Primero raises US$12 million Seed round co-lead by Kaszek and General Catalyst

Primero, an AI transformation startup, has raised a US$12 million Seed round co-led by Kaszek and General Catalyst to expand its enterprise AI deployments across Latin America.

The company, founded by José Murillo and Andrés Rosales alongside Santiago Buenahora, is focused on helping enterprises integrate artificial intelligence into their core operations. Its investors also include Definition, Conviction, 8VC, and angel investors linked to FEMSA, Bimbo, Aeroméxico, among others.

Thank you @8vc for your support! https://t.co/ed3wP8RUGz

— Primero AI (@Primero_ai) August 25, 2026

Primero secures capital to scale enterprise AI deployments

The new funding will support Primero's hiring plans and the expansion of larger deployments with enterprise clients throughout the region.

At the center of its offering is Primia, a platform designed to connect fragmented enterprise systems while codifying company-specific business processes. This enables AI agents to access the context required to perform complex and auditable workflows across different operational environments.

Primero already works with customers including SmartFit, Terpel, Verde Valle, and Mexico City's economic development agency. Its customer base spans fitness, fuel retail, food, public-sector development, manufacturing, logistics, financial services, construction, and health.

Primia addresses fragmented data and business processes

The investment comes as enterprises across Latin America continue to face a persistent challenge: critical data, business rules, and operational processes are often distributed across legacy ERP, CRM, finance, and storage tools.

Primero's approach goes beyond adding a chatbot or standalone productivity tool. The company is building an operational intelligence layer intended to provide AI agents with the company-specific context needed to act across these fragmented systems.

This focus places Primero within the broader shift from AI experimentation toward organization-wide deployment, where the ability to integrate models into existing operations, redesign workflows, and generate measurable results has become increasingly important.

AI adoption moves from experimentation to enterprise-wide deployment

According to McKinsey's 2026 survey, 54% of companies with more than US$1 billion in annual revenue are scaling AI across the enterprise, while 40% are scaling AI agents in at least one function.

However, only 37% report any positive EBIT impact. These figures highlight the ongoing challenge of turning AI adoption into measurable business results and underscore the importance of deployment, workflow redesign, and return on investment for both technology providers and their enterprise customers.

In this context, Primero is focused on embedding AI into complex business processes rather than limiting its use to isolated applications.

“Before, selling software was more of a leap of faith. With AI, you can sell outcomes.”
— José Murillo, co-CEO of Primero

Primero highlights the growing enterprise AI opportunity in Latin America

The financing also reflects the emergence of enterprise AI adoption in Latin America as a distinct market rather than simply an extension of U.S. software distribution.

General Catalyst's participation brings Primero a U.S. institutional investor with experience in scaling technology companies. At the same time, the backgrounds of the company's founders across Meta, Goldman Sachs, McKinsey, 8VC, Robinhood, and Microsoft connect Primero to U.S. technology and capital networks.

For Mexico and the broader Latin American market, the round directs capital toward one of the more complex layers of AI adoption: integrating AI models into core business operations.

This is particularly relevant across sectors where legacy systems and manual processes remain common. Primero's customer base and expansion plans position the company around the challenge of connecting fragmented enterprise infrastructure with AI agents capable of operating within company-specific processes and workflows.