Company: Primer
Co-Founder, CEO: Gabriel Le Roux, Paul Anthony
Website: https://primer.io/
About Primer
Primer.io, launched in 2020, offers unified payments infrastructure. It aims to solve the complexity businesses face when integrating multiple payment systems. Primer customers can pick and mix their providers; design their checkout exactly how they need; and drag and drop conditions using a simple and visual workflow.
Most recently valued at $425M in 2021 (for a raise of $50M) its senior team is picked from the likes of PayPal, Braintree, Klarna, Stripe, and GoCardless. In addition, they’ve secured investment from Balderton Capital, Accel, and Seedcamp.
Founder and CEO Gabriel Le Roux, drawing on experiences at Braintree and PayPal, noticed merchants frequently struggling to fully realise their ambitious payment strategies due to limited infrastructure. Merchants sought more than transaction processing, they wanted a powerful tool for growth, data management, and better customer experiences. Primer was created to provide that unified payments infrastructure.
Today Primer works with hundreds of customers globally, and its Fallbacks are a proven revenue recovery engine. In the past year alone, merchants using Fallbacks recovered over $35 million. Its customer base includes the likes of NewLook, GetYourGuide, and Printify, and is growing rapidly across the globe.
In the last 12 months, it has been recognised by Startups Magazine as one of the top 100 UK’s best new startups, and has previously been included in Sifted’s B2B SaaS Rising 100, and CNBC’s Top 250 Startups.
Designed as a remote-first company even before COVID-19, Primer emphasises global talent, collaborative culture, and cross-functional teamwork. Gabriel’s entrepreneurial drive, empathy for merchant challenges, and global perspective have shaped Primer’s mission and ongoing success.
Looking ahead, Primer aims to embed payments more deeply into every part of businesses, enhancing customer experiences and operational efficiency globally. While its client base has mostly consisted of enterprise businesses, Primer is also investigating ways to bring its product to small businesses and startups or scale ups.
Its aim is to make its game-changing technology available to all businesses who need it.
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