Primero Raises $12M for Latin American Enterprise AI
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Primero has launched publicly with a US$12 million seed round co-led by Kaszek and General Catalyst, one of the larger rounds of its kind in Latin America.
Definition, Conviction and 8VC also invested, along with angel investors connected to FEMSA, Bimbo and Aeroméxico. The company operates out of Mexico City and was founded by José Murillo and Andrés Rosales alongside Santiago Buenahora, whose collective backgrounds run through Meta, Goldman Sachs, McKinsey, 8VC, Robinhood and Microsoft.
The problem Primero is built around will be familiar to anyone who has worked inside a large regional company. Critical data, business rules and operating procedures sit scattered across legacy ERP, CRM, finance and storage systems that were never designed to talk to one another.
Its product, Primia, connects those systems and codifies the specific way a given company does things, so that AI agents have enough context to carry out complex and auditable work across different operating environments. That is a deliberately different bet from bolting a chatbot onto an existing stack. What Primero is selling is an operational intelligence layer rather than a standalone productivity tool.
The timing lines up with a broader shift from experimentation toward deployment. McKinsey’s 2026 survey found that 54% of companies with more than US$1 billion in annual revenue are scaling AI across the enterprise and 40% are scaling agents in at least one function, yet only 37% report any positive EBIT impact. The gap between adoption and measurable results is precisely where integration work lives.
Customers already include the gym operator SmartFit, fuel retailer Terpel, food company Verde Valle and Mexico City’s economic development agency, with the wider base covering fitness, fuel retail, food, public sector development, manufacturing, logistics, financial services, construction and health.
The round also says something about the market itself. Enterprise AI adoption in Latin America is being treated as its own market rather than a downstream extension of U.S. software distribution, with General Catalyst bringing institutional experience in scaling technology companies to a company solving a distinctly regional integration problem. The new capital funds hiring and larger enterprise deployments across the region.
Vendors selling into newly funded enterprise technology companies can reach the right people through B2B software sales leads assembled from recent rounds.