About

First principles. First rank.

Orion Primis was built by a founding team of senior operators. One founder spent fifteen years bringing best-in-class digital capability to over three hundred Italian companies. The other three partners came from Amazon, LinkedIn, EY and the biggest names in consulting. Together they are doing the same with AI and GEO: a firm where the senior people do the work, because the old model is broken and a better one is now possible.

Founder

Niklas Lindahl

Agency founder · CEO · 300+ companies · Milan

A note from the founding team

Different paths. One conviction.

Some of us built companies from scratch. Some led practices inside the biggest corporations and consulting firms in the world. A few came from pure consulting; others from the startup and tech side. What we share is simple: a passion for doing right by our clients, and a deep belief that AI is the lever that lets businesses scale with precision and speed.

Niklas brought best-in-class SEO and digital capability to a market that needed it, helping over three hundred Italian companies take the step from offline to online. He built an agency, scaled it, and sold it. Then he went looking for the best operators he could find: people who had led AI transformation at Amazon and LinkedIn, who had run diligence at EY, who had advised on strategy inside the Big Four. People who knew the real thing, under pressure, with full accountability.

From every angle we watched the same broken model repeat itself. A partner sells the work, then hands it to people who have never done it before. Clients tolerate it because there is no alternative.

AI changed that. The volume work that justified the pyramid is now done better by a senior with the right engine. So we built the firm we wished existed: small, senior, honest about price and outcome, fast. The four of us, together, doing better work.

If you have paid the big firms and resented it, this is for you.

Niklas Lindahl

Founder & Managing Partner

The claim

First principles. First rank.

First Principles

Borrowed from physics and engineering: reasoning up from what is fundamentally true, not by analogy from what was done before. The opposite is what the big firms sell: a framework pulled off the shelf, the same 2x2 matrix, the same playbook they ran on your competitor last quarter, your logo dropped on the cover.

We build the answer from your reality, not from a template. We start from your numbers, your market, your constraints, and reason up. It signals rigour and an engineering mindset, which fits the AI-native positioning. It is the antidote to consulting speak.

First Rank

Primis means the first rank, the foremost. As a claim it means the most senior people in the firm do your work, not juniors. The person who wins the engagement is the person who delivers it. No pyramid, no bait-and-switch, no analyst two years out of school learning on your account.

It is also a confidence flex. First rank. Best in the room. It carries the gravitas without naming a competitor.

They map to the two things a buyer actually fears when hiring a consultancy. First, "will they just give me a generic answer?" First Principles answers that. Second, "will the smart person who pitched me actually be on my project?" First Rank answers that.

One is about the quality of the thinking. The other is about the calibre of the people doing it. The parallel construction makes it stick, like it was always the firm's creed. And it decodes the name, so anyone who reads it understands what Primis means without us explaining it.

The team