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. The Primary Expert 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.

Ollie delivers freshly made dog food from real, human-grade ingredients your dog loves to eat, delivered to your door. Visit Ollie.

Ollie delivers freshly made dog food from real, human-grade ingredients your dog loves to eat, delivered to your door. Visit Ollie.

Find the best local pizza. Authentic. Easy. Delicious. Visit Slice.

Find the best local pizza. Authentic. Easy. Delicious. Visit Slice.

Penrose Hill is empowering consumers to experience wine in a whole new way. Visit Penrose Hill.

Penrose Hill is empowering consumers to experience wine in a whole new way. Visit Penrose Hill.

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

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

A platform that helps RIAs  evolve their business to suit the changing landscape of retirement investing. Visit Vestwell.

A platform that helps RIAs  evolve their business to suit the changing landscape of retirement investing. Visit Vestwell.

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

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

A platform to help healthcare organizations address social determinants of health. Visit Healthify. 

A platform to help healthcare organizations address social determinants of health. Visit Healthify. 

Primary Team

Ben Sun

General Partner
About Ben

Amanda SCHUTZBANK

VP, Platform & Network
About Amanda

russ howard

CFO
About Russ

 

BRAD SVRLUGA

General Partner
About Brad

CAT HERNANDEZ

Talent Partner
About Cat

BELA MUSITS

Venture Advisor
About Bela

 

DAVE SHEEN

Principal
About Dave

brian williams

VP, Tech Community
About Brian

tracy baker

Office Manager
About Tracy

 

Byron Ling

Principal
About Byron

NAOMI NEWMAN

Head of Marketing
About Naomi

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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