Primero AI raises $12M Seed

Kaszek and General Catalyst co-led the round. Definition, Conviction and 8VC also took part, along with angels tied to FEMSA, Bimbo, Aeroméxico and Kimberly-Clark de México. The founders are José Murillo, Andrés Rosales and Santiago Buenahora, whose backgrounds include Meta, 8VC and Robinhood. Valuation was not disclosed. The company is based in Mexico City and also has offices in Bogotá and Madrid. Primero's product, Primia, links the ERP, CRM and finance systems that large companies already run. It encodes how each client does its work, so AI agents can carry out auditable tasks with governed access and traceable model calls. Named customers include Terpel, SmartFit, Verde Valle and Mexico City's economic development ministry, SEDECO. Funds are earmarked for hiring and for scaling deployments across the region. The model is forward-deployed: engineers work inside client systems, map workflows and push them to production. Primero is betting that enterprise AI in Latin America is blocked by integration and governance, not by model quality. For founders selling AI to large incumbents, the round shows investors will fund services-heavy deployment work if it comes with a reusable platform. It also shows that local ties to corporate shareholders can serve as both distribution and validation.