A new vision for payments

Unified Payments Infrastructure

Story

Team

Customer

Vision

Unified

Investors

Gabriel Le Roux

Co-founder & CEO

When I founded Primer six years ago, I had a clear vision: to build the infrastructure layer that sits across a merchant's entire payments lifecycle, giving them control, visibility, and the freedom to choose the best tools for every market, every risk profile, every customer.

It was an opportunity so obvious that we couldn’t quite believe somebody hadn’t already taken it. Anyone working in payments at that time could see that the ‘full-stack’ offering promoted by payment service providers (PSP) couldn’t meet the needs of modern businesses.

Merchants were increasingly finding they needed to use multiple PSPs to achieve optimal performance across different markets. While the additional services offered, such as fraud prevention, often fell short of what was provided by the specialist solutions on the market.

I saw this firsthand at Braintree, where I worked with enterprise merchants building their payment strategies. What merchants had was a take-it-or-leave-it model that forced compromise at every stage. What they wanted was optionality, flexibility, and freedom.

They needed

an infrastructure that could scale with them

Primer

“With payments, the more you try to build in-house, the greater the risk of diverting focus and resources from your core competencies. That’s something we’ve strategically chosen to avoid by using Primer.”

Arjun Muralidharan

Director of Product, GetYourGuide

A new vision for payments

We built Primer, the world’s first Unified Payment Infrastructure, to unify the fragmented payment systems merchants rely on to move money around their business.

By bringing processors, payment methods, fraud tools, and payment data together into a single platform, Primer gives merchants complete visibility and control across their entire payments operation.

Today, Primer powers billions of transactions annually for companies like GetYourGuide, Printful, Conforama, and AppsFlyer, handling more than 95% of our customers' total payment volume.

The unification problem we set out to solve? We solved it.

But solving it revealed something bigger.

When you sit across the entire payments lifecycle, you gain something fragmented systems never can: complete context across how money moves through a business.

And in the age of AI, complete context is everything.

AI built on fragmented systems will always be constrained by partial data, disconnected signals, and incomplete understanding.

Primer is different.

Because the systems, providers, and data that power money movement are unified in one place, AI running on Primer can operate with complete context across the entire payments lifecycle.

That changes what AI can do. It transforms payments and finance into intelligent operations that continuously optimize, adapt, and improve in real time, uncovering opportunities earlier, responding to issues faster, and driving stronger business performance at every stage of the money movement journey.