Payments infrastructure company Primer has announced the successful closure of a $100 million Series C funding round. The investment was led by European investment firm Sofina, with significant participation from Peak XV Partners and all of the company's existing investors. This new capital is earmarked to accelerate the development of Primer's AI-native infrastructure, designed to unify the fragmented payments landscape for global merchants.
Addressing Data Fragmentation in Payments
Businesses have long contended with payment data being scattered across numerous processors, fraud tools, and disparate financial systems. This fragmentation creates operational inefficiencies and prevents a single, reliable source of truth for crucial transaction data. In the current era of artificial intelligence, this siloed approach poses a significant risk, as AI models require complete data to make accurate and impactful decisions.
A Unified Infrastructure for AI
Primer directly addresses this industry-wide challenge by providing a single, unified layer that sits across the entire payments lifecycle, from checkout to reconciliation. Its platform is engineered to capture over 400 data points per transaction, creating a comprehensive and contextualized view of how money moves. This holistic dataset serves as the essential foundation for deploying powerful AI that can understand the full context of each payment flow.
The company already processes billions of dollars in annual transactions for a growing roster of international clients, including GetYourGuide and AppsFlyer. Its proprietary AI Companion tool is actively helping customers identify anomalies, query complex data, and receive actionable recommendations. With the new funding, Primer plans to evolve this tool from an advisor into an autonomous agent capable of executing tasks and optimizing payment performance.
Strategic Expansion and Future Vision
A key strategic priority for the new investment will be accelerating growth within the United States, which stands as the world's largest payments market. The US currently accounts for approximately one-fifth of Primer's revenue, a figure that has been consistently doubling year-over-year. The company has set an ambitious goal for the region to represent more than a third of its total business by 2028.
Beyond geographic expansion, the funding will also support the enhancement of Primer's product suite for finance and treasury departments. New tools will leverage the platform's unified data to help teams better manage foreign exchange leakage and systematically reduce payment processing fees. This product strategy aligns with Primer's overarching vision of becoming the central intelligence layer for a company's complete financial operations.
This substantial $100 million investment strongly positions Primer to capitalize on the increasing enterprise demand for sophisticated, AI-driven financial tools. By solving the foundational problem of data fragmentation, the company is building the critical infrastructure required for the next generation of payments. Primer's unwavering focus on unified intelligence aims to empower businesses globally to make smarter, faster, and more confident financial decisions.