Primero Secures $12 Million to Bring AI Solutions to Latin America's Largest Companies

Primero Secures Major Seed Funding Round

Mexican AI startup Primero launched publicly with a $12 million seed funding round co-led by Kaszek and General Catalyst, marking one of the larger seed financings recently announced in Latin America1

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. The round also attracted angel investors including shareholders and executives linked to prominent blue-chips such as FEMSA, Bimbo, Aeromexico, and Kimberly-Clark de Mexico1

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. This strategic backing positions Primero to address a critical challenge facing enterprise modernization across the region.

Tackling Legacy Systems Through AI Solutions for Latin America

Primero targets a persistent problem plaguing Latin America's largest companies: fragmented legacy systems where critical business rules and institutional knowledge remain locked in employees' heads rather than digitized2

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. The company's core product, Primia, connects disparate systems, captures company-specific processes, and deploys AI agents capable of executing complex tasks2

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. This approach enables digital transformation by bridging the gap between outdated infrastructure and modern AI-driven efficiency requirements that global competitors already leverage.

Measurable ROI Drives AI Adoption

Chief Executive Jose Murillo, a former Meta and Goldman Sachs employee, told Reuters that AI is gaining traction in Latin America because companies can measure clearer returns on investment compared to earlier enterprise software waves2

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. "Before, selling software was more of a leap of faith. With AI, you can sell outcomes," Murillo explained2

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. This shift represents a fundamental change in how Latin American enterprises evaluate technology investments, moving from abstract promises to concrete, measurable business results that justify the expense of modernizing operations.

Early Customer Traction Across Multiple Sectors

Primero has already secured customers including gym operator SmartFit, fuel retailer Terpel, food company Verde Valle, and Mexico City's economic development agency2

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. This diverse client base demonstrates the broad applicability of Primero's platform to automate labor-intensive processes across industries. Watch for expansion announcements as the Mexican AI startup deploys its fresh capital to hire talent and scale deployments with large enterprise customers throughout the region2

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. Murillo stated that Primero aims to help Latin American companies become more globally competitive rather than fall further behind their international peers2

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, signaling ambitions beyond simply modernizing existing operations to fundamentally reshaping competitive dynamics in the region.