Plano
Plano is a Brazilian fintech offering AI-augmented financial education and personal finance consulting to indebted consumers, corporate employees via a Financial Health Benefit, and banks/HR vendors through a White Label PFM platform, supported by a certified planner network trained through Plano Academy.
- Company typePrivate
- Founded2019
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Plano does
Plano is a Brazilian fintech founded in 2016 by Ricardo Hiraki Maila and headquartered on Avenida Paulista in São Paulo, focused on financial education and personal finance management for indebted and financially disorganized consumers. Its core offering combines a six-month bi-weekly human consulting program (delivered by certified Financial Educators via video calls) with an AI-augmented mobile application that provides a 24/7 financial educator chatbot, automated expense and merchant categorization, budget tracking, debt management, and personalized behavioral alerts. The mobile app, strengthened by the August 2024 acquisition of peer platform Otto, is distributed free on Google Play and the App Store.
Plano operates a multi-product, multi-channel business model spanning three customer segments. In B2C, it sells subscription-based individual consulting with custom pricing fitted to each client's budget. In B2B, it sells a "Benefício de Saúde Financeira" (Financial Health Benefit) enterprise product, reporting 50,000+ employees served and citing productivity loss data (78% productivity reduction, 3.4x higher anxiety) to position financial wellness as an HR priority. In B2B2C, it offers a White Label AI-powered PFM platform to banks, credit consignado providers, and HR/benefits software vendors, explicitly aligned with Banco Central Resolution 8 financial education compliance requirements. Plano Academy — a 20-hour, 4-week Google Meet training course — produces a network of 50+ certified Financial Planner partners who extend distribution and have billed R$10 million in aggregate to clients.
The company is privately held and pre-Series A, having raised a cumulative R$2.7 million in disclosed seed capital: R$500,000 from Bossanova Investimentos in April 2021 and R$2.2 million (first tranche of a R$4M target) in February 2024 from a nine-fund syndicate. FY2024 revenue is projected at R$3.5 million with a target user base above 300,000. The company claims 40,000+ individuals helped out of debt, 500+ active consulting clients, 100,000+ people attended historically, and 80%+ case resolution within the six-month consulting window. Headcount is reported in the 11–50 range, and revenue streams are diversified across subscriptions, licensing, and training fees.
Plano firmographics
Firmographics- Name
- Plano
- Legal name
- Plano
- Website
- https://planofp.com.br
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plano is a Brazilian fintech offering AI-augmented financial education and personal finance consulting to indebted consumers, corporate employees via a Financial Health Benefit, and banks/HR vendors through a White Label PFM platform, supported by a certified planner network trained through Plano Academy.
- Ownership category
- akta.pro rank
Plano industry classification
Industry- Product category
- Financial Education and Personal Finance Management
- NAICS
- Portfolio Management and Investment Advice (523940), Finance and Insurance (52)
- SIC
- Investment Advice (6282), Finance Services (6199)
- akta.pro primary industry
- Budgeting & Cash-Flow Management (FSAGADAA)
- akta.pro secondary industries
- Personal Financial Management & Budgeting (PFM) (FSAGAAAH), Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH), Financial Coaching & Budgeting Advisory (FSAEAAAH), Financial Planning Tools & Financial Coaching (Goal Setting, Apps, Advisors) (EDAAAJAN)
Keywords
Where Plano is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Plano business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Individual Financial Consultancy: Consultancy services for individuals seeking debt management, financial organization, and investment guidance. Pricing fits within client's budget with bi-weekly video call meetings over 6 months.
- White Label Licensing: White Label platform licensing to banks, financial institutions, HR benefits providers, and credit companies. Partners use Plano's AI platform to deliver financial education to their customers/employees, complying with Banco Central Resolution 8.
- Plano Academy Training: Training program to become a certified Financial Planner. Course includes practical client sessions and mentorship, with top performers becoming Plano partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual Consultancy - Custom pricing based on client budget |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Plano product offering
Product offeringCore offering
Plano sells financial education and personal finance management services to individuals (consulting subscriptions with bi-weekly video calls over a six-month program), to corporations (a Financial Health Benefit employee program), and to financial institutions and HR/benefits software vendors (an AI-powered White Label PFM platform). The offering is delivered through a combination of human Financial Educators, a free mobile app, and an AI-based 24/7 financial educator that personalizes budgeting, debt elimination, and investment guidance.
