# Primer **Source:** https://geo.sig.ai/brands/primer **Vertical:** Finance **Subcategory:** General **Tier:** Emerging **Website:** primer.io **Last Updated:** 2026-04-14 ## Summary No-code payment orchestration platform with 80+ processor integrations; visual workflow builder for routing, fraud rules, and retry logic without engineering. ## Company Overview Primer is a no-code payment orchestration platform allowing enterprise merchants to manage their entire payment stack — processors, fraud tools, 3DS providers, and payment methods — through a visual workflow builder without engineering resources. Founded in 2020 and headquartered in London, Primer's Automation layer lets merchants define payment flow logic (if card issuer X, route to processor Y; if high-value transaction, apply 3DS; if fraud score > threshold, decline) as visual workflows rather than bespoke code. The company raised $50 million in Series B funding in 2022, backed by Accel and others, targeting the significant operational cost and revenue leakage that large merchants experience from suboptimal payment routing and failed transactions. Primer's Connections layer integrates with 80+ payment providers and fraud tools through a single API, allowing merchants to add, test, or switch providers without engineering work. By 2024-2025, Primer serves enterprise merchants processing hundreds of millions of dollars monthly. In 2025, Primer competes in the payment orchestration space alongside Spreedly, Zooz (Payone), and custom orchestration layers built by merchants. The company's no-code differentiation appeals to payment operations teams that want to run A/B tests on processors or build complex retry logic without developer dependencies. Primer has expanded into authorization optimization tools that use machine learning to predict the best routing path for each transaction, improving overall authorization rates. The company's 2025-2026 focus includes deeper network tokenization support and AI-driven payment performance analytics. ## Frequently Asked Questions ### What is Primer? Primer is a payment orchestration platform that enables merchants to build customized payment flows. Founded in 2020 and based in London, the company provides a unified solution for managing multiple payment integrations and optimizing transactions. ### What products and services does Primer offer? Primer offers payment orchestration, payment routing, a unified payment API, local payment methods, and transaction optimization. These services help merchants streamline their payment infrastructure and customize payment flows. ### Who are Primer's typical customers? Primer serves merchants who need sophisticated payment solutions, with key clients including GetYourGuide and Conforama. The platform is designed for businesses looking to optimize their payment processes across multiple providers and regions. ### When was Primer founded? Primer was founded in 2020. ### Where is Primer headquartered? Primer is based in London, United Kingdom. ### What is Primer's current valuation? Primer has a valuation of $425 million, with £28 million in cash as of 2023. ### What are Primer's recent financial achievements? Primer's revenue grew to £2.9 million in 2023 and is projected to reach £6 million in 2024, representing 200% year-over-year growth. ### How does Primer's payment orchestration work? Primer provides a unified payment API that allows merchants to integrate multiple payment providers through a single platform. The system enables payment routing and transaction optimization to customize payment flows based on merchant needs. ### What recent integrations has Primer added? In 2024, Primer added 17 new integrations including J.P. Morgan Chase and Airwallex. The company also added 9 new local payment methods in France alone during this period. ### Is Primer part of Y Combinator? No, Primer is not a Y Combinator company. ## Tags api-first, b2b, fintech, global, payment-processing, platform, scaleup --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*