Primal

An operational layer on top of your systems

Connect data, knowledge and processes so AI can do work alongside your team.

Primal brings CRM, finance, project systems, customer conversations and internal knowledge into one operating view. Agents complete approved routine work, route exceptions to the right person, check the result and return a before-and-after report with sources.

Demo with your data
Live interfaceYour roles · your permissions · your data
Primal · company operating layerAttioAttioSlackSlackGmailRampRampShopifyShopifyLinearLinear
1 / 3
Which products have the best contribution after paid traffic and landed cost?

How it was prepared:Combined Shopify salesMatched Meta and Google spendChecked returns and landed cost

The core range contributes $62k after traffic and landed cost. Two paid campaigns spend against products with negative contribution after returns. The agent prepared a budget reallocation for review.

Contribution by product group, $k
Core range62
Accessories28
Seasonal18
Long tail16
Shopify — orders and returnsMeta Ads — campaign spendRamp — landed cost
A supplier pushed delivery by six days. Which work is at risk?

How it was prepared:Read the supplier updateLinked material reservations to the scheduleChecked affected commitments

Two work packages are exposed next week. The delay affects four scheduled activities and one customer milestone. Primal prepared stakeholder updates and two recovery options with the dependencies attached.

MonTueWedThuFriSatSun
Site A
Site B
Supplier
PM

outworkingThursday is the first affected customer commitment

Procore — project scheduleLinear — recovery work
Prepare follow-ups for invoices that are overdue this week.

How it was prepared:Matched invoices to payment statusRead the account historyDrafted the appropriate follow-up

There are 17 overdue invoices worth $82k. Five have a prior payment promise; three need account-owner review before outreach. Drafts are ready with the invoice, agreement and recent conversation attached.

TaTaylor7 invoices$38k
MoMorgan4 invoices$22k
JoJordan3 invoices$14k
AlAlex3 invoices$8k
QuickBooks — invoice registerAttio — account history

How it looks in practice · question

Flow

Primal assembles the data, proposes the action, runs approved routine work and routes the decision to the team.

Case11–207
E-commerce · products and advertisingContribution after traffic
Plan prepared

  1. A manager asks

    Which products have the best contribution after traffic, content and landed cost?

    Shopify · orders and returns12 products with durable contributionLanded cost, discounts and returns included
    Advertising · Google and Meta6 campaigns erase contributionCPC, CAC and conversion across 30 days
    ERP · purchasing and content workThe full product cost is visiblePurchasing, stock and team effort
  2. Manager decision

    The manager decides based on the data.

    Approves moving budget to four profitable products and updating three product pages.

  3. Execution

    Agents and the team carry out the work.

    • Campaign agent

      Updates approved campaign limits.

    • Content agent

      Prepares three product pages for publishing.

    • Monitoring agent

      Tracks contribution and acquisition cost.

    Exception · team member

    Approve the new creative

    Owner
    Alex · marketing
    Due
    Today, 11:00

    Context: product economics, campaigns and draft product pages are attached.

  4. Results after two weeks

    Work completed. Before and after snapshots saved.

    Before · day 16 campaigns erased contributionBudget, CAC and contribution recorded.
    After · day 14Budget reallocated, 3 product pages updatedCAC, conversion and contribution compared with the baseline.

  5. Report to the manager

    Results improve the next recommendations.

    The manager receives a report on what changed. The model learns from task outcomes and team feedback: which actions worked and what to change next time.

Agents handle routine work

While the team is offline, agents reconcile data, complete approved routine work and isolate exceptions.

