Primer appointed Urvashi Gupta to lead the APAC go-to-market strategy from Singapore as adoption grows across complex payments sectors.
Primer appointed Urvashi Gupta as Head of Asia-Pacific (APAC), based in Singapore, to lead the company’s APAC go-to-market strategy, commercial execution, and regional team expansion.
The company sees growing adoption in APAC from merchants in sectors including iGaming, crypto, digital health, and retail. To support this, it said it expanded its regional team across Southeast Asia and Australia, adding five hires since 2025.
Gabriel Le Roux, Co-founder and CEO of Primer, said: “APAC is one of the most complex and high-growth regions for global commerce, and Urvashi brings exactly the right combination of operating discipline, regional insight, and go-to-market expertise to lead our expansion. Her track record of growing regional teams and scaling revenue across diverse markets makes her a natural fit for Primer as we double down on the region.”
Gupta has more than 15 years of experience scaling B2B technology companies. Prior to Primer, she served as Regional Vice President, APAC at Onfido, where she was hired to set up the Singapore office and helped establish its regional presence and customer base.
Urvashi Gupta, Head of APAC, Primer, said: “I’m excited to work with the team to help merchants scale faster in the region, while building durable, high-performing teams on the ground.”
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