Primer
Primer's Overview
Primer is a technology company that provides a no-code automation platform for payments and commerce. It enables merchants and businesses to consolidate their entire payments stack, easily add and switch between payment methods, services (like fraud detection, loyalty, and BNPL), and processors through a unified API and dashboard. Primer aims to simplify the complexities of global payments, allowing businesses to build better customer experiences, optimize payment flows, and scale faster without extensive engineering work.
Where is Primer's Headquarters?
HQ Function
Serves as the global operations hub, driving core product development, engineering, marketing, and strategic leadership for Primer's worldwide activities.
Notable Features:
Located within the historic and vibrant Stables Market in Camden, the office is part of a dynamic area known for creativity and innovation. The space is designed to be modern and collaborative.
Work Culture:
Primer fosters a fast-paced, innovative, and product-centric work culture. It emphasizes autonomy, remote-first principles with hub collaboration, and empowers teams to solve complex payment challenges for global merchants.
HQ Significance:
The London headquarters is pivotal for Primer, connecting its European roots with its global ambitions and providing a central point for its distributed team and international operations.
Values Reflected in HQ: The choice of location and office style reflects Primer's values of innovation (tech hub), adaptability (repurposed historic site), and connection (central hub for a global, remote-first team).
Location:
Primer supports businesses globally with its unified payments and commerce automation platform. While headquartered in London and maintaining key regional hubs, Primer operates on a remote-first basis, allowing it to tap into talent worldwide. Its infrastructure is designed to help merchants connect to a global network of payment services, processors, and tools, enabling them to operate and scale internationally with ease.
Street Address:
The Stables Market, Chalk Farm Rd
City:
London
State/Province:
England
Country:
United Kingdom
Primer's Global Presence
New York, USA
Address: Regional Hub (Specific address not publicly listed)
To drive growth and provide localized support in the North American market, tapping into a major financial and commercial center.
Singapore, Singapore
Address: Regional Hub (Specific address not publicly listed)
To expand Primer's presence in the rapidly growing APAC digital economy and cater to the specific payment needs of businesses in this diverse region.
Paris, France
Address: Regional Hub (Specific address not publicly listed)
To strengthen Primer's foothold in key European markets and provide tailored solutions for businesses operating within the EU.
Buying Intent Signals for Primer
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Executive Team of Primer
As of April 2025, Primer' leadership includes:
Investors of Primer
Primer has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
No major C-level executive (CEO, CPO, CFO, COO, CTO) changes, new hires, or exits have been publicly announced by Primer in the last 12 months. The company has been focused on scaling its operations and teams globally, including senior leadership roles in various regions and departments, rather than C-suite reshuffles.
Technology (Tech Stack) used by Primer
Discover the tools Primer uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Primer Email Formats and Examples
Primer commonly uses the `firstname.lastname@primer.io` email format for its employees. Other formats might exist but this is a frequently observed pattern.
[first].[last]@primer.io
Format
jane.doe@primer.io
Example
75%
Success rate
News and media
Primer Blog • May 23, 2023
Primer and New Look partner to transform retailer’s global payment operations
Primer announced a partnership with leading fashion retailer New Look. New Look will leverage Primer's no-code payments infrastructure to unify and scale its global payment operations, enhance customer checkout experiences, and streamline payment flows across its online channels....more
Primer Blog • May 3, 2023
Primer Enables Universal Checkout with Apple Pay and Google Pay
Primer launched Universal Checkout enhancements, allowing merchants to easily integrate Apple Pay and Google Pay. This update simplifies offering popular digital wallet payment options, aiming to improve conversion rates and customer experience....more
TechCrunch • October 20, 2021
Primer raises $50M at a $425M valuation from ICONIQ, Accel, Balderton and others for its no-code payments infrastructure
Primer secured $50 million in a Series B funding round led by Iconiq Growth, with participation from existing investors including Accel, Balderton Capital, and Seedcamp. This funding was aimed at accelerating product development and global expansion....more
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