Primer operates at the intersection of financial technology, payments, and enterprise software, providing a payment orchestration platform that enables merchants to optimize and manage payment operations through a unified infrastructure layer. Given the company’s current Series C stage, European benchmarks (Q1 2026) for FinTech and Payments businesses indicate valuation ranges of EV/Sales multiples of 5.42x-7.19x, and EV/EBITDA multiples of 18.66x-20.51x.
