Primero AI
Category: AI Agents
Primero AI is the AI transformation company for Latin America's largest enterprises, modernizing legacy operational systems with AI agents via its Primia platform. Primero AI was founded in 2025. The company is led by José Murillo (Co-CEO). Based in Mexico City, Mexico. Team size: 11-50. Total funding raised: $12M. Latest round: Seed. Key investors include Kaszek, General Catalyst, Definition, Conviction, 8VC, angel investors from FEMSA, Bimbo, Aeroméxico, Kimberly-Clark de México.
- Founded
- 2025
- Headquarters
- Mexico City, Mexico
- Team size
- 11-50
- Total funding
- $12M
Value proposition
Primero connects fragmented legacy enterprise systems (ERPs, CRMs, spreadsheets) into a unified enterprise ontology, enabling AI agents to understand, reason, and execute complex operational workflows with enterprise-grade governance, traceability, and human approval.
Products and solutions
Primia platform: Ontology (shared semantic layer), AI Agents (end-to-end process execution), Business Intelligence (natural-language dashboards), Internal Apps (apps/forms/tables). Integrates SAP, Excel, Salesforce, Oracle, Snowflake, internal APIs.
Unique value
Sovereign AI for the modern enterprise — deployed on open standards with model flexibility, data residency control, and full auditability. Built from Latin America for Latin America with local regulatory (LFPDPPP) and language context, bridging legacy 1990s systems to modern AI.
Target customer
Large Latin American enterprises (blue-chip corporates) across CPG, insurance, health & fitness, financial services, manufacturing, and retail.
Industries served
Consumer Packaged Goods, Insurance, Health & Fitness, Financial Services, Manufacturing, Retail
Technology advantage
Model-, cloud-, and infrastructure-agnostic architecture; forward-deployed engineering combining regional expertise with world-class technical caliber; auditable/traceable AI workflows with human-approved execution; shared enterprise ontology across fragmented systems.
How they differentiate
Local-first advantage: deep understanding of Latin American regulatory frameworks (LFPDPPP), language, and enterprise operating realities; productized offerings over custom consulting; model-agnostic and data-residency-controlled architecture vs. hyperscaler lock-in.
Main competitors
Microsoft (Azure AI enterprise services), Google Cloud AI, AWS enterprise AI, plus global AI transformation/consulting players in LATAM
Key partnerships
Backed by Kaszek and General Catalyst, angel investors include shareholders/executives from FEMSA, Bimbo, Aeroméxico, and Kimberly-Clark de México.
Notable customers
SmartFit, Terpel, Verde Valle, Secretaría de Desarrollo Económico de la Ciudad de México, Kimberly-Clark de México
Major milestones
Launched publicly and announced $12M seed round (Aug 2026), product Primia deployed across finance, HR, inventory, sales, procurement, and operations workflows.
Growth metrics
~20 employees (as of Aug 2026)
Market positioning
Early-stage (seed) AI transformation platform targeting the ~23% of large LATAM enterprises that have deployed AI in production (vs 41% in US), positioning to monetize the AI adoption gap in the region.
Geographic focus
Latin America (Mexico, Brazil, Colombia, Chile, Cono Sur), with potential expansion northward via General Catalyst's US SaaS playbook.
About José Murillo (Co-CEO)
Ex-Meta & Goldman Sachs; Economics & Computer Science at Harvard; CEO at Samsam (backed by General Catalyst and Neo)
Latest news about Primero AI
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Official website: https://primero.com/
