AI Integration Firm Primero Raises $12M Seed Funding

Primero, a startup focused on bridging the gap between artificial intelligence and large-scale enterprise operations in Latin America, has successfully closed a $12 million seed funding round. The investment, co-led by prominent venture capital firms Kaszek and General Catalyst, aims to accelerate the company's mission to unlock AI's transformative potential for regional corporations by addressing critical infrastructure and data integration challenges.

The funding influx also saw participation from Definition, Conviction, and 8VC, alongside strategic angel investors with deep ties to major Latin American conglomerates such as FEMSA, Bimbo, Aeroméxico, and Kimberly-Clark de México. This broad support underscores the market's recognition of the significant hurdles enterprises face in adopting advanced AI solutions, particularly concerning the complex web of existing systems.

Founded by a team with prior experience at Meta, 8VC, and Robinhood, Primero tackles a fundamental obstacle: the fragmentation of enterprise data. Many large organizations struggle with siloed information residing in disparate ERP, CRM, and financial platforms that were not designed for interoperability. A recent MuleSoft report highlighted that companies manage an average of 957 applications, with only 27% interconnected, a statistic echoed by a ManageEngine study in Mexico where 87% of firms cite technological fragmentation as a barrier to AI scalability.

Primero's core offering, the Primia platform, acts as an intelligent layer atop existing infrastructure. It connects disparate systems, ingests business logic and rules, and enables AI agents to operate with enhanced contextual understanding. This approach moves beyond simple data integration, allowing for the automation of complex processes that previously demanded significant human oversight. For instance, the company cites a construction sector client where Primia automated 85% of a manual review process, and a consumer goods firm that recovered over $10 million in previously lost revenue by identifying incorrect deductions hidden within fragmented data.

The strategic importance of this funding is amplified by the broader economic context. McKinsey and the World Economic Forum project that AI could boost Latin America's annual productivity growth by 1.9% to 2.3%, potentially generating between $1.1 trillion and $1.7 trillion in additional economic value. Primero's focus on enabling this transition from AI experimentation to tangible business impact is therefore crucial for the region's competitive advancement. The company is already working with diverse sectors including financial services, manufacturing, retail, logistics, construction, and healthcare.

With plans to expand its operational footprint to Mexico City, Madrid, and Bogotá, Primero is positioning itself as a key enabler of enterprise AI adoption across Latin America and beyond. The investment from international funds like General Catalyst signals a growing confidence in the region's capacity to develop foundational technologies for AI integration. Alex Tran of General Catalyst noted, "Primero is building the fundamental infrastructure that will make that transformation possible," highlighting the team's ambition and understanding of the Latin American market.