Primer builds on 2024 successes to accelerate global growth as it marks five years of unified payments

27 November 2024 — Primer, the unified infrastructure for global payments, today sets out its plans for 2025 growth and new markets across the EU, US and APAC as it approaches its fifth anniversary. Leading on building an open and interoperable future for merchants worldwide, Primer has achieved significant milestones in product innovation and senior team hires in 2024 to meet the evolving needs of global enterprises.  

With four in five (75%) of payment leaders expecting payments to play a more critical role in their organisation over the next five years, Primer is on a mission to address the increasingly complex and fragmented payments landscape. The company, backed by global investors such as ICONIQ Growth, Accel and Balderton, has experienced substantial growth in the past year, with notable industry leaders like GetYourGuide, Conforama, Lime, and Maisons du Monde adopting its solutions in 2024.

Gabriel Le Roux, CEO and Co-Founder of Primer, says, "In the last five years, we’ve carved out a new space for payments, disrupting a market that has seen little innovation for nearly 15 years. As the world’s first unified payment infrastructure, we're leading the charge in payment innovation while the walled gardens crumble, pushing large Payment Service Providers (PSPs) to rethink their business models. At the same time, forward-thinking merchants are reimagining their payment stacks, transforming them into seamless, scalable growth enablers. The excitement from global businesses and the strength of our partnerships prove one thing: the future of payments is unified – and we’re just getting started.”

2024 was the year of maximising value for merchants

Throughout 2024, Primer has doubled down on investments in its core platform, advanced tools, and customisable frameworks, to equip anyone who interacts with payments with unparalleled control and flexibility over the end-to-end payment journey, including:

• Broadening its integration portfolio: To strengthen coverage for merchants in Europe, the Middle East, and the US, Primer added 17 new integrations, including the world’s largest card acquirer J.P. Morgan Chase and global payments platform Airwallex. Primer has made significant strides in the French market and, therefore, has built nine new local payment methods and three PSPs.
• Pushing the boundaries of interoperability: From sharing card data to triggering payouts or loyalty discounts, to retrieving data from existing systems to check inventory, Primer has made substantial developments to ensure seamless interoperability across the entire transaction lifecycle.
• Making payments collaborative: Primer’s platform brings together payments, fraud, finance, operations, marketing and support teams to plug in their favourite apps into their payment stack, transforming how businesses are interacting with payments. 
• Recovering and future-proofing business revenue: Primer has recovered millions in 2024 through Fallbacks, protecting against processor outages or payment declines. Combined with its enhanced Monitors App, merchants can monitor and detect payment issues before they happen.

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Strengthening its leadership to fuel the next wave of growth 

As a fully remote company with employees in over 30 markets, Primer's success continues to attract top talent in the sector. To remain at the forefront of the next era in payments, Primer recently welcomed: 

• Alex Mallet, Chief Technology Officer: Formerly with Microsoft, Amazon, and Forto, Mallet is set to elevate Primer’s tech capabilities to new heights, reinforcing its dedication to building robust, best-in-class solutions for its global clients.
• Caitriona Staunton, VP of People and Talent: With experience from Improbable, Atlassian, and Google, Staunton is looking to scale a diverse and high-performing team –  a critical step as Primer sharpens its focus on growth and talent-driven excellence.
• Sam Elgar, Head of Customer Success: Ex-Shopify, Elgar is laser-focused on delivering value to global enterprise merchants as the company acquires and onboards new customers.
• Rodrigo Quinteiro, Head of Product Support: Leveraging his experience at Google and Onfido, Quinteiro is committed to enhancing Primer’s technical support, ensuring merchants receive timely assistance to navigate fluctuating business demands. 

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Building an open and interoperable future for merchants in 2025 and beyond

With nearly 9 in 10 (89%) payment leaders planning to invest in payment technology in 2025, merchants are realising that multi-PSP routing barely scratches the surface of what can be achieved.  This significant shift in the payments narrative, coupled with strengthened leadership, deepened market expertise, and continued product innovation at Primer, solidifies the company's position as the next category leader in the payments industry. 

In 2025, Primer will continue to introduce new capabilities to address the complexities of the payment lifecycle, lowering the barriers to entry to design and build payment stacks that meet the needs of global businesses. As global demand for unified payments continues to grow, Primer plans to venture into new markets worldwide, targeting industries such as retail, travel and experiences, ticketing, entertainment, fintech, and marketplaces.

For more information, please visit https://primer.io/.

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About Primer

Primer is the unified infrastructure for global payments. With unrivalled freedom and visibility across the payments and commerce ecosystem, Primer equips merchants with the tools to effortlessly optimise performance, build at pace, and capture untapped revenue to achieve unstoppable growth.

Operating in over 35 countries, Primer serves category leaders in retail & ecommerce, travel & mobility, ticketing, and fintech. It has raised over US$94M, backed by the likes of Iconiq, Accel, Balderton, and Tencent.

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