Ninjafy

How Primo Cards built an AI-native operating model that moves at the speed of the stream.

Eight AI teammates and three people, with a break live everywhere about three minutes after go.

Primo CardsLive-streamed card breaks and retail, Australia
Sell
40%

Up this month, from growth and efficiency gains.

Speed
~3 min

From Robyn's "go" to a break live on every sales channel.

Two launches, 4 Nov 2026
Shield
Every write

To Xero is approved by a person before it posts.

Approval card in Slack
Team
8 + 3

Digital teammates and people, on one org chart.

Ninjafy directory, 10 Nov 2026
“Live retail moves at the speed of the stream. Now our back office does too, so Luke, Jack and I can spend our energy live, with our community.”
Robyn Feigen
Robyn FeigenCo-founder, Primo Cards

Primo Cards puts a new break live on every sales channel about three minutes after Robyn says go, and every Xero write still waits for a person.

Primo Cards is a live-streaming entertainment and retail business: sealed boxes opened live on camera, sold spot by spot. On Ninjafy it built its own AI-native operating model: its context, its controls, and eight digital teammates working alongside Robyn, Luke and Jack across finance, marketing, breaks and customers. Every Xero write still waits for a person's approval. Same AI as everyone else, very different returns: the books and the marketing keep up at the same pace.

Key points
  • The alpha is the operating model. Anyone can buy the same AI. Primo owns its context, its controls and its teammates, so each turn of work sharpens the next.
  • Built by function: eight digital teammates across finance, marketing and growth, breaks and operations, and customers, working with Robyn, Luke and Jack.
  • Three heroes: PEPE runs listings and the daily social rhythm, Sterling and Ledger keep the books, and Mike runs email.
  • Governed: every Xero write is approved by a person, and new listings stay drafts until Robyn says go.
The film

Primo, on the stream. Video coming.

The Primo film is in the edit. It drops in here once it is approved, with a full transcript underneath.

Two ways to run AI

Compounding chaos, or compounding capability.

We can all buy the same AI, and a new model and a new agent arrive every day. So where is the alpha? It's the operating model: your context, your controls, and your own team of digital and human teammates, each turn of work sharpening the next. Building that is hard. Ninjafy makes it simple.

Before · good tools, one at a time

The pile

ShopifyXeroGoogle SheetsChatGPTRobyn FeigenInstagramClaudeFacebookEvery break built by handListing, mini, sheet tab and story, one at a timeBufferLuke PaceCanvaContext dies with the tabEvery chat starts from zeroGeminiSlackOmnisendStorritoThe pile grows every monthDifferent tools, different answers
Return on P&LHard to see
After · Ninjafy

The operating model Primo owns

Primo Cards AI operating modelOwned by Primo
Context

Stock, breaks, customers and pricing rules, plus every approved lesson.

Controls

Approvals, guardrails and an audit trail. Every Xero write is approved by a person.

People + digital teammates

Robyn, Luke and Jack with eight digital teammates. Working together, getting better.

RobynLukeSterlingLedgerMikePEPEEdithSageVeraSherlock

Use better technology. Keep building the advantage.

ModelsClaudeOpenAI
AppsShopifyXeroGoogle SheetsBufferCanvaStorritoOmnisendSlack
Return on P&L~3 min go to live · 40% up this month

The pile is an illustration of how AI and apps typically arrive in a business. Logos identify tools and do not imply endorsement. ILLUSTRATIVE

How they're doing it

Great people. Now every function has digital teammates.

Primo's teammates, grouped by the work they do. People set the direction and approve; digital teammates do the reading, drafting, posting and checking.

People
Robyn FeigenCo-founderLuke PaceOwnerJackTeam
GuardrailsEvery Xero write approved by a person · Listings stay drafts until Robyn's go

Finance

SterlingFinance Controller
LedgerBookkeeper, reports to Sterling
The work

Break invoices
Stock reconciliation
Card Lab transfers

Skills
Break invoicingSupplier bills
Software
Xero approval-gatedShopifyGoogle Sheets

Marketing & growth

MikeMarketing Analyst
PEPEListings and stories
EdithCard Lab Marketing & Website
The work

Listings and IG stories
EDMs and reels
Card Lab site and social

Skills
CollagesPrivate listings
Software
ShopifyBufferCanvaStorritoOmnisend read-onlyGoogle SheetsSlackSocial scrapingImage generation

Breaks & operations

PEPEExecutive Assistant
SageBreak Assistant & Website Manager, reports to PEPE
The work

Break builds and pricing
Break sheets
Website

Skills
Break setupBreak invoicing
Software
ShopifyGoogle SheetsGoogle DriveXero approval-gatedSlack

Customers

VeraAccount Manager & Ops
SherlockSupport concierge
The work

Account management
Customer support
Outreach and win-back

Software
Slack
8 digital teammates3 people4 functionsPEPE works across two functions.
Hero teammates

Three digital teammates. One back office on the stream's clock.

