Gupy

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.

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

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

• HR technology platform
• Talent acquisition software
• Recruitment automation
• Employee onboarding software
• Corporate training platform

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. Partner Commissions: Revenue generated through channel partner referrals, where partners earn commissions for each closed contract brought to Gupy.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels12 records

Core 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

Named customers24 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• EndeavorcoreStrategic or Co-development PartnerGupy is supported by Endeavor, with CEO Mariana Dias serving as a board member. Endeavor provides mentorship, networking, and support for high-impact entrepreneurs.
• WayraminorStrategic or Co-development PartnerTelefónica's startup accelerator program that supported Gupy's early growth.
• Google for StartupsminorStrategic or Co-development PartnerGupy was a resident at Google Campus, receiving support from Google's startup ecosystem.
• Channel Partners (Programa de Parcerias)coreChannel Partner/ Reseller/ DistributorGupy'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

Direct 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

• YouTubeyoutube.com/@canaldagupy
• LinkedInlinkedin.com/company/gupy
• Instagraminstagram.com/gupy_
• Facebookfacebook.com/peoplegupy

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds6 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gupy