Amparo

What Amparo does

Amparo is a Brazilian B2B SaaS startup headquartered in São Paulo that provides a white-label post-loss support platform to operators in the death care industry — funeral homes (funerárias), cemeteries, crematoriums, crematórios, and funeral plan operators — as well as insurance companies offering life and funeral assistance products. The platform is built on three core pillars: Central de Cadastros, which uses AI-powered document extraction to automate the capture of data from death certificates and IDs and distribute it to partner systems via API; Assistente no WhatsApp, a 24/7 AI-driven WhatsApp concierge that engages bereaved families for 30+ days post-loss using natural language processing and generates personalized Care Guide PDFs; and Produtos Financeiros, which facilitates access to benefits such as INSS pension advances, life insurance payouts, FGTS withdrawals, and flight refunds. Underlying AI capabilities span computer vision, NLP, generative AI, knowledge retrieval, and process automation, delivered through integrations with Google Cloud AI, OpenAI/Anthropic, and the WhatsApp Business API.

The company monetizes primarily through B2B SaaS subscriptions priced on a custom basis tied to number of lives covered, deaths per period, and scope of contracted services (with pre-paid or post-paid billing and minimum commitments), supplemented by fees on intermediated financial products and transaction fees on flower wreath payments processed via the platform. Distribution is executed through direct enterprise field sales targeting death care operators across Brazil, with white-label onboarding supported by API integrations into partner ERP/CRM systems or simpler Google Sheets connections. Amparo also operates an internal Control Panel providing partners with real-time dashboards on family engagement and outcomes. The company was founded by Matheus Drummond and closed a US$ 1 million pre-seed round in June 2024 co-led by Canary and QED Investors, and remains in an early commercial stage with 1–10 employees and nationwide Brazilian operations.

The company's strategic positioning combines a verticalized SaaS layer for an underserved and fragmented Brazilian industry with a financial product intermediation model that aligns the platform's revenue with the family's downstream access to entitled benefits. This dual revenue stream — recurring subscription plus transactional intermediation — combined with the white-label distribution model and WhatsApp-first engagement, is the core commercial architecture underpinning Amparo's go-to-market.

Name

Amparo

Legal name

Amparo Tecnologia Ltda

Website

https://amparo.com.vc

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Amparo is a São Paulo-based B2B SaaS company that provides a white-label post-loss support platform to Brazilian death care operators (funeral homes, cemeteries, crematoriums, and funeral plan operators), using AI-powered document extraction and WhatsApp-based family engagement to help bereaved families navigate post-death bureaucratic and financial processes.

Ownership category

akta.pro rank

Product category

Death Care Software

NAICS

Trusts, Estates, and Agency Accounts (52592)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

BaaS Platforms & Sponsor Bank Enablement (FSAGALAA)

Keywords

• Death care software
• Post-loss support
• Bereavement platform
• Funeral home SaaS
• Grief management

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. B2B SaaS Subscription (Plataforma): Monthly or annual subscription model where death care companies (funerary services, cemeteries, crematoriums, funeral plan operators) pay for access to the platform to serve their clients. Pricing varies by number of lives covered, number of deaths, and scope of services. Pre-paid or post-paid options available.
2. Financial Product Intermediation: Amparo facilitates access to financial products including pension anticipation (INSS pension advances) and life insurance claim processing, providing infrastructure for families to receive funds faster. The platform connects families to financial services and may earn fees on these intermediated products.
3. Payment Processing (Coroas de Flores): For the flower shop integration module, the platform processes payments for flower wreaths with automatic split payments between the death care company and the platform, generating transaction fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Amparo provides a B2B SaaS platform for death care companies (funeral homes, cemeteries, crematoriums, funeral plan operators) and insurers that automates post-loss family support. The platform's three core pillars include Central de Cadastros (AI-powered registration and document reading), Assistente no WhatsApp (24/7 WhatsApp-based family concierge providing financial and bureaucratic guidance), and Produtos Financeiros (pension anticipation and life insurance claim facilitation). It is deployed white-label so partner companies deliver the experience under their own brand.

