Primary Ventures hires Emily Man to be first fintech-focused partner

Primary Ventures, known for its investments in companies such as Orum, Pinwheel, Vestwell, and Alloy, has hired Emily Man, former Redpoint Ventures vice president, as its first fintech-focused partner.

“I’ve known the Primary team and their reputation for delivering results for early-stage founders for years,” Man wrote, “the firm marries a thesis-driven, first-principles approach to investing with pull-out-all-the-stops support for teams at every step of the journey.”

During Man’s time at Redpoint Ventures, she invested in notable fintechs such as Ramp, FloQast, and Proper, that have grown to become larger players in the ecosystem.

While San Francisco may have been a more traditional location for fintech expertise, Primary Ventures has hired Man to be located in New York — “the talent and energy here is unreal!” Man wrote, saying she’s thrilled to be back east as the “ecosystem continues to grow.”  

“Our commitment to many of New York’s most notable fintech startups—including Alloy,, Orum, Pinwheel, Vestwel, and Lili—predates our specialization strategy, but as a firm who calls the financial capital of the world our home, we’d be remiss to not have a dedicated fintech leader,” Jason Shuman, a partner at Primary Ventures wrote on LinkedIn.