Guru
Guru is a São Paulo-based mobile fintech offering commission-free B3 trading and automated ETF portfolios to young Brazilian retail investors, with 700,000+ users and execution routed through Genial Investimentos.
- Company typePrivate
- Founded2019
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Guru does
Guru is a Brazilian fintech startup founded in 2019 and headquartered in São Paulo that operates a mobile-first, commission-free investment platform targeting young retail investors. The Guru App is available on iOS and Android and enables users to trade stocks, FIIs (real estate funds), BDRs, and ETFs on the B3 Brazilian stock exchange without brokerage commissions, minimum deposits, or technical barriers, with trade execution routed through a partnership with Genial Investimentos and custody at B3. The platform's core differentiation is consumer-grade UX and zero-cost execution in a market historically dominated by commission-based brokerages with complex interfaces.
The company's product surface extends beyond execution into adjacent tools. Carteira Inteligente is an automated ETF-based portfolio service that allocates across 10 risk tiers from defensive to aggressive, with automatic rebalancing and onboarding of 20,000+ subscribers. The Simulador de Investimentos (Investment Simulator) provides scenario modeling against CDI and Ibovespa benchmarks, and Guru Flow is a weekly newsletter delivering market analysis and educational content. The platform supports multi-brokerage portfolio tracking, allowing users to consolidate holdings across institutions.
Guru's business model relies primarily on interest earned on cash balances held in user accounts, payment for order flow routed through Genial Investimentos, and premium features such as Carteira Inteligente. The company has scaled to 700,000+ registered investors and R$ 100M+ cumulative traded volume, backed by approximately R$ 18.6M (~$7.2M USD) in disclosed funding from Turim MFO, Discovery Ventures, Norte Ventures, Quona Capital, MSA Capital, Airborne Ventures, Picus Capital, and Google for Startups.
Guru firmographics
Firmographics- Name
- Guru
- Legal name
- Guru Desenvolvimento de Software Ltda.
- Website
- https://guru.com.vc
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Guru is a São Paulo-based mobile fintech offering commission-free B3 trading and automated ETF portfolios to young Brazilian retail investors, with 700,000+ users and execution routed through Genial Investimentos.
- Ownership category
- akta.pro rank
Guru industry classification
Industry- Product category
- Retail Investment Platform
- NAICS
- Portfolio Management and Investment Advice (52394)
- SIC
- Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where Guru is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
Guru business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Interest on Cash Balances: Revenue generated from interest earned on cash held in user accounts. Users maintain cash balances for trading, which generates interest income for the company.
- Payment for Order Flow: Payment from brokerages for routing user trade orders. Partner brokerage Genial Investimentos intermediates trades and may share revenue from order flow.
- Premium Subscription Services: Potential premium features and services within the app ecosystem. The app is free to download and use, with monetization through enhanced features.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free trading platform with zero brokerage fees |
| Subscription | Monthly | Carteira Inteligente (Intelligent Portfolio) with risk-based tiers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Guru product offering
Product offeringCore offering
Guru operates a mobile-first investment app for Brazilian retail investors, providing commission-free trading of stocks, FIIs, BDRs, and ETFs on B3 alongside an automated ETF-based portfolio product (Carteira Inteligente), real-time market data, multi-brokerage portfolio tracking, and an investment simulator. Trade execution and custody are provided through a regulated brokerage partnership with Genial Investimentos and B3, while Guru acts as the consumer-facing technology and product layer.
Product overview
Guru offers a unified mobile investment platform centered on the Guru App, which provides commission-free trading of stocks, FIIs, BDRs, and ETFs on the B3 Brazilian stock exchange. The platform is complemented by the Carteira Inteligente (Smart Portfolio) feature for automated, diversified ETF-based investing based on user risk profiles, and the Simulador de Investimentos (Investment Simulator) for scenario modeling. Guru Flow delivers weekly market analysis newsletters. All investments are executed through partnership with Genial Investimentos and custodied at B3. The company positions itself as a technology provider rather than a brokerage, enabling accessible investing for the Brazilian mass market.
Differentiator
Problem solved
Functional benefit
Brands
- Carteira Inteligente: Automated investment portfolio service that suggests investments based on user profile and automates the investment experience
- Guru Flow
Products and services
- Guru App Mobile application providing commission-free trading of stocks, FIIs, BDRs, and ETFs on the B3 Brazilian stock exchange, with real-time market data, multi-brokerage portfolio tracking, and zero minimum deposit for Brazilian retail investors.
- Carteira Inteligente (Smart Portfolio) Automated investment portfolio service that suggests and manages diversified ETF-based investments across 10 risk levels (from 90% fixed income to 90% variable income), designed for Brazilian retail investors who want hands-off, long-term wealth building.
- Simulador de Investimentos (Investment Simulator) Web-based investment simulation tool that lets Brazilian users model investment scenarios using initial capital, recurring contributions, and time horizon inputs, projecting returns against Brazilian CDI and Ibovespa benchmarks.
Quantifiable outcome
- Over 700,000 investors using the platform
- +3 more outcomes
Companies that use Guru
Customer profileSegments3 records
Ideal customer profiles2 records
Guru technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Guru partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Genial InvestimentoscoreGenial Investimentos S.A. provides brokerage services for Guru users. The company holds customer deposits at Banco Genial S.A. and intermediates all trades executed through the Guru platform. B3 provides investment custody.
- B3 (Brazilian Stock Exchange)coreB3 is the Brazilian stock exchange that provides custody for all investments made through the platform. Trade settlement occurs within 2 business days through B3 infrastructure.
- Ideal CTVMminorIdeal CTVM is a brokerage firm mentioned on the Guru website as a homologated broker partner for trading services on the B3 exchange.
Scale indicators6 records
Recent moves4 records
Expansion highlights5 records
Guru competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Customer concentration
Guru social profiles
Digital presenceGuru financial estimates
Financial estimateRevenue estimate
Valuation estimate
Guru leadership team
Management profileNumber of profiles
Profiles3 records
Guru funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Guru M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Guru
What does Guru do?
Guru operates a mobile-first investment app for Brazilian retail investors, providing commission-free trading of stocks, FIIs, BDRs, and ETFs on B3 alongside an automated ETF-based portfolio product (Carteira Inteligente), real-time market data, multi-brokerage portfolio tracking, and an investment simulator. Trade execution and custody are provided through a regulated brokerage partnership with Genial Investimentos and B3, while Guru acts as the consumer-facing technology and product layer.
Is Guru a public or private company?
Guru is a private company. It is classified as venture growth investor backed and is currently operating.
When was Guru founded?
Guru was founded in 2019. It employs 11 to 50 people.
Where is Guru based?
Guru is headquartered in São Paulo, Brazil, in the Latin America region.
How does Guru make money?
Three revenue lines are on record. Interest on Cash Balances are the primary driver. The others are payment for Order Flow and premium Subscription Services.
Does Guru have an API?
No public API is recorded for Guru.
What industry is Guru in?
Guru's product category is Retail Investment Platform. Its primary akta.pro industry code is FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 52394 and its SIC code is 6200.