MarketUP

What MarketUP does

MarketUP, operated by Nuvemsis Participações S.A., is a São Paulo-based cloud ERP SaaS targeting Brazilian micro and small businesses (MEIs, Simples Nacional, and growing Lucro Real/Presumido companies). The platform unifies point-of-sale (PDV/Frente de Caixa), inventory and procurement, financial management with cash flow and DRE, integrated e-commerce, and — most distinctively — electronic fiscal document issuance across NF-e (national), NFS-e (640+ municipalities), NFC-e (retail), and SAT (São Paulo), with SEFAZ-integrated compliance built in. Infrastructure is AWS-hosted with daily encrypted backups, mobile apps for iOS/Android, and a dedicated MarketUP Serviços NFSe mobile application for service providers launched in May 2023.

The business model is freemium-led with self-serve sign-up and a layered upsell structure: a free core ERP, MarketUP+ at R$120–150/month for multi-store and advanced fiscal regimes, MarketUP Ultra at R$999/month with dedicated consulting and included e-CNPJ certificate, plus a UP.Store of modular add-ons (PDV+, Marketplace+, Delivery+, Anúncio Zero, Arquivo+, Suporte Premium, and digital certificate resale via BRY). Distribution combines a digital-first PLG funnel with the SEBRAE Conecta referral partnership established in 2022, under which SEBRAE officially recommends MarketUP to Brazil's national network of micro and small businesses. Integrated features include Open Finance bank reconciliation, PIX/TEF payments, an embedded PJ digital account, and WhatsApp/WhatsApp Business commerce hooks.

At scale, the platform claims over 1 million lifetime companies served, R$750M+ in monthly transaction volume, 190,000+ daily consumer transactions, and 60,000+ daily fiscal documents issued. The company is privately held with no disclosed external institutional investors beyond the 2015 seed and 2019 InovaBRA-led Series A (~$9.5M combined). Recognition includes the SEBRAE recommendation, RA1000 from Reclame Aqui, 100 Open Startups, and Cubo 2025. Founder-CEO Carlos Azevedo leads a co-founding group that includes Romero Rodrigues, CTO Alexandre Parpinelli, and Helio Rotenberg, with Rodrigo Moreno as Director of Business.

Name

MarketUP

Legal name

Nuvemsis Participações S.A.

Website

https://marketup.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

MarketUP is a São Paulo-based cloud ERP SaaS for Brazilian micro and small businesses, offering free and tiered paid subscriptions covering PDV, inventory, financial management, integrated e-commerce, and electronic fiscal document issuance (NF-e, NFS-e, NFC-e, SAT) across 640+ municipalities.

Ownership category

akta.pro rank

Product category

Cloud ERP / Business Management Software

NAICS

Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Distribution & Wholesale ERP (Inventory, Order, Warehouse) (HDAEAEAC)

akta.pro secondary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Cloud ERP software
• Small business management
• Fiscal invoicing platform
• Point-of-sale system
• Integrated e-commerce

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Freemium Core Platform: Free tier providing unlimited use of core ERP features including fiscal document issuance, inventory management, sales, and basic financial controls. Generates large user base and brand awareness; conversion opportunity to paid tiers.
2. MarketUP+ Subscription: Paid tier at R$120-R$150/month unlocking multi-store management, ad-free experience, premium phone/WhatsApp support, and automatic fiscal document forwarding to accountants. Targets growing SMEs migrating from Simples Nacional to Lucro Real/Presumido.
3. MarketUP Ultra Subscription: Premium tier at R$999/month including e-CNPJ A1 certificate, dedicated technical consultant, 3 MarketUP+ licenses, remote training, and in-person consultation (São Paulo). Represents full-service, high-touch offering.
4. Add-on Subscriptions (UP.Store): Individual paid add-ons: Anúncio Zero (remove ads), Arquivo+ (unlimited XML storage), Marketplace+ (marketplace sync), Delivery+ (delivery app integration), Suporte Premium (priority support), Digital Certificate.
5. MarketUP Serviços NFSe App: Mobile app Light tier (free) and Premium tier at R$49.99/month with pre-configured digital certificate, custom branding, and future CPF/CNPJ lookup and DAS query features.
6. Digital Certificate (e-CNPJ A1) Resale: Resells e-CNPJ A1 digital certificates via BRY certificadora partnership through UP.Store, with automated installation and download within the MarketUP platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

MarketUP operates a cloud-based ERP platform (SaaS) for Brazilian micro and small businesses (MEIs and PMEs), offering point-of-sale (PDV), inventory management, electronic fiscal document issuance (NF-e, NFS-e, NFC-e, SAT), financial management with PIX and Open Finance integration, and an integrated virtual store (e-commerce). The platform is offered via a freemium model with paid subscription tiers (MarketUP+ and MarketUP ULTRA) and is officially recommended by SEBRAE since 2022.

Product overview

MarketUP is a cloud-based ERP platform for Brazilian micro and small businesses (MEIs and PMEs) offering a unified platform with modular components. The core MarketUP platform (free tier) provides essential business management including PDV/Frente de Caixa for point-of-sale, inventory control, financial management, and fiscal document issuance (NF-e, NFC-e). Paid tiers include MarketUP+ (starting R$120/month) for multi-store operations and MarketUP ULTRA (R$999/month) with dedicated consulting. The ecosystem includes specialized mobile app (MarketUP Serviços NFSe), integrated e-commerce (Loja Virtual), and various add-on subscriptions (Marketplace+, Delivery+, Suporte Premium, Certificado Digital by Bry). The platform is recommended by SEBRAE and serves over 1 million businesses with 60,000+ daily fiscal documents issued.

