Primer

Primer is a payment automation and orchestration platform founded in 2020 and headquartered in London. It combines a visual Workflows builder with Universal Checkout, a single payment page for merchants.

Orchestration

Key products are Visual Workflows, Fallbacks, Observability, fraud and BI connectors, and tokenization. Merchants define routing rules in a visual editor rather than in code, and fallbacks redirect a payment when a primary route fails. The company describes an open integration stack.

Universal Checkout

Universal Checkout is a dynamic payment page and drop-in SDK, with a headless option, that shows the payment methods relevant under orchestration rules. It includes instant vaulting and no-code styling. According to the company, new buttons such as Klarna, Pix, iDEAL or crypto can be added in one click without a code release.

Markets and pricing

Target verticals are e-commerce, retail, travel, mobility and digital services. Coverage is described as global, including the UK, EU, US, APAC and LATAM. The commercial model is enterprise SaaS plus a fee based on transaction volume. Merchants with several acquirers and payment methods are the natural fit.