London-based fintech company Primer has closed a substantial $100 million Series C funding round, marking a significant milestone in its mission to revolutionize the global payments landscape through artificial intelligence. The oversubscribed round underscores strong market confidence in Primer’s vision of creating a unified, intelligent platform that addresses longstanding fragmentation in merchant payment systems.
The investment was led by Sofina, with notable participation from Peak XV Partners and continued support from existing backers, including Balderton Capital, Accel, ICONIQ, Tencent, and Speedinvest.
This latest infusion brings Primer’s total funding to approximately $170 million since its founding.
The company, established in 2020 by former PayPal and Braintree executives, has positioned itself as a critical infrastructure layer for large-scale merchants handling complex, multi-provider payment environments.
At the core of Primer’s approach is the recognition that effective AI deployment in payments requires complete, contextual data.
Traditional setups often involve disparate processors, acquirers, fraud tools, and methods, leading to incomplete visibility.
Primer’s platform integrates across the full payments lifecycle—from initial checkout to final payouts—capturing more than 400 data points per transaction and overseeing over 95% of a merchant’s payment volume on average.
This comprehensive view enables smarter decision-making and unlocks the true potential of AI applications.
The company already powers billions of transactions annually for prominent clients such as GetYourGuide, Dialpad, Printful, Rail Europe, Lime, and loveholidays.
These span sectors including e-commerce, travel, fintech, and digital services.
By consolidating multiple payment service providers like Checkout.com, Stripe, Worldpay, Klarna, and GoCardless into a single interface, Primer helps organizations reduce complexity, boost performance, and drive revenue growth.
A key focus of the new capital will be enhancing Primer’s proprietary AI agent, Primer Companion.
Launched in 2025, the tool currently assists merchants with complex queries and delivers contextual insights.
The funding will expand its capabilities to enable autonomous operations—running experiments, optimizing flows, and executing actions within merchant-defined rules.
As CEO and co-founder Gabriel Le Roux explained, the future of payments will see AI initiating, optimizing, or auditing nearly every decision, but success hinges on high-quality underlying data.
In parallel, Primer plans aggressive expansion in the United States, currently the world’s largest payments market and a prime example of the fragmentation challenges the company solves.
The US already contributes about 20% of Primer’s revenue, with year-on-year ARR doubling.
The company aims to increase this share to over one-third by 2028, supported by plans to hire up to 50 new roles in the region.
Investors expressed enthusiasm about Primer’s positioning. Jean-François Burguet, Head of Digital at Sofina, highlighted the structural shift toward unified infrastructure and AI-centric transactions.
Aakash Kapoor from Peak XV Partners emphasized the platform’s ability to provide enterprises with deep, contextual visibility essential for next-generation AI agents.
As the payments industry evolves rapidly toward greater intelligence and efficiency, Primer’s latest funding positions it to lead this transformation. By prioritizing data completeness and AI integration, the company is not only streamlining operations for merchants but also paving the way for more autonomous financial ecosystem.