Primary Venture Partners

Brad Svrluga

General Partner

Brad is a co-founder and General Partner at Primary. He has been a venture investor since the waning moments of the Internet bubble in 2000, when he joined one of the dozens of micro-firms that popped up at the time, but likely never should have. He was previously a strategy consultant with Monitor Group, leading projects out of the firm’s Cambridge, South Africa and Brazil offices.

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Notable Investments

Latch, Electric, Vestwell, K Health, Alloy

Questions & Answers

Origin Story: In a couple sentences, how would you describe your path to becoming an investor?

Stumbled through the bushes and accidentally fell through the back door

Investment Approach: What are the key factors you consider when evaluating a founding team?

Can you pull off the three unnatural sales every founder has to make: 1/ Sell stock to investors who will probably lose their money, 2/ sell product to prospects who will get fired if they buy you and it doesn't work, and 3/ sell sub-market compensated employment to talent whose mothers think they should definitely stay where they're currently working

What's your style and approach when it comes to working with founders post-investment? What are the characteristics of founders you've worked well with?

It varies, but most importantly it's driven by the founder. I've got founders I talk to almost every day, and founders I check in with once/month. The most important thing is bi-directional transparency. You're always going to know where I stand and I can be most helpful if I always know the good, the bad and the ugly. But I never lose sight of the fact that we are here to serve the founder.

If I'm coming to pitch to you, what's the one piece of advice you'd give me?

Start with the backstory and connect the dots to why your history leads to you being the right person to build this business into something huge.

How would you describe your own personal mission and values, and how do they impact the way you invest?

I believe in transparency, meritocracy, and performance. I believe that equality of opportunity is the most foundational pillar of our nation and our culture, and I believe that our industry needs to work MUCH harder to make that a reality. I believe in doing what you say you're going to do and treating people the way you want to be treated. It's amazing how far that can take you, but the reality is that most people don't consistently do either.

What do you like best about investing in NYC, and what’s your outlook on the future of NYC tech?

I love the diversity of this city. We are not a monoculture, and in fact, tech isn't anywhere close to the most important and influential game in town. I think that gives everyone an extra special sense of humility and hunger. I could never do this job in SF.