Primero Launches to Bridge Latin America’s AI Infrastructure Gap
While Latin America’s largest enterprises drive the regional economy, many remain tethered to fragmented 1990s-era software that prevents effective artificial intelligence integration. Mexico City-based startup Primero is emerging from stealth today to modernize these legacy operations, backed by $12 million in seed funding and a roster of major corporate clients.
The company, founded by José Murillo, Andrés Rosales, and Santiago Buenahora, aims to solve the technical silos that leave corporate data scattered across disconnected ERP, CRM, and finance platforms. Their flagship product, Primia, functions as an intelligence layer that synthesizes these disparate systems into a unified business ontology. By deploying forward-deployed engineers directly into client organizations—including Kimberly-Clark de México, Terpel, and SmartFit—Primero embeds AI agents capable of executing complex tasks with enterprise-grade governance.
The $12 million seed round was co-led by Kaszek and General Catalyst, with participation from 8VC and various regional executives. The founders, who returned to Mexico City after careers at firms like Meta and Robinhood, have recruited a technical team heavily represented by alumni of global programming competitions. According to Murillo, the goal is to create a homegrown technological infrastructure tailored to the specific operational realities of the region, rather than relying on imported solutions that struggle to interface with local legacy architectures.
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