Gupy
Gupy is a Brazilian HR technology company operating an AI-powered SaaS platform that unifies recruitment, onboarding, training, engagement, and performance management, serving 4,000+ enterprise and mid-market clients with a 36-million-user candidate network.
- Company typePrivate
- Founded2015
- HeadquartersSão Paulo, Brazil
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Gupy does
Gupy is a Brazil-based HR technology company that operates an integrated AI-powered platform spanning the full employee lifecycle - recruitment and selection, digital onboarding, corporate training, climate and engagement, and performance management. The platform serves more than 4,000 enterprise and mid-market clients across diverse industries including aerospace (Embraer), telecommunications (Vivo), retail (GPA, Petz, Grupo Soma), healthcare (Dasa), beverages (Solar Coca-Cola), manufacturing (Randon, CBA), and financial cooperatives (Sicredi, Ailos), with a candidate-side network of 36 million users and 4.7 million cumulative hires processed. The technology stack is built on Node.js, React, Python, and Kubernetes, and the platform embeds specialized AI agents for candidate matching, OCR-based document validation, predictive turnover modeling (85% stated accuracy), generative training content creation, and bias-reduction screening.\n\nGupy's commercial model is enterprise SaaS subscription-based, priced via custom quotes tied to company size, seats, and module selection on annual billing cycles, augmented by a channel partner program (Programa de Parcerias) that resells to mid-market and SMB segments. Revenue mix is anchored by the core Recruitment and Selection module and increasingly diversified through cross-sold add-on modules including Admission, Training, Engagement, and Performance. Go-to-market combines direct enterprise field sales, inside sales for mid-market, partner channels, and self-service candidate-side acquisition, supported by a large content marketing engine (Blog do RH, Gupy Academy, Gupy Comunidade) and the annual HR4Results event drawing 23,000+ HR professionals.\n\nThe company was founded in São Paulo in 2015 by Mariana Dias (CEO) and three co-founders. Gupy executed an aggressive inorganic growth strategy from 2021-2023, acquiring Niduu (training, 2021), Kenoby (main R&S competitor, 2022), and Pulses (climate/engagement, 2023), and raised a R$500 million (~\$93M USD) Series B in February 2022 led by SoftBank Latin America and Riverwood Capital at a R$1 billion post-money valuation - the largest HR tech investment in Latin America. The platform operates under Brazilian entity Gupy Tecnologia em Recrutamento, complies with LGPD and ISO 27001, and remains a privately held, venture-backed company with 750+ employees on a remote-first model.
Gupy firmographics
Firmographics- Name
- Gupy
- Legal name
- Gupy Tecnologia em Recrutamento
- Website
- https://gupy.io
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Gupy is a Brazilian HR technology company operating an AI-powered SaaS platform that unifies recruitment, onboarding, training, engagement, and performance management, serving 4,000+ enterprise and mid-market clients with a 36-million-user candidate network.
- Ownership category
- akta.pro rank
Gupy industry classification
Industry- Product category
- Human Resources Technology Software
- NAICS
- Computer Systems Design Services (541512), Other Computer Related Services (541519)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Talent Acquisition (Recruiting) & Applicant Tracking (ATS) (BPACAPAD)
- akta.pro secondary industry
- Tools & Platforms Training (Jira, Azure DevOps, MS Project, Smartsheet, etc.) (EDABAHAH)
Keywords
Where Gupy is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Gupy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription - Recruitment & Selection: Annual or multi-year subscription model for the core ATS platform, charging companies per seat or per vacancy based on usage tiers. Pricing varies by company size and feature requirements.
- SaaS Subscription - Additional Modules: Additional revenue from add-on modules including Admission, Training, Engagement, and Performance solutions, sold as separate modules or integrated ecosystem packages.
- Partner Commissions: Revenue generated through channel partner referrals, where partners earn commissions for each closed contract brought to Gupy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier with full ecosystem access |
| Subscription | Annual | Mid-market tier with core modules |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels12 records
Gupy product offering
Product offeringCore offering
Gupy provides an AI-powered HR technology ecosystem that manages the entire employee lifecycle from recruitment through performance evaluation. The platform offers five core modules: Recruitment & Selection with AI candidate matching, digital Admission with OCR document validation, Corporate Education with AI-generated training content, Climate & Engagement with turnover prediction, and Performance & Development with 360-degree evaluations. The platform serves over 4,000 companies in Brazil with specialized AI Agents powering automation across all HR functions.
Product overview
Gupy is Brazil's leading HR technology platform offering a comprehensive ecosystem of interconnected solutions spanning the entire employee lifecycle. The platform consists of five core products: Gupy Recrutamento e Seleção (AI-powered recruitment and hiring), Gupy Admissão (digital onboarding), Gupy Educação Corporativa (corporate training with AI content creation), Gupy Clima e Engajamento (engagement surveys and turnover prediction), and Gupy Performance e Desenvolvimento (performance management). These are unified by the Central de Carreiras hub and powered by specialized AI Agents. The ecosystem is reinforced through strategic acquisitions including Kenoby (R&S competitor), Niduu (corporate training), and Pulses (engagement/climate), making it the most comprehensive HR technology suite in the Brazilian market serving over 4,000 companies with AI-driven insights from attraction through employee development.
Differentiator
Problem solved
Functional benefit
Products and services
- Gupy Recrutamento e Seleção AI-powered recruitment and selection platform enabling companies to attract, screen, and hire candidates with intelligence and speed. Features AI Agents for candidate matching, WhatsApp application, behavioral profiling, and diversity modules. Serves as the flagship product with the second largest talent database in Brazil.
