Primo

About Primo

Primo counts backward from every occasion to build a personalized action plan — calibrated to how much each relationship means to you.

Add the people you care about, set their important dates, and Primo does the rest. Its reverse-timeline engine counts backward from each event to generate a detailed plan: when to start brainstorming, when to buy the gift, when to make the reservation, and when to send the message.

Key features

• Reverse-Timeline Planning

Every occasion gets a step-by-step action plan that counts backward from the date. Items are grouped by week with due dates, categories, and priorities so nothing falls through the cracks.

• 4 Levels of Effort

Not every relationship needs the same effort. Pick All Out, Thoughtful, Simple Gesture, or Acknowledge — Primo starts reminders earlier and builds a deeper plan for the people who matter most.

• AI-Powered Gift Suggestions

Get personalized gift ideas powered by Apple Intelligence, running entirely on your device. Primo considers interests, relationship type, past gifts, and what worked before. Rate suggestions to improve future recommendations.

• Message Drafting

Draft personalized messages for any occasion with tone and length controls. Copy or share directly from the app.

• Gift Tracking & Insights

Log every gift with cost and reaction. See what landed, spot patterns across years, and gift smarter next time.

• Budget Tracking

Set a budget for any occasion and watch spending add up — see what's left before you overspend.

• Smart Calendar Import

Import birthdays, anniversaries, graduations, and more from your device calendar. Primo recognizes event types and even figures out shared occasions like "Amy and Jim's anniversary."

• Holiday Manager

Select which holidays matter to you. Primo creates occasions and starts the plan weeks before each one.

• Notifications That Help

Reminders tuned to how much each person matters — from a 2-day heads-up for your partner's birthday to a morning-of nudge for a coworker's.

• Share Your Plans

Share occasion plans as a text checklist or celebration card image.

• Backup & Restore

Export your data to a file and import it anywhere. Your data stays yours.

New in 2.2.1

Plans reads better at large text sizes and on iPhone Duo held upright.

• At the largest text sizes, each occasion in Plans shows its type, person and countdown on a line below its name — no more words broken across lines.
• On iPhone Duo held upright, tapping an occasion opens its plan full width, as on iPhone. Turn it sideways for your occasions and plan side by side — Primo keeps your place either way.