Primo

IT Operations Managementgetprimo.com

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

IT device management
Identity access management
Hardware procurement services
SaaS management platform
Zero-touch deployment

Where Primo is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Primo technology and API

Technology

Technology 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 signal

Partnerships

Three partnerships are on record, tiered core.

Apple Business ManagercoreTechnology or IntegrationIntegration with Apple's Business Manager for zero-touch device enrollment, enabling automatic device registration and configuration for Apple devices.
Windows AutopilotcoreTechnology or IntegrationIntegration with Microsoft Windows Autopilot for simplified device provisioning across 40+ countries.
Payfit, Lucca, Personio, BambooHRcoreTechnology or IntegrationHR 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 assessment

Direct 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 compliance and trust

Trust signal

Compliance2 records

Primo financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Primo leadership team

Management profile

Number of profiles

Profiles1 record

Primo funding detail

Funding detail

Funding 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 investment

M&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?

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.