Primer Secures $100M to Scale AI Payment Solutions

Primer, a London-based Fintech platform founded in 2020 by Paul Anthony and Gabriel Le Roux, has raised $100 million in Series C funding to accelerate its AI-driven payment solutions. The oversubscribed round was led by Belgian investment group Sofina, with participation from Peak XV Partners, Balderton Capital, Accel, ICONIQ Growth, Tencent, and Speedinvest, bringing Primer’s total funding to $170 million since inception. The company consolidates global payment processing for merchants, handling over 95% of client transaction volumes and capturing 400 data points per transaction for brands including GetYourGuide, Dialpad, Lime, and Printful. The new capital will primarily fund the expansion of Primer Companion, an AI agent introduced in late 2025 that analyzes transaction data and identifies payment inefficiencies. With the funding, Primer plans to upgrade the tool into an autonomous system capable of live experiments, dynamic transaction rerouting, and independent execution of payment tasks within merchant-defined boundaries. The company argues that centralized data infrastructure is essential for AI-driven finance decisions, reducing errors from fragmented systems. A significant portion of the funding will support Primer’s expansion into the US, the world’s largest payment market, where annual recurring revenue is doubling year-over-year. The company aims to grow its US team by 50 roles and increase North American revenue to over one-third of its global total by 2028. Primer will also enhance its drag-and-drop workflow builder, enabling enterprise teams to customize payment processes without coding. The $100 million round reflects investor confidence in Primer’s ability to merge AI with payment infrastructure, addressing operational inefficiencies in global commerce. By centralizing data and automating decision-making, the company positions itself as a critical enabler for merchants navigating complex payment ecosystems.