Primo
Primo is an all-in-one IT operations platform unifying multi-OS device management, SaaS and identity management, and global hardware procurement for companies of 2–2,000 employees. Its HR-data-driven workflow automation and embedded AI agent (Uno) serve 300+ growing businesses across Europe, the UK, and the US.
- Company typePrivate
- Founded2022
- HeadquartersParis, France
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Primo does
Primo (operated under legal entity CLUTCH SAS) is a Paris-headquartered, venture-backed software company founded in late 2022 that sells an all-in-one IT operations platform to growing companies of roughly 2 to 2,000 employees. Its product unifies four functional pillars in a single system: multi-OS device management (macOS, Windows, Linux, iOS, Android), SaaS and identity & access management, global hardware procurement with zero-touch device enrollment, and an embedded AI support agent called Uno. The platform's defining architectural choice is HR-data-driven orchestration — integrations with 60+ HR and email tools allow hire, role-change, and departure events to automatically trigger device, access, and security workflows, removing manual coordination between HR and IT.
Under the hood, Primo combines traditional MDM policy enforcement and EDR integrations (SentinelOne, ThreatDown) with two newer AI-native components: the Uno agent for autonomous IT ticket handling, and an open MCP (Model Context Protocol) server that lets external AI assistants (Claude, ChatGPT, Cursor) query and act on Primo's operational data via OAuth. The company also publishes a free CSP Builder utility that converts Windows ADMX policies to SyncML for FleetDM and Intune deployments. Compliance posture includes SOC 2 Type II certification and GDPR alignment, with a public Trust Center.
Commercially, Primo runs a hybrid go-to-market combining a sales-led motion (demo requests, quote-based pricing, 15-day free trial) with a partner/MSP channel. Pricing is per-device subscription: €8/device/month for MDM, €5/device/month for identity management, and +€4/device/month for the EDR add-on, with usage-based hardware procurement as a separate revenue stream. The company serves 300+ customers running roughly 20,000 employees on the platform across named markets in Europe (France, UK), the United States, and a 60+ country delivery footprint for hardware. To date Primo has disclosed a single €3.2M (~$3.4M) seed round in April 2023, co-led by Global Founders Capital and Headline with business angel participation, with use of funds directed at engineering and product expansion in France.
Primo firmographics
Firmographics- Name
- Primo
- Legal name
- CLUTCH SAS
- Website
- https://getprimo.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Primo is an all-in-one IT operations platform unifying multi-OS device management, SaaS and identity management, and global hardware procurement for companies of 2–2,000 employees. Its HR-data-driven workflow automation and embedded AI agent (Uno) serve 300+ growing businesses across Europe, the UK, and the US.
- Ownership category
- akta.pro rank
Primo industry classification
Industry- Product category
- IT Operations Management
- NAICS
- Security Systems Services (except Locksmiths) (561621)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- End-User Device Management (UEM/MDM, Desktop/Laptop/Tablet) (BPAEAIAB)
- akta.pro secondary industries
- Unified Endpoint Management (UEM/MDM/MAM) Security (HDADAEAE), Endpoint & Mobile Asset Management (UEM/MDM Asset Controls) (BPAEAOAI)
Keywords
Where Primo is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Primo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Supply Chain
Revenue model
- Device Management Subscription: Monthly subscription per device at €8/device/month for MDM capabilities including MultiOS management, remote lock/wipe, settings blueprints, app management, and compliance integrations.
- Identity Management Subscription: Monthly subscription at €5/device/month for access control, provisioning, SSO, employee email creation, and compliance tool integration with 100+ application integrations.
- Endpoint Detection & Response Add-on: Additional security layer with SentinelOne and ThreatDown integrations at +€4/device/month.
- Global Hardware Procurement: Pay-as-you-go device purchasing through platform with 10+ brands (Apple, Lenovo, Dell, HP, Jabra, Logitech) available with transparent public pricing. Revenue from device margin on hardware sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | Device Management at €8/device/month |
| Per seat | Monthly | Identity Management at €5/device/month |
| Usage-based | Pay-as-you-go | Global Procurement at Pay-as-you-go |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Primo product offering
Product offeringCore offering
Primo is an all-in-one IT operations platform that unifies Multi-OS Device Management (MDM), SaaS Management (Identity & Access), Global Hardware Procurement, and an AI support agent (Uno) into a single system connected to HR data. The platform automates employee onboarding, offboarding, access provisioning, and device lifecycle workflows for companies scaling from 2 to 2,000 employees, replacing fragmented IT stacks with HR-triggered automation across devices, apps, and identities.
Product overview
Primo is an all-in-one IT operations platform for companies scaling from 2 to 2,000 employees, offered as a unified platform with four integrated modules: Multi-OS Device Management (MDM), SaaS Management (IAM), Global Procurement, and Identity & Access Management. The platform connects IT operations directly to HR data, enabling automated onboarding, offboarding, access provisioning, and device management workflows. A proprietary AI support agent called Uno powers intelligent IT support within the platform. Additional offerings include a free CSP Builder tool for converting Windows ADMX to SyncML, and an MCP Server for AI assistant integration. EDR capabilities are available as a paid add-on via SentinelOne and ThreatDown integrations.
