Primer, the fintech helping merchants consolidate the payments stack, raises £14M Series A and The round was led by Accel, who I understand was very aggressive in persuading Primer to take the money from the VC firms.
Primer, the UK Fintech that wants to help merchants simplify their payments stack and easily support new payment methods in the future, has raised £14 million in Series A funding. The round was led by Accel, who I understand was very aggressive in persuading Primer to take the money from the VC firms.
The young company wasn’t aggressively fund-raising, having quietly raised 3.8 million pounds of funding announced in May. Instead, the team set out to build up the product and woo potential buyers by hosting technical workshops and in-depth Zoom interviews with 100 merchants—an activity that didn’t go unnoticed.
Existing investors are also participating in Series A: Balderton, SpeedInvest, and Seedcamp, who was joined in the round by the new backer RTP Global. Sonali De Rycker, partner at Accel, will join the board of Primer.
Founded by former PayPal employees – via the acquisition of Braintree by PayPal – Primer wants to offer one payment API to hopefully) rule them all with the clear aim of bringing greater transparency to the merchant’s payment stack.
The view is that larger merchants, particularly those operating in more than one geography, need to support a variety of payment methods that carry significant technical overheads, poor user interface, and lack of transparency.
Primer, now described as a “low-code” platform, carries out a lot of this heavy-lifting on behalf of merchants while remaining steadfastly payment method agnostic. By doing so the idea is to minimize friction by introducing new payment methods as they come onto the market and to be able to provide more visibility into things like how well each checkout option is performing.
As well as payment service providers (PSPs), the platform has connectors for fraud providers, charging systems, subscription billing engines, BI tools, loyalty, and reward platforms. Both payments and non-payment services can be “seamlessly connected to checkout experience and payments flow via workflows, enabling merchants to unify their fraud migration activities, create sophisticated transaction routing, and solve complex flows – all without a code” says Primer.
Primer says that additional funding will be used for the growth of international business and the expansion of its team. Billed as a remote-first company, Primer has 23 employees across six countries and says that it has already gained traction across mid-market and large e-commerce enterprise merchants across Europe.
Comments Paul Anthony, Primer’s co-founder and Head of Product and Engineering: “During our time at PayPal, we saw first-hand the technical burden that online merchants face in trying to provide the best payment experience to their customers worldwide. Our low-code approach enables merchant payment teams to control and extend their payment ecosystems and maintain a sophisticated payment logic with a familiar UI workflow.”
In the meantime, the new investment takes Primer’s total funding to £17.8 million and comes just a few weeks after the initial launch of the company’s platform.