Primate
PRIMATE is a Milan-based Benefit Corporation and B Corp consulting firm, founded in 2017, that delivers organizational transformation, leadership development, and psychological safety programs to Italian and international enterprises, executives, and communities, anchored by co-founders Marina Capizzi and Tiziano Capelli and an exclusive Italian partnership with Amy Edmondson's Fearless Organization Scan.
- Company typePrivate
- Founded2017
- HeadquartersMilano, Italy
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Primate does
PRIMATE S.r.l – Società Benefit is a Milan-headquartered organizational consulting firm founded in 2017 as a Benefit Corporation (one of the first in its field in Italy) and B Corp–certified, operating with 11–50 employees. The firm delivers evolutionary purpose consulting, leadership development, and psychological safety transformation engagements to enterprises, executive teams, and communities across Italy and other countries, and has stated it has involved thousands of people (cited projects of 6,800, 8,000 and 1,400 participants) in multi-year engagements. Its core intellectual property rests on an integrative methodology that combines psychological safety (rooted in Amy Edmondson's framework), Stephen Porges' Polyvagal Theory, Agile, Teal and Holacracy organizational principles, packaged into proprietary assets including the TheMeetingCircle method and the exclusive Italian licensing of the Fearless Organization Scan assessment tool.
The business is structured around three revenue streams: bespoke organizational transformation consulting, paid certification/training programs for psychological safety practitioners, and book sales through publisher FrancoAngeli and Italian book retail channels. Co-founders Marina Capizzi and Tiziano Capelli drive delivery and own the methodology; Marina Capizzi is the first practitioner to apply Polyvagal Theory to organizational contexts, and the firm holds a multi-year strategic alliance with Harvard's Amy Edmondson, including exclusive Italian rights to her Fearless Organization Scan since 2021. Distribution leans on thought leadership—a weekly newsletter, Spotify podcast, YouTube video series, and ongoing media appearances on RAI and Italian business press—funneling top-of-funnel interest into consulting engagements and a recurring Certified Practitioner track whose summer/autumn 2026 cohort is reportedly sold out.
Primate firmographics
Firmographics- Name
- Primate
- Legal name
- PRIMATE S.r.l - Società Benefit
- Website
- https://primate.consulting
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PRIMATE is a Milan-based Benefit Corporation and B Corp consulting firm, founded in 2017, that delivers organizational transformation, leadership development, and psychological safety programs to Italian and international enterprises, executives, and communities, anchored by co-founders Marina Capizzi and Tiziano Capelli and an exclusive Italian partnership with Amy Edmondson's Fearless Organization Scan.
- Ownership category
- akta.pro rank
Primate industry classification
Industry- Product category
- Organizational Consulting
- NAICS
- Administrative Management and General Management Consulting Services (541611), Human Resources Consulting Services (541612)
- SIC
- Services-Management Consulting Services (8742), Services-Management Services (8741)
- akta.pro primary industry
- Organization Design & Change Management Consulting (BPAHACAD)
- akta.pro secondary industries
- Organizational Change & Transformation Coaching (EDABANAG), Leadership Transition & Onboarding Coaching (New Role, New Manager, Promotion) (EDABANAB)
Keywords
Where Primate is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Primate business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Organizational Consulting Services: Direct consulting engagements with organizations for evolutionary pathways, organizational transformation, and leadership development. Works with entire organizations involving thousands of people across Italy and other countries.
- Training and Certification Programs: Certified Practitioner programs for psychological safety, including Fearless Organization Scan certification. Programs sold out for summer/autumn 2026 edition.
- Publications and Book Sales: Sale of books authored by co-founders including Non morire di gerarchia, Non morire di riunioni, and co-authored Italian editions of international works like Il Giusto Errore and Organizzazioni senza paura.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Consulting services - bespoke organizational transformation engagements |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Primate product offering
Product offeringCore offering
PRIMATE is an Italian management consulting firm that delivers organizational transformation engagements to help companies evolve away from traditional command-and-control hierarchies toward agile, inclusive, psychologically safe organizations. Services span executive coaching, leadership team development, evolutionary purpose consulting, change management, and the exclusive Italian distribution of the Fearless Organization Scan assessment tool developed with Amy Edmondson, complemented by professional certification programs and a publishing arm of books on organizational topics.
Product overview
PRIMATE Consulting is an Italian consulting firm (Società Benefit and B Corporation Certified) founded in 2017, specializing in organizational transformation and evolution. The company operates as a single integrated consulting offering rather than a software platform. Its core services center on evolutionary purpose consulting, leadership development, and psychological safety—delivered through consulting engagements, the Fearless Organization Scan assessment tool, professional certification programs, and a publishing arm featuring books on organizational topics. The product portfolio includes TheMeetingCircle methodology for effective meetings, multiple video series and podcasts, and Italian editions of international management books by authors like Amy Edmondson. The company serves organizations across Italy and internationally, having involved approximately 16,200 people across multiple countries.
Differentiator
Problem solved
Functional benefit
Products and services
- PRIMATE Consulting Services
- Fearless Organization Scan (FOS)
- Certified Practitioner in Psychological Safety
- Non morire di gerarchia (book)
- Non morire di riunioni (book)
- Organizzazioni senza paura (Italian edition)
- Il giusto errore (Italian edition)
- Sense & Respond (Italian edition)
- 90 giorni per potenziare il tuo team (Italian edition) Italian edition of Amy Edmondson's '90 Days to Level-Up Your Teamwork' on teaming and psychological safety, curated by Marina Capizzi and Tiziano Capelli, published by FrancoAngeli.
