🏆 Deal of the Week · CW 21/2026
Primer raised $100 million in a Series C round; valuation remains undisclosed. The round was led by Sofina. The financing will be used to scale Primer's AI-powered payment orchestration platform.
Primer — key deal facts
| Company | Primer |
| Founded | 2020 |
| Headquarters | London, United Kingdom |
| Amount raised | Primer raises $100m Series C to scale AI payments platform |
| Valuation | Valuation Remains Undisclosed |
| Round | Series C |
| Investors | The round was led by Sofina, with participation from Peak XV Partners. Existing investors also joined the financing, including Balderton, Accel, ICONIQ, Tencent, and Speedinvest. |
| Sectors | Enterprise Software, Fintech Payments |
Who invested in Primer?
Sofina led the round, with Peak XV Partners joining as a new investor. Existing backers Balderton, Accel, ICONIQ, Tencent, and Speedinvest also participated. The investor mix spans European, American, and Asian growth-stage specialists, reflecting cross-regional conviction in payment infrastructure.
What does Primer do?
Primer is a unified payment infrastructure platform founded in 2020 by Gabriel LeRoux and Paul Anthony, both former PayPal and Braintree executives. The company is headquartered in London, United Kingdom, with additional offices in Singapore and Sydney. Its platform connects merchants to payment service providers, fraud tools, and billing engines through a single API and no-code workflow layer. Core products include a universal checkout interface, a payment observability tool, and an AI agent called Primer Companion that autonomously optimizes payment configurations.
Primer valuation & multiples
Primer operates at the intersection of financial technology, payments, and enterprise software, providing a payment orchestration layer that enables merchants to manage and optimize payment operations through a unified infrastructure. At Series C stage, European FinTech and Payments benchmarks for Q1 2026 indicate EV/Sales multiples of 5.42x–7.19x and EV/EBITDA multiples of 18.66x–20.51x. For a fuller view of sector-level valuation ranges, visit the Fintech Payments and Enterprise Software multiples pages on DealMatrix.
Explore the benchmarks: Series C.
Frequently asked questions
How much did Primer raise in its Series C?
Primer raised $100 million in its Series C round; the closing month has not been disclosed in verified deal data.
What is Primer's valuation?
Primer's valuation has not been disclosed in connection with this Series C round.
Who invested in Primer?
The round was led by Sofina, with participation from Peak XV Partners and existing investors Balderton, Accel, ICONIQ, Tencent, and Speedinvest.
When was Primer founded and where is it based?
Primer was founded in 2020 and is headquartered in London, United Kingdom.
Source: original announcement — read the full report.