Product overview
Plano is a Brazilian fintech offering a multi-product financial education ecosystem. The core offering combines personal financial consulting with a free mobile app (App Plano, enhanced by the Otto acquisition) for expense and investment tracking. For enterprise clients, Plano provides a White Label AI-powered platform (PFM) for banks, credit unions, and HR departments, plus a Financial Health Benefit employee program. Plano Academy trains aspiring Financial Planners, creating a partner network that extends the company's reach. All offerings are unified by AI-powered personalization for financial education and behavior change.
Differentiator
Problem solved
Functional benefit
Brands
- Plano Academy: Training program for Financial Planners, teaching practical skills with real clients and offering partnership opportunities with Plano.
- Benefício de Saúde Financeira (Financial Health Benefit)
- Plataforma White Label
Quantifiable outcome
- 80%+ of cases resolved within 6 months
- +3 more outcomes
Companies that use Plano
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles3 records
Plano technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature3 records
Plano partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Otto (Acquisition/Merger)minorOtto, a financial education and planning platform, merged with Plano in August 2024. Otto app users were migrated to Plano's platform, combining both companies' resources and user base.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Plano competitors and assessment
Company assessmentDirect peers
- Origin: Financial wellness benefit platform for employers, providing financial planning, coaching, and education to employees. Directly comparable to Plano's Financial Health Benefit corporate offering.
- YNAB (You Need A Budget): Subscription-based budgeting and financial education app serving consumers seeking debt elimination and structured money management. Highly comparable business model to Plano's individual subscription consultancy.
- Organizze: Brazilian PFM platform focused on personal budgeting, expense categorization, and account aggregation. Closely overlaps Plano's individual financial-organization use case and target user in Brazil.
- GuiaBolso: Brazilian PFM app historically known for free budgeting and credit-score features, acquired by Brubank. Competes with Plano for Brazilian consumers seeking free personal finance tools and financial education.
- Mobills: Brazilian personal finance management app offering budgeting, expense tracking, and financial education to individuals. Direct competitor to Plano's consumer PFM and education proposition in the same Brazilian market.
- Brightside (Financial Finesse / Brightplan): Employer-sponsored financial wellness platform offering coaching, budgeting tools, and education. Overlaps with Plano's Financial Health Benefit and AI-driven guidance capabilities.
Broad incumbents
- Empower (Personal Capital): US-based PFM and wealth-management platform combining budgeting tools with investment advisory. Comparable to Plano's combined PFM-plus-advisory positioning, but at much larger scale and broader portfolio.
- Inter & Co: Brazilian digital bank offering super-app features including budgeting, investments, and credit. Overlaps with Plano's individual user base and is a candidate White Label partner given Banco Central Resolution 8 obligations.
- Nubank: Brazilian neobank embedding budgeting, financial education nudges, and consumer credit directly in its app. Competes with Plano at the consumer layer and is a potential White Label partner for B2B2C distribution.
Emerging players
- Dave: US fintech combining banking, budgeting, and financial education/advice aimed at underbanked consumers. Comparable positioning to Plano's debt-focused, education-led, mass-market consumer fintech model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Plano social profiles
Digital presencePlano financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plano leadership team
Management profileNumber of profiles
Profiles2 records
Plano subsidiaries and ownership
Company hierarchySubsidiaries1 record
Plano funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plano 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 Plano
What does Plano do?
Plano sells financial education and personal finance management services to individuals (consulting subscriptions with bi-weekly video calls over a six-month program), to corporations (a Financial Health Benefit employee program), and to financial institutions and HR/benefits software vendors (an AI-powered White Label PFM platform). The offering is delivered through a combination of human Financial Educators, a free mobile app, and an AI-based 24/7 financial educator that personalizes budgeting, debt elimination, and investment guidance.
Is Plano a public or private company?
Plano is a private company. It is classified as venture growth investor backed and is currently operating.
When was Plano founded?
Plano was founded in 2019. It employs 11 to 50 people.
Where is Plano based?
Plano is headquartered in São Paulo, Brazil, in the Latin America region.
How does Plano make money?
Three revenue lines are on record. Individual Financial Consultancy is the primary driver. The others are white Label Licensing and plano Academy Training.
Who are Plano's main competitors?
Direct peers on record are Origin, YNAB (You Need A Budget), Organizze, GuiaBolso, Mobills and Brightside (Financial Finesse / Brightplan). Broad incumbents are Empower (Personal Capital), Inter & Co and Nubank. Dave is listed as an emerging player.
Does Plano have an API?
No public API is recorded for Plano.
What industry is Plano in?
Plano's product category is Financial Education and Personal Finance Management. Its primary akta.pro industry code is FSAGADAA, Budgeting & Cash-Flow Management, with a secondary code of FSAGAAAH, Personal Financial Management & Budgeting (PFM). Its NAICS code is 523940 and its SIC code is 6282.