Marketing and operations

PEPE

Executive Assistant, reports to Robyn
Connected to
ShopifyBuffer / InstagramStorritoGoogle SheetsCanvaXero, approval-gatedSlack
What it does
  • Puts a break and its mini live on every channel on Robyn's go, closest-to-selling-out first.
  • Posts the hourly Instagram roundup stories with live spot counts.
  • Prices private listings from the box's Xero sale value.
  • Builds the break sheet tab for every break.
~3 min

From Robyn's “ok lets put it live pls” at 1:20 PM to live at 1:23.

Finance

Sterling + Ledger

Finance Controller, with Ledger (Bookkeeper) reporting to him
Connected to
Xero, approval-gatedShopifyBreak sheets
What they do
  • Reconcile break invoices to the break sheets and Shopify orders, and fix coding and GST.
  • Run the stock reconciliation and trace shortfalls back to bills.
  • Bring every Xero change to Robyn as an approval card.
  • Handle intercompany transfers with sister brand Card Lab.
Every write

To Xero is approved by a person before it posts. A go covers only what it names.

Marketing and growth

Mike

Marketing Analyst, reports to Robyn
Connected to
OmnisendBufferGoogle SheetsShopifySlack
What it does
  • Drafts the EDMs for each night's breaks, with subject, preview and rundown.
  • Plans the Instagram grid and cuts reels from the stream.
  • Runs email marketing in Omnisend, with Robyn approving every send.
Same day

Themed EDMs for Halloween and Melbourne Cup were drafted on the day, ready for Robyn's OK.

Results

Growth and time back. Compounding from here.

40%
up this month

From growth and efficiency gains.

Robyn Feigen, co-founder
~3 min

From go to live on every sales channel.

<10 min

From a break going live to its first spots sold.

Every write

To Xero approved by a person.

507 tasks

Across 7 agents on one tasks board.

Primo tasks board507 tasks across 7 agents
PEPE
PEPEListings and stories
181done
Ledger
LedgerBookkeeper
158done
Sterling
SterlingFinance Controller
94done
Vera
VeraAccount Manager & Ops
18done
Mike
MikeMarketing Analyst
9done
Sage
SageBreak Assistant
3done
Edith
EdithCard Lab Marketing
1done
Primo's tasks board on 10 November 2026: 507 tasks across 7 agents, with tasks completed per agent.
In Slack, with Robyn

Robyn asks in a sentence. The teammates do the rest.

Two exchanges from 10 November 2026, one marketing and one finance. Lightly edited, with customer details removed.

Mockup based on real messages.

Questions

Frequently asked questions.

What is an AI-native operating model?

It's the way a business runs with AI built in: its own context, its own controls, and its own digital and human teammates working toward the outcomes it cares about. Primo built its model on Ninjafy, so the skills and lessons stay with Primo, whichever AI model sits underneath.

Which digital teammates does Primo have?

Eight, grouped by function. Finance: Sterling and Ledger. Marketing and growth: Mike, PEPE and Edith. Breaks and operations: PEPE and Sage. Customers: Vera and Sherlock. They work with Robyn, Luke and Jack.

Can a teammate change the accounts without approval?

No. Teammates can read Xero, but every write goes through an approval card that a person accepts in Slack. New listings stay drafts until Robyn says go.

Who owns the house rules and what the teammates learn?

Primo Cards does. Titles, pricing rules, collection order and every lesson live in Primo's own teammates and data, not in a vendor's product.

Build above the noise

Build your own AI-native operating model.

Everyone can buy the same AI. The businesses that build above the noise compound capability; the rest compound chaos. Build the model you own: your context, your controls, and digital teammates working with your people.

Book a 30-minute walkthrough →Primo Cards

Sources. The 40% figure is as reported by Robyn Feigen to Ninjafy. Launch times come from task-board timestamps for two launches on 4 November 2026, from Robyn's go to the break going live. First sales were picked up by the 1:30 PM sales sync, within 7 minutes of the presale going live. Task counts, uptime and PEPE's integrations are from Primo's Ninjafy console on 10 November 2026. Software shown per function is limited to integrations confirmed on each teammate's Ninjafy page or task cards; anything unconfirmed is left off. Teammate roles are from Primo's Ninjafy directory; the functional grouping is editorial. Finance and marketing work is from Primo's task board. The Slack exchange is a mockup built from real messages on 10 November 2026, lightly edited. The video will be added with a transcript once approved. Customer names, order numbers and revenue are left out on purpose.