Product overview

Amparo is a B2B SaaS platform for the death care industry (funeral homes, cemeteries, crematoriums, funeral plan operators, insurers) that offers a white-label platform with three core pillars: (1) Central de Cadastros for automated registration and document reading, (2) Assistent no WhatsApp for 24/7 AI-powered family support via WhatsApp, and (3) Produtos Financeiros for financial credit products. The platform uses AI for document extraction, natural language processing for family conversations, and generates personalized Care Guides. Additional modules include a Control Panel for business analytics and development-stage pension and life insurance anticipation products.

Differentiator

Problem solved

Functional benefit

Products and services

• Assistente no WhatsApp (WhatsApp Assistant) 24/7 personalized concierge service that contacts bereaved families via WhatsApp to provide financial guidance, map rights and benefits, and create customized Care Guides for death care company partners and the families they serve.
• Central de Cadastros Registration center with intelligent forms and automatic document reading that enables up to 3x faster registration by automatically extracting data from documents and sending it to Partner systems via API.
• Produtos Financeiros (Financial Products) Financial credit products for bereaved families including INSS pension anticipation, life insurance value advancement, and support for debt resolution and inventory organization, delivered through partner funeral homes and insurers.

Quantifiable outcome

• Registrations up to 3x faster with automatic document extraction
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability8 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Meta / WhatsAppcoreTechnology or IntegrationWhatsApp Business API provider for the messaging platform. Amparo operates WhatsApp Business Accounts (WABA) in white-label mode on behalf of death care company partners. Also provides Meta Pixel for audience tracking.
• Google (AI/Cloud)coreTechnology or IntegrationAI provider for document extraction, image processing, and natural language processing services within the platform.
• OpenAI / AnthropiccoreTechnology or IntegrationAI providers used for natural language processing, language generation for WhatsApp interactions, and other AI-powered features.
• Death Care Companies (Funerárias, Cemitérios, Crematórios)coreStrategic or Co-development PartnerCore B2B clients who contract the platform to provide post-loss support to their customers. Includes funeral homes, cemeteries, crematoriums, and funeral plan operators. Partnerships established with Brazilian and international companies according to news source.
• Floriculturas e Operadores LogísticosminorChannel Partner/ Reseller/ DistributorFlower shops and logistics operators that fulfill wreath delivery orders processed through the platform's flower shop module.
• Payment ProcessorcoreTechnology or IntegrationThird-party payment processor for handling credit card and PIX transactions, including split payments between partners and the platform. Operates in compliance with Banco Central do Brasil regulations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cake: End-of-life planning platform offering pre-planning tools, family support, and content - directly comparable in combining death care industry focus with consumer-facing family support.
• Everdays: Death care engagement platform connecting families with funeral homes and providing grief support - directly comparable in B2B SaaS for death care with a strong family engagement orientation.
• FrontRunner Professional: Funeral home technology provider offering websites, marketing, and management software to funeral professionals - directly comparable B2B SaaS serving the same customer base.
• Passare: US-based funeral home SaaS platform providing case management, planning, and family engagement tools to funeral directors - a directly comparable B2B vertical SaaS for the death care industry.
• Tribute Technology: Funeral home technology platform providing websites, marketing, and case management software - directly comparable vertical SaaS serving funeral professionals.

Broad incumbents

• Batesville: Provider of funeral products (caskets, urns) and technology solutions to the death care industry - established incumbent offering adjacent services to Amparo's target market.
• Foundation Partners Group: Major US funeral services and cemetery operator - potential large customer for Amparo-style technology or competitive threat through in-house solutions and acquisitions.
• Service Corporation International: Largest funeral services and cemetery operator in North America - represents the established incumbent that Amparo's B2B platform ultimately serves and a potential competitor if it builds internal technology.
• StoneMor: Funeral services and cemetery operator with a national footprint - comparable broad incumbent that represents both a potential customer segment and a competitive risk.

Emerging players

• Empathy: Bereavement support platform helping families navigate end-of-life logistics and grief - comparable family-support focus, though primarily consumer-facing and US-focused rather than B2B white-label.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

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 Amparo