Primero, an artificial intelligence transformation company focused on Latin America's largest enterprises, has publicly launched alongside a seed funding round of $12 million, approximately R$62 million. The round was co-led by Kaszek and General Catalyst, with participation from Definition, Conviction, 8VC, and angel investors tied to FEMSA, Bimbo, Aeromexico, and Kimberly-Clark de Mexico. The company is already working with organizations such as Kimberly-Clark de Mexico, Smart Fit, Verde Valle, Terpel, and Mexico City's Secretaria de Desarrollo Economico.
A Fragmented Enterprise Landscape
Many large Latin American organizations still operate on technology from the 1990s, leaving critical business data trapped in disconnected systems. Information is scattered across legacy ERPs, CRMs, finance platforms, warehouse management tools, and document repositories that were never designed to integrate. Without a unified understanding of how a business operates, artificial intelligence cannot reliably reason about daily operations or execute meaningful work.
The Cost of Fragmentation
The scale of this challenge is significant. Globally, organizations manage an average of 957 different applications, but only 27 percent are connected to one another, according to the MuleSoft 2026 Connectivity Benchmark Report, and artificial intelligence has the potential to inject R$986.7 billion into the Brazilian economy by 2030 based on research produced by Reglab. In one consumer goods client, Primia identified more than $10 million in incorrect retail deductions that had been lost in manual processes.
How the Primia Platform Works
Primero's primary product, Primia, connects directly to a company's existing systems and transforms fragmented data into a shared enterprise ontology. This foundation gives AI agents a complete understanding of how the business operates and allows them to automate complex workflows with enterprise-grade authentication, governance, and traceability. Organizations retain control over their data and can work across the models that best fit their needs.
Implementation and Early Results
Primia is implemented module by module, with forward-deployed engineers working alongside customer teams in their local language and cultural context. In a construction sector client, the platform automated 85 percent of a process that previously required item-by-item human review, leaving only 15 percent for people to handle. Each new module captures business context and best practices, creating an intelligence layer that every subsequent AI agent inherits.
Leadership and Talent
Primero was founded by Jose Murillo, Andres Rosales, and Santiago Buenahora, who previously worked at Meta, 8VC, and Robinhood before returning to Mexico City. Much of the team also came back to Latin America after studying and working at institutions such as Stanford, Wharton, Harvard Business School, Google, Meta, and Uber. Around half of Primero's engineers competed in international mathematics or informatics olympiads.
Investor Confidence
Jose Murillo, co-founder and co-CEO, said Latin America cannot afford to be left behind again and needs its own technology champions built locally for local institutions. Alex Tran, Managing Director at General Catalyst, stated that the founders combine deep technical ambition with a rare understanding of how to build enduring companies in the region. Nicolas Berman, Partner at Kaszek, added that Primero has everything Kaszek looks for in a generational company, including exceptional founders, world-class engineering talent, and a product built for regional enterprise adoption.
Primero's public launch reflects a broader effort to help Latin American enterprises modernize with artificial intelligence without replacing the systems they already use. By building a shared intelligence layer that compounds with each module, the company aims to unlock new revenue opportunities and improve competitiveness across sectors such as manufacturing, retail, logistics, construction, and healthcare. The $12 million seed round provides capital to expand operations and continue positioning Primero as a foundational AI infrastructure provider for the region.