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Primer, the unified infrastructure for global payments and commerce, today announced the appointment of Urvashi Gupta as Head of Asia-Pacific (APAC).
Based in Singapore, Urvashi will lead Primer’s APAC go-to-market strategy, commercial execution, and regional team expansion as the company continues to scale across some of the world’s most complex payments markets.
Her appointment comes as Primer sees increasing adoption in APAC from merchants in complex, fast-moving sectors including iGaming, crypto, digital health and retail. To support this momentum, the company has expanded its regional team across Southeast Asia and Australia, adding five new hires since 2025.
Gabriel Le Roux, Co-founder and CEO of Primer, said, “APAC is one of the most complex and high-growth regions for global commerce, and Urvashi brings exactly the right combination of operating discipline, regional insight, and go-to-market expertise to lead our expansion. Her track record of growing regional teams and scaling revenue across diverse markets makes her a natural fit for Primer as we double down on the region.”
Urvashi brings more than 15 years of experience scaling B2B technology companies at pivotal growth stages. Prior to joining Primer, she served as Regional Vice President, APAC at identity verification technology company Onfido, where she was hired to set up the Singapore office and played a key role in establishing its regional presence and customer base.
In addition to her corporate leadership experience, Urvashi co-founded Reboot, an executive training and coaching ecosystem supporting founders and leadership teams across Fortune 500 companies. She has also advised technology companies on strategic operations, sales effectiveness, and international expansion during her time at Bain & Company and LinkedIn.
Urvashi Gupta added, “Primer is solving some of the hardest problems in global payments, and that challenge is especially pronounced in APAC, where fragmentation and cross-border complexity are the norm. I’m excited to work with the team to help merchants scale faster in the region, while building durable, high-performing teams on the ground.”
