"Treasury management is fundamental. You need to know your cash is safe and in the right structures. And it's only going to get more complex as we grow. As we raise more, the yield we generate will be higher so getting this right now sets us up for what's ahead.”
Purpose, Phase, Presence + Philosophy
Purpose: Atelier is the operating system for global beauty, health, and wellness manufacturing. Atelier allows brands to bring product innovations to life faster, with more accuracy, and for a fraction of the cost with its AI-powered, data-first platform.
Phase: Raised ~A$20m across two Series A rounds in June 2024 and August 2025.
Philosophy: We believe we’re destined to transform the global supply chain. Every decision should bring us closer to making product development and manufacturing radically more efficient for our customers.
Presence: Operations in Australia and the US.
Atelier's Primary Problems
Multi-currency cash management
Atelier operates across AUD and USD, with customers paying in USD and AUD, global suppliers denominated in USD, and each capital raise landing in AUD.
Managing these flows across multiple banking platforms carries complexity and foreign exchange risk.
No real-time cash visibility
The team relied lagging tools for cash visibility. Bookkeeping also needed to be up to date for balances to be accurate.
When you're managing cash across multiple accounts and currencies, real time visibility is required to make informed decisions.
Earning a return on idle cash with simple structures
After closing their Series A, Atelier had meaningful capital that should have been earning yield, but the finance team didn't have the bandwidth to shop around for term deposits, compare rates across banks, and manage the ongoing admin of rolling maturities.
What does Primary unlock?
- Real-time, unified cash visibility: The Atelier team no longer toggles bank accounts and tools to get an accurate view on their cash. Primary provides a single dashboard showing exactly where cash sits across currencies and accounts.
- Yield on idle post-raise capital: After their Series A, Atelier had meaningful idle cash. The Primary product meant that the team could access best in market yield products, without the complexity of managing term deposits or multiple bank relationships.
- Frees up CFO time for strategic work: Instead of chasing cash balances and administering rolling term deposit maturities, the team can focus on capital optimisation, commercial strategy, and preparing the business for its next funding round.
Every Finance Leader Needs a Smart CFO
Will's view: what makes a smart CFO?
Someone who sees around corners, anticipating risks and opportunities, and turns that foresight into actionable guidance that drives better decisions across the business.
Primary: the maker of a smart CFO
Primary's real-time dashboard and treasury tools give finance leaders the forward visibility to anticipate, not just react.
