Primary Portal is a digital platform that serves as a hub for deal activity in the equity capital markets. It primarily caters to institutional investors and banks, providing a streamlined, digital interface for equity capital market issuance. The platform operates in the financial services market, leveraging technology to simplify and standardize the traditionally complex and archaic process of deal-making.

The business model of Primary Portal is unique and innovative. It offers its services free of charge to institutional investors, with the cost of distribution being borne by the banks. This model not only makes the platform accessible to a wide range of investors but also incentivizes banks to participate due to the broad scope of distribution it offers.

Primary Portal generates revenue by charging banks for the distribution of deal data. The platform provides real-time, accurate deal information directly from banks to institutional investors in a digital format. This data can be customized according to the needs of the investors, allowing them to filter and curate the information they receive.

The platform also offers integration with other applications used by banks and investors, making it a versatile tool in the financial ecosystem. It is trusted by over 60 of the top banks in the global financial markets and is used by investors with a combined AUM of over 1 trillion USD.

In summary, Primary Portal is a digital marketplace for deal activity in the equity capital markets, serving institutional investors and banks. It offers a free, customizable, and comprehensive overview of market activity, and generates revenue by charging banks for data distribution.

Keywords: Equity Capital Markets, Institutional Investors, Banks, Deal Activity, Digital Platform, Data Distribution, Market Overview, Financial Services, Integration, Customizable.