Primer has outlined its plans for 2025, focusing on expanding its presence in the European Union (EU), the United States (US), and the Asia-Pacific (APAC) regions.
Reflecting on its progress over the past year, Primer, a company providing unified payment infrastructure, has set ambitious targets for further growth. Significant achievements in 2024 have enabled Primer to strengthen its position in the payment industry, particularly in product development, global reach, and strategic hires.
Gabriel Le Roux, Chief Executive Officer and Co-Founder of Primer, stated, "In the last five years, we've carved out a new space for payments, disrupting a market that has seen little innovation for nearly 15 years. As the world's first unified payment infrastructure, we're leading the charge in payment innovation while the walled gardens crumble, pushing large Payment Service Providers (PSPs) to rethink their business models."
"At the same time, forward-thinking merchants are reimagining their payment stacks, transforming them into seamless, scalable growth enablers. The excitement from global businesses and the strength of our partnerships prove one thing: the future of payments is unified – and we're just getting started."
In 2024, Primer enhanced its strategic leadership with the appointment of key industry professionals from notable companies. These include Michael Liu and Samantha Tan for the Chinese market and Alex Mallet as Chief Technology Officer, among others. These appointments have been crucial in supporting its expansion across over 30 markets.
Given the growing demand for unified payments, particularly in APAC, Primer is keen on tapping into this trend, highlighting new partnerships with organisations like HappyEasyGo and Pelago by Singapore Airlines. These collaborations aim to smooth cross-border transactions, an area experiencing significant growth.
The company's initiatives have been backed by major investors, such as ICONIQ, Tencent, and Accel, reflecting confidence in its capability to resolve the increasingly complex payment landscape. A recent survey indicated that 75% of payment leaders anticipate payments playing a critical role in their organisations over the coming years.
In terms of technology and integration, Primer has broadened its portfolio by adding 17 new integrations in 2024, including major entities like J.P. Morgan Chase and Airwallex. Primer also became the first provider to integrate with nolPay, Dubai's city-wide payment system, demonstrating its expanding footprint.
The company has invested heavily in its platform, developing advanced tools and frameworks to offer users greater control over the payment process, enhancing interoperability and collaboration across various business functions.
This focus on interoperability included efforts to address redundancies in the payment lifecycle, such as enabling diverse teams to incorporate their preferred applications into their payment systems. Furthermore, through features like Fallbacks and the Monitors App, Primer has helped merchants recover lost revenues and preemptively manage potential transaction issues.
As it looks towards 2025, Primer plans to introduce new functionalities to simplify payment lifecycle complexities for global businesses. This aligns with the strategic goal of penetrating new markets across various sectors, including retail, travel, entertainment, and fintech.
