Prima Raises $5M Seed to Scale Word-of-Mouth Hospitality Booking Marketplace

Prima Secures $5M Seed Round

Prima, a Miami-based hospitality booking platform, has raised $5 million in Seed funding. The round was announced on September 4, 2026. No lead investor or additional participants were disclosed.

What Prima Does

Prima operates a marketplace designed to turn word-of-mouth referrals into a trackable, transactional channel for hospitality venues. The platform connects restaurants, bars, clubs, and hotels with the concierges, advisors, and creators whose recommendations drive real bookings.

The model is performance-based: venues pay a per-cover fee only when a guest is seated, and referrers earn on the spending they generate. This aligns incentives between venues seeking qualified foot traffic and referrers who can monetize their networks without upfront cost to the venue.

Founding and Leadership

Prima was founded in 2024 by serial entrepreneur Alex Zhardanovsky. Zhardanovsky previously co-founded AzoogleAds, a performance-ad network, bringing relevant experience in performance marketing and marketplace dynamics to the hospitality sector.

Market Presence

Prima is live in several major cities, including:

• Miami
• New York
• London
• Paris
• Barcelona

The company's multi-city footprint at the Seed stage suggests early traction across diverse hospitality markets, spanning the United States and Europe.

Why This Matters for Acquisition Watchers

Prima sits at the intersection of hospitality technology and referral marketing. Its per-cover pricing model removes risk for venues while creating a new revenue stream for concierges, advisors, and creators. For strategic acquirers in travel, dining, events, or loyalty, Prima offers a marketplace with built-in attribution and a network of referrers that could complement existing booking or CRM platforms.

The Seed funding provides capital to expand city coverage, deepen venue and referrer networks, and refine the platform's tracking and payout infrastructure. As the company scales, its ability to prove repeatable unit economics across markets will be a key metric to watch.

Round Summary

• Company: Prima
• Round: Seed
• Amount: $5,000,000 USD
• Announced: September 4, 2026
• Lead Investor: Not disclosed
• Investors: Not disclosed
• Headquarters: Miami, Florida
• Founded: 2024
• Founder: Alex Zhardanovsky

Prima's approach to monetizing word-of-mouth could appeal to acquirers looking for a capital-efficient way to capture referral-driven demand in hospitality. The company's early multi-city presence and performance-based model position it as a notable Seed-stage player in the hospitality tech landscape.