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Hoolah partners with Primer to expand BNPL access across Asia

The companies say the move will enable more merchants in Singapore, Malaysia and Hong Kong to integrate buy-now-pay-later services for shoppers.

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Gabriel Le Roux and Paul Anthony/ Primer

Buy-now-pay-later (BNPL) continues to sweep the globe, as Asian omnichannel BNPL platform hoolah partners with global payments software provider Primer to expand its BNPL services to merchants in Singapore, Malaysia, and Hong Kong.

As the first ‘no-code’ automation platform for payments and commerce, Primer gives merchants the freedom to incorporate any API or tool from across the web to facilitate their end-to-end payment flows.

The company says it gives merchants the ability to connect and control their entire payment and commerce stack, and build their ideal payment flows from scratch using any desired plug-in solution. It claims its payments solution will enable more clients to access hoolah’s BNPL services via its integrated checkout and payment system.

Zenyum, an Asian healthcare brand offering 3D-printed invisible braces, has been using hoolah through Primer since 2021. The company reports that the partnership has already led to "a noticeable steady increase in customers and conversion rate compared to shoppers who use traditional payment methods". 

“Through their Primer integration, Zenyum was able to simplify their payment flows and offer multiple payment methods in just a few clicks,” says Kailash Madan, Head of Sales (APAC) at Primer.

Launched in 2020, Primer operates a full-remote business and serves clients across APAC, Europe and the US. With backing by Iconiq, Accel, Balderton, Seedcamp, Speedinvest and RTP Global, the company has raised over $74m to date.

Available for download on both Apple Store and Google Play, hoolah is active in Singapore, Malaysia, and Hong Kong with over 2,000 merchant partners.

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