We invest in what's next.

We find it in New York.

HIGHLIGHTS FROM THE PORTFOLIO

ChiefChiefChiefChief

Carolyn Childers and Lindsay Kaplan

The leading private network for the world's most powerful women

First invested: 2017
MirrorMirrorMirrorMirror

Brynn Putnam

The nearly invisible home gym—and new category of screen; Lululemon acquired

First invested: 2016
K HealthK HealthK HealthK Health

Allon Bloch, Ran Shaul, Adam Singolda, Israel Roth

24/7, personalized, virtual healthcare—anytime, anywhere

First invested: 2016
LatchLatchLatchLatch

Luke Schoenfelder, Brian Jones, Thomas Meyerhoffer

Redefining just how smart a lock can be NASDAQ: LTCH

First invested: 2015
AlloyAlloyAlloyAlloy

Tommy Nicholas, Laura Spiekerman, and Charles Hearn

Fairer finance, a million identity decisions at a time

First invested: 2015
SliceSliceSliceSlice

Ilir Sela

Tech for independent pizzerias—and online ordering for consumers

First invested: 2015
ElectricElectricElectricElectric

Ryan Denehy

The help desk every mid-sized business deserves

First invested: 2016
VestwellVestwellVestwellVestwell

Aaron Schumm

Powering modern-day workplace savings and investing programs

First invested: 2016
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A different kind of support

We take your success personally, and know how to get you there.

Series A Readiness

Our portfolio companies are twice as likely to find success with their next round.

Early Hiring

We’re the single biggest source of talent for our companies, placing a hire per week.

Go-To Market

We make intros to hundreds of top executives—and help you make them customers.

Strategic Finance

On-call CFO support to drive metrics-driven management and aid modeling and planning.

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Our team is your team

People drive everything we do. And our team plays to win.

Meet The Team

first Edition: The Magazine for New York Startups

Through a Failed Series A and on to a Successful Round, Primary Backs BravelyThrough a Failed Series A and on to a Successful Round, Primary Backs Bravely
COVID Clarified the Importance of New Models for Employee Support; Bravely Caught the Idea Early

We at Primary have been steadfast supporters. Now, after a $15 million Series A, Bravely Cofounder and CEO Toby Hervey reflects on what makes this partnership so strong.

BY Katheryn Thayer
How Lunchbox Handles Hiring, Fundraising, and All Around Tough Times Alongside PrimaryHow Lunchbox Handles Hiring, Fundraising, and All Around Tough Times Alongside Primary
How Lunchbox Handles Hiring, Fundraising, and Tough Times Alongside Primary

“These people have seen the evolutions, they know how to help me through tough things, which is much more valuable than capital,” says founder Nabeel Alamgir.

BY Katheryn Thayer
If You Don’t Have Distribution, You Don’t Have Product-Market Fit, and Other Advice from Justworks’ Isaac OatesIf You Don’t Have Distribution, You Don’t Have Product-Market Fit, and Other Advice from Justworks’ Isaac Oates
If You Don’t Have Distribution, You Don’t Have Product-Market Fit, and Other Advice from Justworks’ Isaac Oates

His business handles day-to-day headaches like payroll, access to benefits, HR, and compliance for small teams, but it was no overnight success. Here’s how he grew Justworks to over $100 million in annual revenue.

BY Brad Svrluga
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