Grupo Zelo

What Grupo Zelo does

Grupo Zelo (legal entity: Companhia Brasileira de Planos Funerários S/A) is the largest funeral assistance provider in Brazil, operating a vertically integrated funeral services platform that combines prepaid subscription plans with owned physical infrastructure. The company serves more than 4 million associates across 14 Brazilian states plus the Federal District, with operational coverage in over 2,000 cities. Its service mix spans individual and family funeral plans (Zelo Total / Zelo Prime), corporate plans (Zelo Empresas, minimum 5 lives), pet funeral plans (Zelo Pet), standalone funeral services for non-plan holders, virtual wake streaming (Velório Online), cemetery grave plots across 13 company-administered cemeteries, and the Du benefits club providing discounts at 4,000+ partner establishments.

The company generates revenue through three primary streams: recurring monthly subscription fees from prepaid funeral plans (entry tier Zelo Total priced at R$44.90/month with optional cremation add-on at ~R$10/month); one-time payments from individual funeral services for non-plan holders (transport, thanatopraxy, ceremony, ornamentation, burial, cremation); and ancillary retention value from the Du benefits ecosystem. Distribution is sales-led via phone (0800 314 8000), WhatsApp, website, and in-person at 300+ own funeral home units, supplemented by a partner network of nearly 6,000 funeral homes nationwide. Supporting infrastructure includes 800+ vehicles and proprietary technology such as cemetery management systems, online wake streaming, and a grave locator application. Operational throughput is approximately 3,500 funerals per month, with a reported NPS of 81% and headcount of roughly 3,000 collaborators. The company has raised approximately $66.5M across two disclosed rounds in 2020 and 2021, both led by Crescera Capital.

Name

Grupo Zelo

Legal name

Companhia Brasileira de Planos Funerários S/A

Website

https://grupozelo.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Grupo Zelo is Brazil's largest funeral assistance provider, offering prepaid subscription plans, owned cemetery infrastructure (13 cemeteries, 300+ funeral homes), and 24-hour funeral services to over 4 million associates across 14 states.

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Luzia

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Funeral Plans (Monthly Subscriptions): Monthly subscription-based funeral plans offering coverage for funeral services, cemetery plots, cremation, and related services. Plans include Zelo Total (family), Zelo Prime (premium with exclusive consultant), Zelo Empresas (corporate), and Zelo Pet (pet funeral). Revenue is generated through recurring monthly payments with optional additional services.
2. Individual Funeral Services: Funeral services provided to non-plan holders including transportation, thanatopraxia, ceremony, ornamentation, burial and cremation services
3. Du Benefits Club: Free exclusive benefits club for customers providing discounts at 4,000+ partner stores, telemedicine, teleconsultation, generating value through customer retention and upselling

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Grupo Zelo provides prepaid funeral plans and end-of-life services to Brazilian families and corporate clients. The company operates 300+ own funeral home units and 13 cemeteries across 14 Brazilian states plus the Federal District, delivering services including body transportation, thanatopraxy, ornamentation, burial, cremation, virtual wake streaming (Velório Online), and grave plot sales, supported by 800+ vehicles and a partner network of nearly 6,000 funeral homes.

Product overview

Grupo Zelo operates as a comprehensive funeral services ecosystem offering a portfolio of interconnected products and services. The core offerings include individual/family funeral plans (Zelo Para Você), premium plans with dedicated consultants (Zelo Prime), corporate plans (Zelo Para Sua Empresa), and pet funeral plans (Zelo Para Seu Pet). These plans are supported by the company's owned infrastructure comprising over 300 funeral home units and 13 cemeteries across Brazil. Additional services include Velório Online for virtual attendance at ceremonies, the Du benefits club providing discounts at partner retailers, and traditional funeral services including transportation, thanatopraxy, ceremonies, burial, and cremation. The company serves over 4 million customers with national coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Zelo Total: Funeral plan offering coverage for individuals and families with up to 14 dependents.
• Zelo Prime
• Zelo Empresas
• Zelo Pet
• Du
• Velório Online