Explore solutions
01

Industry

Construction

Map supply and schedule risk to the affected work before the project slips.02

Industry

Commerce & marketplaces

Connect supply, traffic and product content before the next commercial move.03

Industry

Financial services

Prepare verification and risk context before a specialist decision.
IndustryWholesaleMove from a receivables or stock signal to an owned commercial action.IndustryRetail & e-commerceSee stock, demand and exceptions across locations before they become lost sales.IndustryTransport & logisticsLink movement, proof of delivery, billing and payment in one accountable chain.IndustryFood productionTurn quality, traceability and shelf-life risk into a controlled action.IndustryMedia & publishingMove from audience evidence to an owned editorial or commercial experiment.IndustryTelecomExplain a charge or correction with the records behind it.IndustryProfessional servicesTurn completed work into an invoice, payment and verified result.
AttioAttioRampRampBrexBrexAirwallexAirwallexQuickBooksQuickBooksSlackSlackNotionLinearLinearShopifyShopifyStripeStripeGmailProcoreProcore

Who Primal is for

An operating system for an AI-first company.

Build AI into daily operations: agents run workflows, people resolve exceptions, and leaders set goals and track outcomes.

How the product works

01 · Context

Answers with context from across the business.

Reply to customerCreate a taskCreate a taskPrepare a briefSend an invoiceSend an invoiceFollow up on paymentReconcile recordsReconcile recordsCustomersContractsPeopleDocumentsInventoryFinanceOwnerallFinance leadfinance, contractsManagerown accountsWarehouseinventoryTeam leadown teamCompany
Brain
AttioRampQuickBooksSlackLinearShopifyStripeGoogle AdsMeta AdsProcore

Your stack, connectedCRM, finance, accounting, project, commerce and collaboration systems

Source permissions stay in placeroles inherit from the systems your team already uses

Clear processing boundariesdeployment and data flow are agreed before work starts

02 · Channels

The answer arrives where the team already works.

No new app or separate window.

03 · Meetings

It joins the meeting and answers in the flow of the discussion.

The recording, transcript, answer and source document remain in shared context.

Operations stand-upRecording and transcript
TMTaylorMOMorganJOJordanPrimal

Transcript

Taylor: Did Northstar confirm the revised delivery date?

Morgan: They replied, but I do not know the exact dependency.

Morgan: Primal, what is still blocking the commitment?

Primal

One supplier confirmation and a security sign-off are still open. The customer deadline is Friday; the proposed update and recovery task are ready for approval.

Attio account · Gmail thread · project schedule

04 · Connections

Email, chat, CRM, finance and ERP — one operating layer.

Finance & spend

RampBrexAirwallexQuickBooks
Ramp · Brex · Airwallex · QuickBooks

CRM & revenue

AttioHubSpotStripeSalesforce
Attio · HubSpot · Stripe · Salesforce

Team & operations

SlackLinearShopify
Slack · Notion · Linear · Shopify

One question. The right form of answer.

The answer can be a chart, team availability a calendar, and the evidence the original source records.

All capabilities

Performance view

Where is contribution being lost?

$124k

34 products without durable contribution

Core range31
Accessories14
Seasonal9
Long tail8

Shopify orders · ad spend · landed cost

Team capacity

Who is unavailable next week?

3 of 11

Two commitments need coverage from Wednesday

MonTueWedThuFri
Tayloraccount lead
Morganmanager
Jordanmanager

outavailable

Calendar · staffing plan · account coverage

Evidence

What supports this answer?

3 source records

Each opens from the answer in one click

Contribution analysisShopify · 34 productsAccount reconciliationXLSX · 2 exceptionsSupplier confirmationPDF · 240 KB

Links lead to the source system

Security by architecture

Your data stays within your boundary.

Primal works alongside your systems, with explicit processing, permission and action boundaries.

Security
Your boundary
AttioAttioRampRampSlackSlack
Primalprivate deployment
Internet

Test it on a real process

Which process takes the most time from your team today?

What happens next

  1. 01CallClarify the process and systems that matter.
  2. 02DemoShow the answer on your real scenario.
  3. 03PilotConnect a few sources and verify the result.
  4. 04AgreementSet scope, timing, and the working model.
Send your process

Demo with your data

We will get back to you within one business day with two time options. Bring the process or question you want to test — that is where we will start.

What happens next

  1. 01CallClarify the process and systems that matter.
  2. 02DemoShow the answer on your real scenario.
  3. 03PilotConnect a few sources and verify the result.
  4. 04AgreementSet scope, timing, and the working model.