Primero

About Primero

Primero (formerly Primero AI) is an artificial intelligence transformation company focused on large Latin American enterprises. The company was founded by José Murillo, Andrés Rosales, and Santiago Buenahora, who previously worked at companies such as Meta, 8VC, Goldman Sachs, and Robinhood before establishing the firm in Mexico City. The founders, who studied at institutions like Harvard and UPenn, lead a team with experience from major tech companies including Google and Uber. In August 2026, Primero publicly launched with a $12 million seed funding round co-led by Kaszek and General Catalyst, with participation from 8VC, Definition, Conviction, and angel investors. The capital is intended to support talent growth, operational expansion across Latin America, and further development of its core software. The company maintains offices in Mexico City, Bogotá, and Madrid. Primero's core offering is Primia, a software platform designed as an AI-driven system of intelligence that unifies an organization's fragmented operational data. The platform addresses the challenge of data being scattered across disconnected legacy systems like ERPs, CRMs, and warehouse management tools, which is a common issue for large corporations in Latin America. Primia connects to these existing systems without requiring their replacement, creating a shared enterprise ontology—a unified map that defines business objects and their relationships. On top of this unified data layer, Primero deploys autonomous AI agents that can execute complex, cross-system business tasks with enterprise-grade governance and traceability. The platform is model-agnostic and is implemented on a module-by-module basis by forward-deployed engineers who work directly with clients in their local language. The company targets large corporations in sectors such as consumer packaged goods, insurance, financial services, manufacturing, retail, and healthcare, and is already working with major regional enterprises including Kimberly-Clark de Mexico, Smart Fit, and Terpel.