A Philadelphia private equity firm is backing a new payment processing and business software company based downtown.

The founders and backers of Celero Commerce, which has its offices on the 20th floor of the One Nashville Place tower, are pitching their company as an integrated commerce solutions provider that pairs processing with other software and data intelligence services. LLR Partners has formed the venture and named payment industry veteran Kevin Jones to be its CEO. Jones is the incoming president of the Electronic Transactions Association and founder and former CEO of Anovia Payments, which he grew to 10,000 customers over four years. Other senior executives are COO Jeff Brown and Senior Vice President of Strategic Partnership Jim Harris.