What We Do

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Seed Focused

We make seed investments in industry-transforming technology companies and reserve capital to follow our initial investments across multiple  financings.

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SaaS & Commerce

We invest only in those sectors we know best, Enterprise SaaS and NextGen Commerce, to build a portfolio of complementary and synergistic companies.

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NYC & Northeast

We focus on NYC and the Northeast, leveraging proximity to closely support our founders and connect portfolio companies to each other.

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Portfolio Support

Building a startup is hard work. Our Operating Partner Network will help you solve problems faster; and our Talent Program will help you build a killer team.

Our Investments

The online, automated, full service bookkeeper for small business. Visit Bench.   

The online, automated, full service bookkeeper for small business. Visit Bench. 
 

The leading ecommerce company in South Korea. Visit Coupang.  

The leading ecommerce company in South Korea. Visit Coupang.
 

The mobile security platform that enables the BYOD revolution (acquired by Google). Visit Divide.

The mobile security platform that enables the BYOD revolution (acquired by Google). Visit Divide.

Behavioral technology to convert visitors to customers. Visit Bounce Exchange.

Behavioral technology to convert visitors to customers. Visit Bounce Exchange.

The go-to-market engine for the wholesale world. Visit Handshake.   

The go-to-market engine for the wholesale world. Visit Handshake. 
 

Members-only shopping club with the best prices on more than 10 million products. Visit Jet.

Members-only shopping club with the best prices on more than 10 million products. Visit Jet.

On-demand storage solution that takes the "self" out of "self storage." Visit MakeSpace.

On-demand storage solution that takes the "self" out of "self storage." Visit MakeSpace.

Delicious and fresh food delivered straight to your door. Visit Maple.  

Delicious and fresh food delivered straight to your door. Visit Maple.
 

Latch is the first smart access system that works for your apartment, your office, and your home. Visit Latch.

Latch is the first smart access system that works for your apartment, your office, and your home. Visit Latch.

The definitive data and analytics platform for commercial real estate. Visit Reonomy.

The definitive data and analytics platform for commercial real estate. Visit Reonomy.

The leading social ticketing platform for live events. Visit Ticketfly.  

The leading social ticketing platform for live events. Visit Ticketfly.
 

The NextGen processing platform for emerging payments (acquired by Google). Visit TxVia.

The NextGen processing platform for emerging payments (acquired by Google). Visit TxVia.

Primary Team

Ben Sun

General Partner
About Ben

Amanda Bensol

VP Portfolio & Network
About Amanda

Tracy Baker

Office Manager
About Tracy

BRAD SVRLUGA

General Partner
About Brad

CAT HERNANDEZ

Talent Partner
About Cat

 

DAVE SHEEN

Senior Associate
About Dave

Russ Howard

CFO
About Russ

Byron Ling

Senior Associate
About Byron

Bela Musits

Venture Advisor
About Bela

Primary Expert Network

Startups are dangerous work. No venture firm can help navigate these challenging waters on its own. We understand our limitations as advisors and aim not to answer questions dogmatically, but to connect our founders to true experts who have solved the same problems many times before.

We believe we can help our portfolio win by relying on the strengths and expertise of the broader NYC tech community. The Primary Expert Network consists of nearly 300 of NYC’s top experts across dozens of functional areas who are eager to help you succeed.

Just a few OF THE 300+ Experts in our Network...

Aaron Schildkrout Uber Head of Data

Aaron Schildkrout
Uber
Head of Data

Adam Liebman SinglePlatform Former EVP, Sales

Adam Liebman
SinglePlatform
Former EVP, Sales

Andrea Kayal Signpost VP, Marketing

Andrea Kayal
Signpost
VP, Marketing

Andrey Akselrod Smartling CTO

Andrey Akselrod
Smartling
CTO

Benjamin Kelly Handy VP, Data Science

Benjamin Kelly
Handy
VP, Data Science

Beth Ferreira Fab.com Former COO

Beth Ferreira
Fab.com
Former COO

Cassie Lancellotti-Young Saillthru EVP, Customer Success

Cassie Lancellotti-Young
Saillthru
EVP, Customer Success

Carolyn Childers Handy SVP, Operations

Carolyn Childers
Handy
SVP, Operations

Derek Kuhl General Assembly VP, Enterprise Sales

Derek Kuhl
General Assembly
VP, Enterprise Sales

Glen de Vries  Medidata Solutions President

Glen de Vries 
Medidata Solutions
President

Huanlei Ni ZocDoc Product Management

Huanlei Ni
ZocDoc
Product Management

Jason Grunberg Sailthru Director, Marketing & PR

Jason Grunberg
Sailthru
Director, Marketing & PR

Jeffrey Szczepanski Stack Overflow COO

Jeffrey Szczepanski
Stack Overflow
COO

Jesse Hertzberg Livestream  CEO

Jesse Hertzberg
Livestream 
CEO

Kellen Malstrom Warby Parker Manager, Retention

Kellen Malstrom
Warby Parker
Manager, Retention

Kinjil Mathur Foursquare VP, Marketing & PR

Kinjil Mathur
Foursquare
VP, Marketing & PR

Michael Manne Namely  VP, Sales

Michael Manne
Namely 
VP, Sales

Nate Faust Jet.com COO

Nate Faust
Jet.com
COO

On Freund WeWork VP, Engineering

On Freund
WeWork
VP, Engineering

Peter Chen SinglePlatform Former GM

Peter Chen
SinglePlatform
Former GM

Robert LoCascio LivePerson Founder & CEO

Robert LoCascio
LivePerson
Founder & CEO

Ryan McIntyre JackThreads CMO

Ryan McIntyre
JackThreads
CMO

Steve Miller Warby Parker CFO

Steve Miller
Warby Parker
CFO

Terri Rockovich Casper VP, Acquisition

Terri Rockovich
Casper
VP, Acquisition

Don't just take our word for it...

We’re excited to have Primary as an investor. They bring value way beyond the check.
— Marc Lore, Jet.com
Brad has been a trusted advisor for years. Primary is a great asset to any startup.
— Andrew Dreskin, Ticketfly
Having raised over $75 million, there’s nobody I’d rather have on my side than Primary.
— Anil Aggarwal, TxVia (Acquired by Google)
Ben brought support and guidance that has truly impacted Coupang’s success.
— Bom Kim, Coupang
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Location

48 West 21st Street, 4th Floor
(between 5th & 6th Ave.)
New York, NY 10010

Connect With Us

info@primary.vc