventures, headquartered in Palo Alto, California, is an early-stage venture capital firm focused on enterprise software and infrastructure startups, providing founders with deep operational experience and post-investment support to scale their businesses.
Frazier VC, based in Lehi, Utah, began as the Frazier family’s private investment office before evolving into a full lifecycle venture firm. Over the years, it has invested more than $250 million across 80 companies, resulting in multiple IPOs and acquisitions, and is known for its speed, flexibility, and long-term founder relationships.
Tokyo Black, based in San Francisco, California, specializes in early-stage investments in technology ventures, particularly SaaS, AI, and enterprise software, and supports startups during their critical growth phases. Together, these investors bring a combination of strategic guidance, sector expertise, and growth capital to help Sequifi expand its platform and scale across the home services industry.
Market Context
The home services sector is forecast to hit $156 billion by 2030, but faces a projected shortfall of 2.1 million skilled workers. Nearly 73 million Americans already work as independent contractors, many in trades that can’t be outsourced or automated. Yet companies struggle to retain staff, losing billions annually to turnover fueled by poor compensation systems.
Sequifi’s timing may be ideal. By solving a pain point at the heart of worker trust—getting paid accurately and on time—the startup hopes to become the financial backbone of America’s essential skilled workforce.
Learn more at sequifi.com.