On-demand services are one of the hottest trends today. The software, movie, and even car industries, among others, have been affected by entrepreneurs hoping to make a buck by changing prevailing sales models.

Zuora, which on Thursday said it received $6.5 million in a first round of venture funding, aims to do the same with subscription services. The startup has created what it says is the first on-demand platform for managing subscriptions, including purchases and billing.

Tien Tzuo, the startup’s chief executive and former executive at Salesforce.com, said any company that offers a recurring product—such as magazines or movie rentals—could benefit from Zuora. In a pleasing twist to the story, all those struggling startups out there offering software-as-a-service could also use Zuora, which itself is essentially offering software-as-a-service.

Oracle’s Portal Software is the closest competition out there, said Mr. Tzuo. But that caters to very large companies.

One might think that Salesforce.com, a bellwether of on-demand services, might jump on this idea if Zuora proves successful. But that is unlikely—at least for now—considering Salesforce.com CEO Marc Benioff contributed to the financing round.

The Redwood City, California, based Zuora plans to use the funds to improve its technology, drive product development, and expand sales and marketing programs. Benchmark Capital led the round and general partner Peter Fenton will join Zuora’s board of directors.