This story appears in the October 2025 issue of Utah Business. Subscribe.
When Roshan Kumar spent his college summers selling pest control services door-to-door, he ran into the same frustration that millions of 1099 contract workers face today: unpredictable pay. Workers often don’t know when they will get paid — or how much. That uncertainty creates not only financial stress for workers but also high turnover and operational inefficiencies for employers.
Fast forward to today, and Roshan and his co-founder, Adam Duerschmidt, are tackling these issues head-on with Sequifi. Cervin Ventures is proud to have led their $6.7 million Seed round.
The home services sector — pest, solar, landscaping, mortgage and more — is one of the fastest-growing segments of the U.S. economy and employs a large number of contract workers. Since traditional payroll systems were designed for W2 employees, and not the more dynamic, variable pay structures of 1099 employees, many businesses in this space still rely on manual spreadsheets to track commissions and payroll.
That approach is error-prone and outdated. It leaves workers guessing about their income and prevents business leaders from accurately forecasting their largest expenses.
Sequifi offers a solution purpose-built for these complexities. Their platform gives workers real-time visibility into earnings, same-day payments and transparent commission tracking. Employers gain a forecasting engine that reduces cash flow uncertainty, streamlines operations and leads to better retention of employees.
Roshan and Adam aren’t outsiders trying to disrupt an industry they don’t understand. They’ve built and scaled companies in pest control and solar, managing hundreds of contract workers along the way. The payroll challenges they witnessed firsthand became the foundation for Sequifi.
That blend of lived experience and entrepreneurial grit stood out to us. The Sequifi team isn’t just building another software tool; they’re addressing a fundamental pain point that affects both sides of the labor equation — workers and employers.
At Cervin Ventures, we look for founders who are reshaping the tech landscape so that customers don’t face the same problems our founders dealt with before starting their respective companies. Customers love Sequifi, and their expansion into mortgage and insurance underscores the scale of the opportunity.
We’re excited to partner with Sequifi to bring stability, transparency and growth to America’s contract workforce.