- Gupy Admissão Digital onboarding platform that accelerates employee admission by up to 50% with document validation in 120 minutes using OCR technology. Centralizes processes, eliminates rework, and delivers 85% satisfaction rate from candidates.
- Gupy Educação Corporativa
Quantifiable outcome
- 40% reduction in vacancy closing time
- +10 more outcomes
Companies that use Gupy
Customer profileNamed customers24 records
Segments4 records
Ideal customer profiles2 records
Gupy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability9 records
Feature8 records
Gupy partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- EndeavorcoreGupy is supported by Endeavor, with CEO Mariana Dias serving as a board member. Endeavor provides mentorship, networking, and support for high-impact entrepreneurs.
- WayraminorTelefónica's startup accelerator program that supported Gupy's early growth.
- Google for StartupsminorGupy was a resident at Google Campus, receiving support from Google's startup ecosystem.
- Channel Partners (Programa de Parcerias)coreGupy's partner program where certified partners resell the platform, receive commissions for closed deals, personalized landing pages, event access, and training certification.
Scale indicators19 records
Recent moves9 records
Expansion highlights6 records
Gupy competitors and assessment
Company assessmentDirect peers
- Kenoby: Was Gupy's primary competitor in Brazilian recruitment and selection before being acquired by Gupy in February 2022. Now operates as a wholly-owned subsidiary with retained brand — directly comparable on product (ATS) and customer base (Brazilian enterprises).
- Greenhouse: Leading US-based ATS platform focused on structured hiring and recruiting analytics. Direct functional peer to Gupy's R&S module for enterprise customers evaluating modern, data-driven applicant tracking systems.
- Workable: Global ATS and recruiting platform with strong SMB/mid-market positioning. Comparable AI-powered candidate sourcing and screening capabilities and a similar subscription SaaS model targeting growing companies.
- SmartRecruiters: Enterprise-grade talent acquisition suite covering sourcing, CRM, ATS, and onboarding. Closest global peer to Gupy's R&S module in terms of enterprise target segment and end-to-end hiring workflow coverage.
- iCIMS: Large enterprise talent acquisition platform with ATS, CRM, and candidate engagement modules. Comparable to Gupy in serving enterprise hiring volumes and offering a broad hiring ecosystem rather than point solutions.
- Lever: Combined ATS + CRM platform focused on talent acquisition teams. Comparable product architecture and mid-market/enterprise go-to-market motion to Gupy's R&S offering.
- Solides: Brazilian HR tech platform offering recruitment, selection, and people analytics — a direct domestic competitor to Gupy in the Brazilian SMB and mid-market segment.
Broad incumbents
- Workday: Global enterprise HCM cloud platform covering HR, payroll, talent, and analytics. Competes with Gupy at the high end for large multinational accounts that require global HR consolidation, but does not specialize in Brazil-first recruiting workflows.
- SAP SuccessFactors: Enterprise HCM suite from SAP covering core HR, talent management, and learning. Overlaps with Gupy's ecosystem in larger enterprise deals where SAP's installed base creates pull-through demand.
Emerging players
- BambooHR: Cloud HRIS targeting SMB and mid-market with employee records, onboarding, and basic ATS. Partial overlap with Gupy in the mid-market segment, but lacks the deep AI recruiting specialization that defines Gupy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Gupy social profiles
Digital presenceGupy compliance and trust
Trust signalCompliance5 records
Gupy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gupy leadership team
Management profileNumber of profiles
Profiles8 records
Gupy subsidiaries and ownership
Company hierarchySubsidiaries3 records
Gupy funding detail
Funding detailFunding overview
Funding rounds6 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gupy M&A and investment
M&A and investmentM&A3 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gupy
What does Gupy do?
Gupy provides an AI-powered HR technology ecosystem that manages the entire employee lifecycle from recruitment through performance evaluation. The platform offers five core modules: Recruitment & Selection with AI candidate matching, digital Admission with OCR document validation, Corporate Education with AI-generated training content, Climate & Engagement with turnover prediction, and Performance & Development with 360-degree evaluations. The platform serves over 4,000 companies in Brazil with specialized AI Agents powering automation across all HR functions.
Is Gupy a public or private company?
Gupy is a private company. It is classified as venture growth investor backed and is currently operating.
When was Gupy founded?
Gupy was founded in 2015. It employs 501 to 1,000 people.
Where is Gupy based?
Gupy is headquartered in São Paulo, Brazil, in the Latin America region.
How does Gupy make money?
Three revenue lines are on record. SaaS Subscription - Recruitment & Selection is the primary driver. The others are saaS Subscription - Additional Modules and partner Commissions.
Who are Gupy's main competitors?
Direct peers on record are Kenoby, Greenhouse, Workable, SmartRecruiters, iCIMS, Lever and Solides. Broad incumbents are Workday and SAP SuccessFactors. BambooHR is listed as an emerging player.
Does Gupy have an API?
No public API is recorded for Gupy.
What industry is Gupy in?
Gupy's product category is Human Resources Technology Software. Its primary akta.pro industry code is BPACAPAD, Talent Acquisition (Recruiting) & Applicant Tracking (ATS), with a secondary code of EDABAHAH, Tools & Platforms Training (Jira, Azure DevOps, MS Project, Smartsheet, etc.). Its NAICS code is 541512 and its SIC code is 7372.