Primo Payday

What Primo Payday does

Primo Payday, operated by NAV Accounting Solutions, LLC, is a privately held software company headquartered at 2600 W 7th St #1525, Fort Worth, Texas, that develops embedded payroll applications for Microsoft Dynamics 365 Business Central users in the United States and Canada. Founded around 2017-2018 and operating with an 11-50 employee footprint, the company sells its product under the Primo Payday brand and is treated as a niche ISV within the Microsoft Dynamics ecosystem. The company's core product, the Primo Payday App, is delivered as a compiled AL code .app file that is embedded natively within the Business Central environment rather than functioning as a plug-in or external integration. The architecture enables direct posting of payroll entries to the Business Central general ledger, vendor ledgers, and bank ledgers without balance transfers, and includes batch payroll processing with both printed checks and ACH direct deposit, automated tax-table updates, dimension-based labor cost analysis tied to production orders and jobs, and configurable report layouts. A legacy NAV Payroll Solution remains available for Microsoft Dynamics NAV versions 2013-2018 using C/AL .fob files, and supplementary modules include an AI Support Agent, an employee self-service Web App, a Column Designer, and a Payroll Report Layout Designer.

The business model is a B2B2B channel structure in which Primo Payday distributes exclusively through certified Microsoft Dynamics 365 Business Central and NAV resellers who maintain valid Microsoft agreements. Partners pay NAV Accounting Solutions an annual per-end-user subscription fee calculated from the date of first use or download, with NAS providing 90 days' notice before pricing changes; partners retain discretion over their own end-user pricing. A second revenue stream is hourly professional services for product support, while tax filing, depositing, and W-2 services are explicitly carved out. Public pricing is not disclosed, no funding rounds or institutional investors are referenced, and no acquisition, IPO, or leadership-change activity has been identified in available sources. Marketing relies on the company website and partner-led promotion rather than direct end-user sales.

Name

Primo Payday

Legal name

NAV Accounting Solutions, LLC

Website

https://primopayday.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Primo Payday provides embedded payroll software for Microsoft Dynamics 365 Business Central users in the US and Canada, distributed exclusively through certified Microsoft resellers under a per-end-user subscription model. The Fort Worth, Texas-based firm employs 11-50 people and operates under NAV Accounting Solutions, LLC.

Ownership category

akta.pro rank

Product category

Embedded Payroll Software for ERP

NAICS

Payroll Services (541214), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)

akta.pro secondary industries

Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ), Payroll Systems Administration & Implementation Support (HRIS/Payroll Platforms) (BPAAAHAJ), Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA)

Keywords

• Embedded payroll software
• ERP payroll integration
• Business Central payroll
• Microsoft Dynamics payroll
• Payroll tax automation

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Primo Payday App Subscription Fee: Partners pay NAS a subscription fee for each End User that downloads, accesses, copies, uses, or installs the Primo Payday App. The subscription fee is calculated as of the date the product is first downloaded, accessed, copied, used, or installed by or for the End User. Payment is due regardless of when or whether Partner is paid by End User.
2. Support Services: Product support services provided to partners and end users for an hourly fee during NAS normal business hours. Tax filing, depositing services, or W-2 services are separate from this agreement.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Primo Payday sells an embedded payroll application built specifically for Microsoft Dynamics 365 Business Central, delivered as a compiled .app file using AL code so that payroll entries post directly to the ERP's general ledger, vendor ledgers, and bank ledgers. The product provides batch payroll processing, direct deposit ACH file generation, check printing, automated tax table updates, employee self-service for PTO, and labor cost analysis tied to Business Central dimensions. A legacy version (NAV Payroll Solution) is also sold for Microsoft Dynamics NAV 2013–2018 customers.

Product overview

Primo Payday is an embedded payroll solution provider for the Microsoft Dynamics ecosystem. The company offers two core products: the Primo Payday App for Microsoft Dynamics 365 Business Central (built with AL code files as a compiled .app) and the NAV Payroll Solution for legacy Microsoft NAV versions 2013-2018 (delivered as C/AL .fob files). Additional add-on modules include an AI Support Agent for user assistance, a Web App for employee self-service (vacation requests), a Payroll Report Layout Designer, a Column Designer, and a Labor Cost Analysis Tool.

Differentiator

Problem solved

Functional benefit

Brands

• Primo Payday App: Integrated payroll application for Microsoft Dynamics 365 Business Central users, comprised of AL code files compiled and published as an .app file.
• NAV Payroll Solution

Products and services

• Primo Payday App Integrated payroll application for Microsoft Dynamics 365 Business Central users, delivered as a compiled .app file containing AL code files. It provides embedded payroll processing, employee management, automated tax table updates, batch payroll with direct deposit and check printing, PTO tracking, and direct posting to the Business Central general ledger, vendor ledgers, and bank ledgers. Targeted at US and Canadian businesses already running Microsoft Dynamics 365 Business Central.
• NAV Payroll Solution Embedded payroll system for Microsoft Dynamics NAV versions 2013 through 2018, delivered as Microsoft NAV .fob files written in C/AL code. This is the legacy version of the payroll product for customers on older Dynamics NAV platforms who have not migrated to Business Central.

Quantifiable outcome

• Run batches, make direct deposits, and auto-email check stubs to employees and print checks in minutes
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• NAV Accounting Solutions, LLCcoreOthersNAV Accounting Solutions, LLC (NAS) is the company behind Primo Payday. The Partner Agreement is entered into between NAS and partners. NAS develops, markets, and licenses proprietary software products compatible with Microsoft Dynamics 365 Business Central and Microsoft Dynamics NAV, and provides related support services. Partners resell and implement these products to End Users.

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• ADP: Global payroll and HR services incumbent serving SMBs through enterprise. ADP's RUN Powered by ADP and Workforce Now products compete broadly for the same payroll customers and have greater integration coverage across ERPs.
• sa.global: Large Microsoft Dynamics partner with its own payroll and HR solutions (emocha, LS Retail) and a global implementation footprint, offering bundled Dynamics + payroll services that compete with Primo Payday's ISV-only approach.
• Gusto: Leading SMB payroll SaaS provider offering payroll, HR, and benefits to US businesses. While not Dynamics-integrated, it competes for the same SMB payroll customer and could integrate with Business Central via API.

Direct peers

• Lanteria HR: HR and payroll solution built on Microsoft SharePoint/Dynamics platform, targeting the same Dynamics user base with payroll and workforce management functionality.
• Binary Stream Software: Canadian ISV that builds payroll, HR, and financial add-on solutions for Microsoft Dynamics 365 Business Central and NAV, directly competing with Primo Payday in the embedded payroll/AppSource category.
• Insight Works: Microsoft Dynamics 365 Business Central ISV offering specialized add-ons including manufacturing, warehouse management, and payroll-related extensions within the same Dynamics ecosystem.
• To-Increase: Microsoft Dynamics 365 ISV providing industry-specific and operational add-ons including payroll and HR solutions for Business Central customers globally.

Others

• LS Retail (LS Central): Dynamics 365 ISV providing retail and hospitality ERP extensions. While not a direct payroll competitor, it operates in the same Dynamics AppSource ecosystem and shares the same channel partner go-to-market motion.

Emerging players

• Payplus Software: Provides payroll solutions for Microsoft Dynamics NAV and Business Central users, with a similar go-to-market through Dynamics resellers and a comparable target customer segment.
• HR365: HR and payroll solutions built on the Microsoft platform (Dynamics 365, SharePoint), targeting similar customers with embedded workforce management functionality.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/primo-payday

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Primo Payday