Approach

We back magic makers

Primary invests in founders building things the world hasn't seen yet — at the moment before the world believes.

Fund Facts

The industry says early-stage funds should stay small. We disagree.

• Founded: 2015
• Stage: Inception to Seed
• HQ: NYC
• Investing: Everywhere
• Current Fund: $625M
• AUM: $1.6B
• Deals: 2-3 per partner per year
• Strategy: Specialized, concentrated, scaled

How we work

60+ operators here to help you move faster and win

The Primary Impact team embeds with our portfolio companies to deliver meaningful work — closing talent, deals, investors, and more.

What you can expect

• Closed critical hires for Tabs
  "Tabs wouldn't be Tabs without Primary. From Seed through Series B, Primary helped us source, screen, and close talent across all functions”

• $500k of ARR for Teleskope
  “Primary’s GTM team partnered with us to source 325 prospect meetings, 17 paid trials, 8 new customers and $500K of ARR, all before our Series A.”

• $50M Series B Fundraise for Maybern
  Their lead investors said it was, “The cleanest data room we’ve ever seen from a startup”

• Wow brand for Inspiren
  “We now punch above our weight class with our brand thanks to Primary”

Investors who know your market

Each Primary investor brings deep expertise in specific domains. They've seen the patterns, built the networks, and know the buyers.

Zach Fredericks

• Title: Principal, Industrials
  The defining constraint of the next decade will be our ability to scale complex industrial systems. We are faced with a generational opportunity to re-architect the infrastructure that powers our economy and we need to do so with pragmatism, curiosity, and courage.

Jason Shuman

• Title: Partner, Vertical AI
  Founder-built Vertical AI and hardware networks will capture signals humans cannot see and convert them into autonomous systems with durable data moats. Legacy software is dead. I back systems focused on hardware autonomy, collaboration, and growth agents that rewrite how industries operate.

Emily Man

• Title: Partner, Fintech & Enterprise AI
  The future is already here—it's just not evenly distributed. Now is the time to reimagine the rigid financial and enterprise systems of the past. I'm partnering with the builders who are bridging that gap.

Tobias Citron

• Title: Partner, Cybersecurity
  The threat of cybersecurity in an AI world is existential, but we are plagued with a history of incremental solutions that won't suffice. Now is the time to build businesses that solve society's biggest digital risks and make us all safer.

Sam Toole

• Title: Partner, Healthcare
  We’re all patients in a broken healthcare system. AI creates a once-in-a-lifetime opportunity to redefine how care is delivered. The implications are massive — better health for millions, lower costs for families, and a happier society.

Cassie Young

• Title: Partner, GTM Tech
  The GTM bloat era is over. AI lets us eliminate managers who don't manage, sellers who don't sell, and CS that only reacts—finally transforming the revenue P&L.

Brad Svrluga

• Title: Managing Partner, Co-CIO
  Complex operational systems are plagued by costly, repeatable failures where six-figure mistakes are routine. Reliable, resourceful founders are using AI to embed intelligence directly into real workflows, eliminating these failures at the source and turning judgment and execution into durable advantages rather than heroic effort.

Ben Sun

• Title: Partner, Co-CIO
  The next great consumer platform shift is here. We back founders building AI-native products that become trusted partners, removing friction, anticipating needs, and improving with every interaction to be essential to how people live, work, and connect.

Brian Schechter

• Title: Partner, Infrastructure
  AI demand is growing exponentially and colliding with today's semiconductor capabilities. Outsider founders, not incumbents, taking first-principles big-swing approaches will build the compute infrastructure needed for superintelligence.

From our Co-founders

Dear Founder,
In 2015, we set out to redefine how a great seed investor could serve founders. Ten years in, we look a whole lot different: five sets of funds, $1.6B under management, top decile performance, and a growing, 60-person team working maniacally to help founders move faster and win. What’s never wavered is our core vision: to build the greatest seed-stage venture capital firm in the world by being the most impactful partners to the most talented and ambitious founders on the planet.

We view every startup as an act of magic. Great founders conjure something from nothing, fusing vision and passion to invent and reshape industries. In the age of AI, that magic is accelerating at an astonishing pace. While moving fast is easier than ever, standing apart has never been harder.

From our earliest days, we’ve partnered with founders at moments of maximum risk, bringing unparalleled resources to help them fully harness their potential. At the formative stage, before anything is built, we show up with a team engineered to support founders with their greatest challenges. And we stick around, working from backstage through the pivots and white-knuckle moments, helping founders break through and accelerate beyond.

Today, Primary brings the largest team, investing out of the largest fund, of any dedicated seed firm. This is not scale for scale’s sake, but scale that enables something different. That difference is a partnership of deeply expert, sector-specialized investors combined with unparalleled operating resources.

As we’ve grown, we haven’t changed the business we’re in. We’ve stayed at seed, while continuously improving how we show up. And we’re still building, because founders deserve more.

With our newest and largest funds, we are doubling down on our founding vision at the most exciting market moment of our lifetimes. If you’re a magician beginning to make your dent in the universe, we can’t wait to meet you, hear your plans, and get to work for you.

Ben Sun, Founder

Brad Svrluga, Founder