Mexican startup Primero launched publicly on Tuesday with a $12 million seed round co-led by Kaszek and General Catalyst. The financing, described as one of the larger seed rounds recently announced in Latin America, also drew angel investors including shareholders and executives linked to FEMSA, Bimbo, Aeromexico and Kimberly-Clark de Mexico. Primero is targeting large companies that rely on fragmented legacy software and retain critical business rules and operational know-how in employees’ heads. Its core product, Primia, connects disparate systems, captures company-specific processes and supports AI agents (software that performs tasks using artificial intelligence) for complex work. Chief Executive Jose Murillo said AI is gaining traction because companies can measure a clearer return on investment than with earlier enterprise software deployments. Primero is already working with SmartFit, Terpel, Verde Valle and Mexico City’s economic development agency, and plans to use the capital to hire talent and expand deployments with large enterprise customers across the region.