Quantifiable outcome
- Involved thousands of people across organizational transformation projects
Companies that use Primate
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Primate technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Primate partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Fearless Organization Scan Network / Amy EdmondsoncorePRIMATE is the exclusive partner for Italy for the Fearless Organization Scan, a global network founded by Amy Edmondson (Harvard Business School) to disseminate knowledge on psychological safety and usage of the only scientifically validated survey by Edmondson. Launched in 2019, the network has given rise to international certification and global partner network.
- UN Global Compact / Global Compact Network ItaliacorePRIMATE participates in the UN corporate responsibility initiative (United Nation Global Compact) and is a founding member of Global Compact Network Italia (GCNI).
- B CorporationcorePRIMATE achieved B Corp certification deeply connected to their PURPOSE. They were one of the first Benefit Corporations in Italy in their field.
- AssoBenefitminorItalian association of Benefit Companies, of which PRIMATE is a member, promoting the benefit corporation model in Italy.
- FrancoAngelicoreItalian publishing house that publishes PRIMATE co-founders' books (Non morire di gerarchia, Non morire di riunioni) and Italian editions of international works (Organizzazioni senza paura, Il giusto errore, 90 giorni per potenziare il tuo team).
- Amy EdmondsoncoreCollaboration since 2020 with Amy Edmondson to disseminate psychological safety in Italy. PRIMATE translates and curates Italian editions of her books and conducts interviews and video series. Marina Capizzi is the first to apply Polyvagal Theory to organizational contexts in connection with Edmondson's work.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Primate competitors and assessment
Company assessmentDirect peers
- BTS: Stockholm-based consultancy specializing in leadership development, strategy execution, and organizational transformation with proprietary methodologies and certification programs — directly analogous to PRIMATE's boutique organizational evolution model and European footprint.
- Egon Zehnder: Global executive search and leadership advisory firm that blends consulting with organizational transformation and executive coaching — closely comparable to PRIMATE's combination of executive coaching (MCC ICF), leadership development, and organizational design work, though at vastly larger scale.
- Center for Creative Leadership: Research-driven leadership development provider offering assessments, certification, and organizational consulting — comparable to PRIMATE's evidence-based practice anchored in Amy Edmondson's psychological safety framework and its exclusive Italian FOS partnership.
- FranklinCovey: Training, certification, and consulting firm focused on leadership, organizational effectiveness, and culture change — directly comparable to PRIMATE's model of monetizing proprietary methodologies (TheMeetingCircle, Fearless Organization Scan certification) through both enterprise consulting and practitioner certification programs.
- DDI (Development Dimensions International): Leadership development consultancy offering assessments, certification, and large-scale transformation programs — directly comparable to PRIMATE's blend of proprietary assessment (Fearless Organization Scan), certification (Certified Practitioner), and enterprise change work.
Broad incumbents
- Korn Ferry: Global organizational consulting powerhouse offering leadership development, talent management, and organizational design services — overlaps significantly with PRIMATE's leadership and organizational transformation offerings but at much broader scale and as part of a wider portfolio.
- McKinsey & Company: Global strategy consulting firm with a dedicated Organization Practice covering transformation, leadership, and cultural change — overlaps with PRIMATE's enterprise transformation offerings but as part of a much wider strategy consulting portfolio.
- Deloitte (Human Capital practice): Big Four firm with a large Human Capital practice addressing organizational transformation, leadership, and culture — competes for the same enterprise mandates as PRIMATE but from a vastly larger platform with global delivery.
- Bain & Company: Global management consultancy with an Organization practice focused on change management, operating model design, and culture transformation — competes with PRIMATE in organizational transformation engagements while offering a broader strategic consulting portfolio.
- Heidrick & Struggles: Executive search and leadership consulting firm with a dedicated Heidrick Consulting practice addressing culture, organization, and leadership — comparable in spirit to PRIMATE's executive coaching and organizational transformation focus, but as a wider portfolio offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Primate social profiles
Digital presencePrimate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primate leadership team
Management profileNumber of profiles
Profiles2 records
Primate funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primate 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 Primate
What does Primate do?
PRIMATE is an Italian management consulting firm that delivers organizational transformation engagements to help companies evolve away from traditional command-and-control hierarchies toward agile, inclusive, psychologically safe organizations. Services span executive coaching, leadership team development, evolutionary purpose consulting, change management, and the exclusive Italian distribution of the Fearless Organization Scan assessment tool developed with Amy Edmondson, complemented by professional certification programs and a publishing arm of books on organizational topics.
Is Primate a public or private company?
Primate is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Primate founded?
Primate was founded in 2017. It employs 11 to 50 people.
Where is Primate based?
Primate is headquartered in Milano, Italy, in the Europe region.
How does Primate make money?
Three revenue lines are on record. Organizational Consulting Services are the primary driver. The others are training and Certification Programs and publications and Book Sales.
Who are Primate's main competitors?
Direct peers on record are BTS, Egon Zehnder, Center for Creative Leadership, FranklinCovey and DDI (Development Dimensions International). Broad incumbents are Korn Ferry, McKinsey & Company, Deloitte (Human Capital practice), Bain & Company and Heidrick & Struggles.
Does Primate have an API?
No public API is recorded for Primate.
What industry is Primate in?
Primate's product category is Organizational Consulting. Its primary akta.pro industry code is BPAHACAD, Organization Design & Change Management Consulting, with a secondary code of EDABANAG, Organizational Change & Transformation Coaching. Its NAICS code is 541611 and its SIC code is 8742.