Primer

Embedded Finance Infrastructure

Payments orchestration platform unifying PSPs, routing, and fraud into one API layer for global merchants.

Overview

Primer is a London-based payments orchestration platform founded in 2020 by ex-PayPal/Braintree alumni Gabriel Le Roux and Paul Anthony. The platform gives merchants a single integration point for their entire payments stack — connecting payment service providers (PSPs), fraud tools, FX providers, and financial operations under one unified API. Primer operates across 30+ countries and processes billions of transactions annually, with merchants routing an average of 97% of their total payment volume through Primer. The platform operates across three functional layers: Accept (checkout and payment method activation across PSPs), Optimize (dynamic routing, Fallbacks for automatic failover, adaptive 3DS, and network tokenization to maximize authorization rates and minimize costs), and Manage (reconciliation, cost overview, global accounts, and an AI Companion for payments intelligence). The low-code Workflow builder lets merchants configure routing logic, retry logic, and fraud rules without engineering overhead, while the underlying API enables deeper custom integration. Primer's 2025 product retrospective noted 140+ integrations in production, 99.99% platform availability, and latency reduced by approximately 50%. Primer targets mid-market and enterprise merchants across ecommerce, retail, travel, marketplaces, ticketing, entertainment, and fintech verticals. Key named customers include GetYourGuide, Maisons du Monde, Conforama, Printful, and Lime. In May 2026, Primer closed a $100M Series C led by Sofina and Peak XV Partners, bringing total funding to approximately $170M, to fund US expansion and AI-native infrastructure buildout.

Key features

• Multi-PSP routing and Fallbacks — dynamic routing and automatic failover across processors
• Universal Checkout — low-code, modular checkout supporting 140+ payment methods
• Workflow builder — no-code if-this-then-that logic for payment flows
• Reconciliation and cost overview — unified settlement, PSP fees, and FX visibility
• Network tokenization and adaptive 3DS for authorization rate optimization
• AI Companion — AI agent for payment anomaly detection, querying, and autonomous optimization