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.

How We Do It

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Primary Expert Network

Our network of 200 of NYC’s most talented functional experts stands ready to engage with our founders to address critical tactical challenges and eliminate wheel reinvention.

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Talent Program

Our seasoned talent team embeds itself in our portfolio companies to drive critical hires and build long-term recruiting infrastructure and culture.

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Market Development

We connect our founders with larger enterprises to inform go-to-market strategy, access early customers and establish partnership opportunities. Coming 2017.

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.

Shoptalk is the first large-scale NextGen Commerce event. Visit Shoptalk.

Shoptalk is the first large-scale NextGen Commerce event. Visit Shoptalk.

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. 

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 (Acquired by Walmart)

"Brad has been a trusted advisor for years. Primary is a great asset to any startup."

Andrew Dreskin
Ticketfly (Acquired by Pandora)

"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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