Products and services

• Zelo Para Você Individual and family prepaid funeral plan providing coverage for funeral services including transportation, preparation, ceremony, burial, and cremation options with national coverage for up to 14 dependents and no age limit for enrollment.
• Zelo Prime Premium funeral plan with an exclusive personal consultant, 24-hour specialized team, priority service, and comprehensive family coverage nationwide.
• Zelo Para Sua Empresa Corporate funeral assistance plans offering complete and personalized coverage for employees of companies, unions, and associations, with customizable options starting from 5 lives and extension of benefits to family members.
• Zelo Para Seu Pet Pet funeral plan covering up to 3 pets per plan with services including 24-hour animal removal, memorial ceremonies, and ecological cremation.
• Funerárias do Grupo Zelo Funeral home services with infrastructure in over 300 own units across more than 2,000 cities, providing 24-hour humanized service for plan members and private clients.
• Cemitérios do Grupo Zelo Cemetery services across 13 company-administered cemeteries in Brazil, offering niches, chapels, ornamentation, cremation facilities, and individual and family grave plots.
• Velório Online Virtual wake service allowing family members and friends to participate remotely in memorial ceremonies through online streaming and virtual attendance.
• Du - Clube de Benefícios Exclusive and free benefits club for Zelo customers offering discounts at over 4,000 partner establishments including pharmacies, pet shops, medical clinics, laboratories, and online stores, plus telemedicine and teleconsultation services.
• Serviços Funerários Complete funeral services including 24-hour assistance, documentation support, body transport (air/ground), thanatopraxy, memorial halls, ornamentation, and ceremonial services for both plan holders and private customers.
• Jazigo Grupo Zelo Grave plot sales in company cemeteries, offering individual and family units in 12 cemeteries throughout Brazil with permanent dignified space for tributes.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Du Benefits Partners (4,000+ brands)coreGTM or Marketing PartnerExclusive benefits club for Grupo Zelo customers offering discounts at over 4,000 partner stores across Brazil including pharmacies, pet shops, clinics, laboratories, gas stations, gyms, online stores. Partners include Araujo, major retailers, and various brands in retail, health, and services sectors.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Carriage Services: US provider of funeral and cemetery services with both owned operations and a decentralized partnership model reminiscent of Grupo Zelo's 6,000-strong partner funeral home network.
• Park Lawn Corporation: Canadian funeral, cemetery, and cremation operator with a growth-by-acquisition model. Comparable as a publicly traded consolidator of regional death-care assets.
• Service Corporation International: The largest funeral services, cemetery, and cremation operator in North America with ~1,700 locations and a similar mix of prepaid funeral plans, owned cemeteries, and crematoriums. Closest global comparable for Grupo Zelo's vertically integrated, subscription-anchored model.
• Dignity plc: Leading UK funeral plan provider and funeral home operator with a similar prepaid-plan-plus-owned-locations business model. Provides a benchmark for plan-to-service conversion economics and recurring revenue durability.
• StoneMor Partners: US-based owner and operator of cemeteries and funeral homes with a meaningful prepaid merchandise and services segment. Directly comparable on the cemetery-anchored segment of Grupo Zelo's portfolio.
• Foundation Partners Group: US-based, PE-backed funeral home and cemetery operator. Highly relevant peer given its private-equity ownership structure and focus on operating decentralized funeral brands under a centralized platform.
• InvoCare: Largest funeral services company in Australia, operating funeral homes, cemeteries, and crematoria with a prepaid product portfolio. Comparable in scale, geographic breadth, and product mix.
• Propel Funeral Partners: Australian roll-up of funeral homes and crematoria operating a multi-brand, multi-location model. Provides a peer benchmark for multi-state funeral consolidation strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@GrupoZeloBR
• Facebookfacebook.com/grupozelobr
• LinkedInlinkedin.com/company/grupozelo
• Instagraminstagram.com/grupozelobr

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries14 records

Funding overview

Funding rounds2 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Grupo Zelo