Differentiator
Problem solved
Functional benefit
Brands
- Uno: AI Support Agent for IT operations
Products and services
- Multi-OS Device Management (MDM)
Quantifiable outcome
- 94% of users find Primo easy to use
- +4 more outcomes
Companies that use Primo
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles4 records
Primo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability4 records
Feature10 records
Primo partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Apple Business ManagercoreIntegration with Apple's Business Manager for zero-touch device enrollment, enabling automatic device registration and configuration for Apple devices.
- Windows AutopilotcoreIntegration with Microsoft Windows Autopilot for simplified device provisioning across 40+ countries.
- Payfit, Lucca, Personio, BambooHRcoreHR platform integrations (60+ total) that enable automatic triggering of IT workflows based on employee lifecycle events (hire, role change, departure).
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Primo competitors and assessment
Company assessmentDirect peers
- JumpCloud: JumpCloud offers a unified directory, MDM, IAM, and SSO platform targeting SMBs and mid-market, very similar to Primo's all-in-one positioning. It is the most direct competitor in the 'consolidated IT platform for SMBs' category.
- Jamf: Jamf is a leading Apple-focused MDM platform with expanding cross-OS capabilities, competing head-on with Primo's Multi-OS Device Management module for the same growing-company IT manager buyer.
- Kandji: Kandji provides Apple-focused MDM with identity, compliance, and automation for mid-market. It is a directly comparable peer in zero-touch deployment, automated onboarding, and Apple-centric IT operations.
- Hexnode: Hexnode is a multi-OS Unified Endpoint Management platform targeting SMBs and enterprises with MDM, application management, and security features. It directly competes with Primo's core MDM offering on breadth and pricing.
- Addigy: Addigy is an Apple-focused MDM platform with multi-tenant MSP support and zero-touch deployment capabilities. It competes directly with Primo in the Apple-centric SMB and MSP channels.
- Mosyle: Mosyle is an Apple-focused unified device management platform combining MDM, identity, and security, targeting education and SMB/mid-market. It is a directly comparable peer in Apple-centric IT operations automation.
Broad incumbents
- Microsoft Intune: Microsoft Intune is the bundled MDM/MAM solution included with Microsoft 365, dominating the mid-market and enterprise. It competes with Primo on device management and is the primary incumbent threat via Microsoft 365 bundling.
- Rippling: Rippling is a broader HR + IT + Finance platform that bundles device management, identity, and HR workflows. It is a comparable converged platform play, though at larger scale and broader scope than Primo.
- Okta: Okta is the dominant identity and access management platform with SSO, MFA, and lifecycle management. It competes with Primo's SaaS Management/IAM module and represents the incumbent threat on the identity side.
Emerging players
- Fleet (FleetDM): Fleet is an open-source, cross-platform MDM platform gaining traction with technical teams. It intersects Primo's MDM module, particularly for macOS/Linux, and represents an emerging alternative in the same category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Primo social profiles
Digital presencePrimo compliance and trust
Trust signalCompliance2 records
Primo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primo leadership team
Management profileNumber of profiles
Profiles1 record
Primo funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Primo
What does Primo do?
Primo is an all-in-one IT operations platform that unifies Multi-OS Device Management (MDM), SaaS Management (Identity & Access), Global Hardware Procurement, and an AI support agent (Uno) into a single system connected to HR data. The platform automates employee onboarding, offboarding, access provisioning, and device lifecycle workflows for companies scaling from 2 to 2,000 employees, replacing fragmented IT stacks with HR-triggered automation across devices, apps, and identities.
Is Primo a public or private company?
Primo is a private company. It is classified as venture growth investor backed and is currently operating.
When was Primo founded?
Primo was founded in 2022. It employs 51 to 100 people.
Where is Primo based?
Primo is headquartered in Paris, France, in the Europe region.
How does Primo make money?
Four revenue lines are on record. Device Management Subscription is the primary driver. The others are identity Management Subscription, endpoint Detection & Response Add-on and global Hardware Procurement.
Who are Primo's main competitors?
Direct peers on record are JumpCloud, Jamf, Kandji, Hexnode, Addigy and Mosyle. Broad incumbents are Microsoft Intune, Rippling and Okta. Fleet (FleetDM) is listed as an emerging player.
Does Primo have an API?
Yes. Primo offers an MCP (Model Context Protocol) server that enables AI assistants to query Primo's operational data directly. The server provides read-only access by default, with optional read-write access for actions like creating tickets, adding comments, updating statuses, locking devices, and wiping devices. Authentication is via OAuth (no API key required). The MCP server connects to devices, employees, accessories, and ticketing data, allowing AI agents to perform queries across the entire IT fleet in a single prompt. The write access mode requires explicit opt-in via a query parameter. Developer documentation is at api.getprimo.com/mcp.
What industry is Primo in?
Primo's product category is IT Operations Management. Its primary akta.pro industry code is BPAEAIAB, End-User Device Management (UEM/MDM, Desktop/Laptop/Tablet), with a secondary code of HDADAEAE, Unified Endpoint Management (UEM/MDM/MAM) Security. Its NAICS code is 561621 and its SIC code is 7372.