Differentiator

Problem solved

Functional benefit

Products and services

• MarketUP Core ERP Platform Cloud-based ERP platform for Brazilian micro and small businesses (MEIs and PMEs) offering sales (PDV/Frente de Caixa), inventory control, financial management, fiscal document issuance (NF-e, NFS-e, NFC-e), and integrated e-commerce. Free tier with unlimited fiscal notes, products, and sales registrations.
• MarketUP+ Premium subscription tier (R$120-R$150/month) for medium-sized companies or those on Lucro Real/Presumido tax regimes. Includes multi-store control, ad-free experience, phone and WhatsApp support, and automatic invoice sending to accountants.
• MarketUP ULTRA Enterprise tier (R$999/month) for businesses needing specialized consulting. Includes an exclusive technical consultant, 3 MarketUP+ licenses, tool configuration (including fiscal setup), remote training, on-site visits (São Paulo only), and an e-CNPJ A1 digital certificate.
• MarketUP Serviços NFSe (Mobile App) Mobile application for service providers and freelancers to generate budgets, manage service orders, control accounts, and issue electronic service invoices (NFS-e) for over 640 municipalities. Available in Light (free with ads) and Premium (R$49.99/month) versions.
• Certificado Digital MarketUP by Bry Digital certificate (e-CNPJ A1) offered in partnership with BRY Tecnologia. Required for electronic fiscal document issuance (NF-e, NFC-e, NFS-e). Available with 12-month validity through automated installation on the MarketUP platform.

Quantifiable outcome

• Over 1 million companies have used the platform since inception
• +3 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature7 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• SEBRAEflagshipGTM or Marketing Partner · 1 January 2022MarketUP is the official SEBRAE-recommended ERP platform since 2022, integrated into the SEBRAE Conecta initiative. SEBRAE actively refers its national network of micro and small business clients to MarketUP, providing co-branded marketing pages and exclusive benefits for referred customers. This is MarketUP's primary GTM channel and brand credibility anchor.
• BRY Tecnologia S.A.coreTechnology or IntegrationBRY is the issuing certificadora for MarketUP's e-CNPJ A1 digital certificate product (branded 'Certificado Digital MarketUP by Bry'). BRY handles certificate issuance, automated installation, and voucher-based validation via video conference. The partnership enables MarketUP to resell digital certificates within its platform, adding a revenue stream and reducing friction for fiscal document emission.
• Amazon Web Services (AWS)coreTechnology or IntegrationMarketUP stores all customer data on Amazon Web Services infrastructure, with daily encrypted backups. AWS underpins the platform's cloud-based ERP delivery, reliability, and security commitments.
• Open Finance / Banking PartnerscoreTechnology or IntegrationMarketUP integrates with Brazil's Open Finance ecosystem for automatic bank reconciliation (OFX/CNAB import), enabling automatic balance and statement reconciliation across connected financial institutions. Part of the platform's financial management module.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Conta Azul: Conta Azul is a leading Brazilian SaaS financial management platform for small businesses and accountants, offering accounts receivable/payable, banking, and sales features — closely overlapping with MarketUP's financial management and fiscal compliance modules.
• Tiny ERP: Tiny ERP (Olist) is a Brazilian online management system focused on small businesses and e-commerce sellers, providing inventory control, order management, NF-e emission, and marketplace integrations — a direct comparator to MarketUP's core retail/PDV offering.
• Omie: Omie is a Brazilian cloud-based ERP and management platform targeted at small and medium businesses, offering financial management, sales, invoicing, and fiscal modules — directly competing with MarketUP's freemium ERP offering for the same SME segment in Brazil.
• Bling: Bling is a Brazilian cloud ERP for small retailers and online sellers, with inventory management, fiscal document emission (NF-e/NFC-e), and marketplace integrations — competing head-to-head with MarketUP in the SMB retail and e-commerce segment.

Broad incumbents

• PagSeguro / PagBank: PagSeguro is a major Brazilian payments acquirer and digital bank serving SMBs with POS, banking, and increasingly bundled management solutions — representing the embedded-fintech threat to standalone SMB SaaS players like MarketUP.
• Stone Co. Stone is a major Brazilian payments acquirer and banking/ERP platform for merchants, offering POS, banking, and increasingly integrated management software — a broad incumbent with the SMB distribution to potentially challenge MarketUP's market position.
• Linx: Linx (now under Stone Co.) is a major Brazilian enterprise retail technology platform offering ERP, POS, and omnichannel solutions to retailers of all sizes — a broader incumbent whose SMB-focused offerings overlap with MarketUP's PDV and inventory modules.

Emerging players

• Nuvemshop: Nuvemshop is a leading Latin American e-commerce SaaS platform for SMB merchants offering online store creation, payments, and shipping — overlapping with MarketUP's Loja Virtual module and competing for the same small Brazilian retailer customer.
• RD Station: RD Station is a Brazilian marketing and sales SaaS platform for SMBs, providing CRM, marketing automation, and lead management — addressing an adjacent part of the SMB tech stack that MarketUP customers also need.

Regional players

• QuickBooks (Intuit): Intuit's QuickBooks has a Brazilian-localized version offering SMB accounting and financial management, competing for the same small business financial management use case though with less deep local fiscal compliance than MarketUP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/MarketUPOficial/featured
• Facebookfacebook.com/MarketUP.Brasil
• LinkedInbr.linkedin.com/company/marketup.brasil
• Instagraminstagram.com/marketup
• Xx.com/marketup_brasil

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 MarketUP