Primer raises $100M Series C to bring AI to every payment and accelerate US expansion 

Primer today announces a $100 million Series C funding round, as it continues to build the AI-enabled operating layer for global payments and finance.  The round is led by Sofina, with participation from Peak XV Partners, and continued backing from all existing investors, including Balderton, Accel, ICONIQ, Tencent, and Speedinvest.

You can’t build intelligent payments on fragmented data:

AI is only as good as the data it runs on. In payments, that data is rarely complete. Many organisations run payments across fragmented processors, acquirers, and fraud tools, with no single system providing a complete view.  As payments and finance teams turn to AI to move faster and make decisions, that fragmentation becomes a critical vulnerability, risking incorrect decisions at scale. 

Primer was founded in 2020 on the premise that payments needed a single, unified infrastructure layer before they could benefit from the intelligence built on top.

Today, the platform sits across a merchant’s entire payments lifecycle, from checkout to payout, capturing over 400 data points per transaction and managing more than 95% of customer payment volume on average.  

Processing billions of transactions annually for brands like GetYourGuide, Dialpad and Printful, it provides businesses with a complete and contextual view of their payment flows. That completeness unlocks AI’s full potential.

“In the next few years, every payment decision in a large business will be initiated, optimized or audited by AI. That shift is already underway,” said Gabriel Le Roux, CEO and co-founder of Primer.  “The question is whether the data those systems run on is complete because when you deploy agents across fragmented data, they don’t just underperform, they make the wrong decision. That’s why the next era of payments can only be built on complete, contextual intelligence. And that’s what Primer delivers.” 

Deploying AI across every payment flow:

Following the raise, Primer is now doubling down on its investment in AI capabilities, including expansion of its proprietary AI agent – Primer Companion. Released last year (2025) Primer Companion is already in the hands of merchants helping them answer the most complex payment queries and surfacing contextual insights. Primer will now be building capabilities at scale to run experiments, optimize performance, and operate autonomously, within merchant-defined parameters, moving from a tool that informs decisions to one that executes them. “We don’t want merchants chasing problems or missing opportunities. With full context across every payment, Primer Companion can act on their behalf, knowing what’s happening, why, and what to do next.” Le Roux added.

The company plans to grow US revenue to more than a third of its business by 2028 and will hire up to 50 roles in the region to support that expansion.

Jean-François Burguet, Head of Digital at Sofina, said: “Payments are reaching a structural turning point, with merchants consolidating onto unified infrastructure and AI moving to the heart of every transaction decision. Gabriel and the team have spent the past six years building the platform best suited to that future, earning the trust of some of the world’s most demanding merchants. We’re privileged to partner with them for the long term as they scale in the US and globally.”

Aakash Kapoor, Principal, Peak XV added “Primer has built a unified infrastructure that manages nearly 100% of payment volume for its clients, giving global enterprises a complete view across multiple processors, acquirers, fraud tools and payment methods. As payments enter a new architectural era, that depth of context becomes critical for AI agents to make decisions. We are excited to partner with Primer as they expand globally.”