Primer, the U.K. fintech that wants to help merchants consolidate 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 were quite proactive in persuading Primer to take the VC firm’s money.
The young company wasn’t actively fund-raising, having quietly raised £3.8 million in funding announced in May. Instead, the team was heads down building out the product and wooing potential customers by holding technical workshops and in-depth interviews over Zoom with 100 merchants — activity that didn’t go unnoticed.
Also participating in the Series A are existing investors: Balderton, SpeedInvest and Seedcamp, who were joined in the round by new backer RTP Global. Sonali De Rycker, partner at Accel, will join Primer’s board.
Founded by ex-PayPal employees – via PayPal’s acquisition of Braintree — Primer wants to offer one payments API to (hopefully) rule them all, with the explicit aim of bringing greater transparency to a merchant’s payment stack.
The thinking is that larger merchants, especially those that operate in more than one geography, have to support an array of payment methods, which brings with it significant technical overhead, a poor user experience, and lack of transparency.
Primer, now described as a “low code” platform, carries out a lot of that heavy-lifting on behalf of merchants and while remaining steadfastly payment method agnostic. By doing so, the idea is to reduce friction when adopting new payment methods as they come to market, and be able to provide better insights into things like how well each checkout option is performing.
As well as payment-service-providers (PSPs), the platform has connectors for fraud providers, chargeback services, subscription billing engines, BI tools, loyalty and rewards platforms. Both payments and non-payments services can be “seamlessly connected to the checkout experience and payments flow via workflows, enabling merchants to unify their fraud migration efforts, build sophisticated transaction routing, and solve complex flows – all with no code,” explains Primer.
Primer says the additional funding will be used for international business development and scaling its team. Billed as a remote-first company, Primer has 23 employees across six countries, and says it has already picked up traction across mid-market and large enterprise e-commerce 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 online merchants face trying to offer the best payments experiences to their customers globally. Our low-code approach enables merchants’ payments teams to manage and expand their payments ecosystems, and maintain sophisticated payments logic with a familiar workflow UI”.
Meanwhile, the new investment brings Primer’s total funding to £17.8 million, and comes only a few weeks after the initial launch of the company’s platform.
