PRIMA raises $5M seed round to expand its performance-based referral network for hospitality businesses across more cities.

Miami-based PRIMA, a hospitality booking platform launched in 2024, has raised $5 million in seed funding to expand its performance-based referral network. The platform connects restaurants and hospitality venues with concierges and influencers whose recommendations drive customer spending. PRIMA rewards referrers for successful reservations, addressing a gap where venues historically paid for ineffective advertising while ignoring top performers. Founded by serial entrepreneur Alex Zhardanovsky, the company aims to transform how hospitality venues fill tables and reduce revenue loss from empty inventory.