PRIMO raises nearly €7m to put its AI agents in charge of your IT

French startup Primo has raised €6.9 million from Headline and Global Founders Capital. The company, which centralises device management, SaaS applications, identities and IT support, now wants to enable AI agents to execute these operations end to end, under the supervision of IT teams.

Artificial intelligence is moving into some of the most operational parts of corporate IT. Not just to answer a question or suggest a procedure, but to order a computer, prepare a workstation, assign an employee’s application access, or revoke it when they leave the company.

That is the space Primo intends to occupy. Founded in Paris in 2022, the company has raised €6.9 million from Headline and Global Founders Capital. It says it has more than 400 customers across ten countries, including Theodo, Dust and Skello, and annual recurring revenue of more than €3.4 million, up fourfold year on year.

The funding is intended to help Primo double the size of its team and accelerate international expansion. More than 40% of its customers are already located outside France.

A team built around the IT needs of growing companies

Primo was launched by Martin Pannier, who leads the company, alongside Antoine de Mereuil and Nicolas Nallet. Samuel Lebeau, who previously worked at Swile, joined the venture as CTO and co-founder.

From the outset, the team focused on a practical problem facing startups, scaleups and SMEs: internal IT remains organised as a series of silos — device management, procurement, security, applications, identities and support — even though they are often triggered by the same events.

A new hire is the clearest example. A company needs to buy or ship a computer, configure it, create accounts, assign licences, apply security policies and organise the employee’s welcome. A departure, conversely, requires verifying that no access remains open. In many organisations, these operations still depend on spreadsheets, manual tickets and coordination between HR, IT and managers.

Primo first built a platform to bring these components together: devices, employees, identities, SaaS access, inventory, tickets and internal policies. The company now presents itself as an AI-native IT platform, where agents have the data and integrations required to act.

Moving from assistants to agents that execute

An AI assistant can tell an employee how to obtain access to Figma or resolve a connectivity issue. Primo wants an agent to be able to check the user’s entitlement, apply the company’s policies, and then restore access or route the request to an administrator.

For onboarding, an agent can detect a new employee in the HRIS, order equipment that complies with company policy, prepare the device, assign role-specific applications and create a welcome ticket. The same mechanism can work in reverse when an employee leaves, disabling accounts and removing sensitive access.

The model itself, however, is not the main source of product advantage. The value lies in the context layer: knowing who the employee is, which equipment they use, which applications their role permits, which rights can be granted automatically and which actions require approval. Without that reference point, an agent remains a conversational assistant connected to fragmented tools.

“We are building a platform where IT becomes a lever, and where AI agents handle repetitive work while teams focus on what matters,” says Martin Pannier, Primo’s co-founder and CEO.

Security is the condition for autonomy

Delegating an action to an agent does not carry the same level of risk when it involves answering a ticket, ordering a computer or granting administrative privileges. This is why Primo stresses governed automation: companies define which operations can be executed autonomously and which must remain subject to managerial approval.

This is where the company will need to prove itself. The promise of AI agents in IT is not measured solely by time saved. It depends on the granularity of access rights, the quality of audit logs, the ability to explain a decision, and the possibility of interrupting or correcting an action.

Primo has a positioning advantage here: it already provides an IT management product before asking customers to entrust agents with operational tasks. But its progress towards genuinely autonomous actions will need to be accompanied by security and compliance guarantees comparable to those required of a human administrator.

Headline, GFC and two SaaS entrepreneurs on the cap table

The round is financed by Headline and Global Founders Capital, two investors that have backed Primo since the company’s commercial launch. Jonathan Userovici, a partner at Headline, argues that the key issue is not an AI system’s ability to formulate an answer, but its ability to execute reliable operations at the heart of a company’s information systems.

Primo’s cap table also includes Arthur Waller, co-founder and CEO of Pennylane, and Romain Niccoli, co-founder and CEO of Pigment. Their presence gives the startup access to backers familiar with the constraints of deploying B2B software in growing companies: workflow integration, security, complex sales and international expansion.

A place to take in Europe, against US platforms

Competition is already well established in the United States. Rippling is arguably the closest competitor in its ambition to connect the HR lifecycle with identity, device, inventory and application management. The US company likewise offers to manage these layers through a unified platform.

JumpCloud takes a more identity- and corporate-directory-led approach. Jamf and Kandji are more specifically focused on Apple device fleets, while NinjaOne and larger endpoint-management vendors remain prominent in administration, monitoring and support. Microsoft is another indirect but central competitor for companies already running Intune, Entra and Microsoft 365.

In Europe, competition is more fragmented. Companies such as French startup Fleet focus on equipment, logistics and device management. Few European players currently claim to cover device fleets, SaaS access, identities, support and an execution-agent layer within the same platform.

For Primo, the objective will not necessarily be to replace every tool already in place. It will be to establish its platform as the orchestration layer connecting those systems, enforcing internal policies and enabling companies to delegate a growing share of their IT operations.

The €6.9 million round is intended to finance that transition: from an IT management tool for growing teams to an infrastructure capable of putting AI agents to work within a secure operating environment.