web2wave, the platform that helps mobile apps create web-based quiz funnels to convert visitors into paying subscribers before they download, has integrated with payment orchestration platform Primer to address one of the mobile app industry’s most persistent pain points: payment failures.
The integration connects web2wave’s quiz-to-subscription funnels with Primer’s network of over 100 payment processors, creating an automated fallback system that routes payments through backup processors when primary ones fail. If Stripe goes down, Braintree automatically takes over. If that fails, Adyen steps in.
The timing isn’t coincidental. As more mobile apps shift critical flows like onboarding and payments to web-based funnels, payment reliability has become a make-or-break factor for revenue. When a payment processor fails during the crucial moment between quiz completion and subscription signup, conversion rates tank and potential revenue walks away.
“We’ve seen clients with hundreds of thousands of dollars in revenue held back by their PSPs,” explains Igor Lyubimov, founder of web2wave. “This is a serious hit to cash flow, and in some cases, it wipes out their profit margins entirely.”
The challenges go beyond simple downtime. Different payment processors perform differently across regions, some refuse to work with certain business niches despite their legitimacy, and chargeback rates can trigger account suspensions that freeze funds and kill recurring revenue streams.
How the integration works
Apps build their quiz funnels through web2wave’s platform, and when users complete the quiz and choose to subscribe, payments automatically route through Primer’s orchestration layer. The system handles complex scenarios like subscription introductory offers, free trials, and international payment preferences without requiring additional development work.
For mobile app developers, this means enterprise-grade payment infrastructure without enterprise-level complexity. The integration provides access to regional payment methods, automatic retry logic for failed transactions, and the ability to maintain payment tokens even if primary processors block accounts.
Strategic implications
The partnership capitalizes on the growing trend of web-to-app conversion strategies. For web2wave, it removes a significant barrier to serving clients in restricted industries or challenging geographic markets. For Primer, it provides access to a growing segment of mobile app companies that need sophisticated payment routing without the overhead of direct enterprise sales cycles.
The partnership also demonstrates how payment orchestration is evolving from a nice-to-have for large enterprises to essential infrastructure for fast-growing startups that can’t afford payment-related revenue losses.
As mobile app companies continue to experiment with web-first monetization strategies, partnerships like this one suggest that payment reliability — not just payment processing — will become a key competitive differentiator in the space.
