Abrace uma Causa

What Abrace uma Causa does

Abrace uma Causa Gestão e Serviço LTDA is a Brazilian social-technology company headquartered in São Paulo that operates a digital donation platform connecting corporations, civil society organisations (OSCs), and individual taxpayers for fundraising under multiple Brazilian tax-incentive frameworks, including IRPF personal income tax destination (up to 6%), IRPJ corporate incentives, Lei Rouanet (culture), Lei de Incentivo ao Esporte (sports), FIA (Child and Adolescent Fund), and Fundo do Idoso. Founded in 2016-2017 by Bruno Pessoa and partners including Mayara Cabeleira, the company pioneered the end-to-end digitalisation of IRPF donation processing in Brazil and has facilitated R$92 million in cumulative donations since inception, with 82.5% sourced from fiscal incentive mechanisms.

Its core technology is a proprietary donation platform featuring a Receita Federal-audited IRPF simulator, end-to-end encryption, digital mecenato receipt generation with digital signatures, customisable white-label landing pages, multi-payment-method integration (PIX, credit card, boleto, payroll deduction), pre-filled tax declaration integration, and Salesforce-compatible donor management. The product suite is tiered into three OSC subscription plans (Essencial at R$289/month, Profissional at R$349/month, Premium at R$650/month) plus a dedicated incentivised-donation module carrying a 10% Year-1 transaction fee and R$20,000 setup, with revenue augmented by social strategy consulting, a communication agency offering, corporate volunteer programmes, and the AbraceLab educational sub-brand.

Commercially, the company runs a hybrid go-to-market: direct enterprise field sales engaging large corporations such as BTG Pactual, Itaú, Claro, Roche, Votorantim, Porto, Grupo Simpar, Ambev, and Banco ABC; self-serve subscription platforms serving OSCs of all sizes; and a direct-to-consumer digital motion (doeseuir.abraceumacausa.com.br) targeting individual taxpayers during the second-semester IRPF campaign. Flagship long-term partnerships include Fundação OSESP, Orquestra Filarmônica de Minas Gerais, Theatro Municipal de São Paulo, Flamengo, and Instituto Baccarelli, with the platform hosting 60+ incentivised projects. The company operates with only 1-10 employees, suggesting a partner- and ecosystem-driven scale model rather than a headcount-heavy services business.

Name

Abrace uma Causa

Legal name

Abrace uma Causa Gestão e Serviço LTDA

Website

https://abraceumacausa.com.br

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Abrace uma Causa is a Brazilian social-tech SaaS platform that digitises IRPF personal income tax donations and connects corporations, civil society organisations, and individual donors to incentive-law fundraising under Lei Rouanet, Lei de Incentivo ao Esporte, and related frameworks.

Ownership category

akta.pro rank

Product category

Donation Management Software

NAICS

Public Relations Agencies (541820), Grantmaking and Giving Services (81321), Social Advocacy Organizations (8133)

SIC

Services-Advertising Agencies (7311), Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL)

akta.pro secondary industry

Financial Inclusion & Consumer Empowerment (Banking Access, Credit Building) (BPAGALAJ)

Keywords

• Donation management platform
• IRPF tax incentive software
• Social fundraising technology
• Corporate social responsibility
• Nonprofit donation processing

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription - Donation Platform: Monthly subscription fees for OSC institutions using the donation management platform, with tiered plans (Essencial, Profissional, Premium) differentiated by features and setup fees. Plus transaction fees on donations processed.
2. Transaction/Usage Fees: Fees charged on total transaction volume processed through the platform. For incentivized donations, 10% of total amount transacted in Year 1. Payment gateway fees (3.5% for credit/PIX, R$2.70 for boleto) are passed through.
3. Professional Services - Consulting: Strategic social responsibility consulting services, agency communication services, and campaign planning for corporate clients including engagement strategies and content creation.
4. Custom Development: Setup fees for custom web page construction (R$20,000 for incentivized donations, R$2,500-R$5,000 for non-incentivized tiers) and additional customization beyond standard plan scope.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Abrace uma Causa operates a proprietary digital donation platform that connects companies, individuals, and civil society organizations (OSCs) to mobilize resources through both free donations and incentivized IRPF (personal income tax) destination campaigns. The platform offers tiered subscription plans (Essencial, Profissional, Premium) for OSCs to manage donations, white-label corporate campaign portals for enterprises, and a direct-to-consumer portal (doeseuir.abraceumacausa.com.br) for individual taxpayers to direct up to 6% of their IRPF to approved social projects in culture, sports, child welfare, and elderly funds. The company supplements its technology with corporate volunteering solutions, strategic social consulting, and a communication agency offering.

Product overview

Abrace uma Causa operates as a comprehensive social technology platform (social tech) that structures and operates resource mobilization solutions for the Third Sector, integrating technology, communication strategy, governance, and data intelligence. The core offering is the Plataforma de Doações (Donation Platform), which encompasses two main branches: donations without incentive (Planos Essencial, Profissional, and Premium for direct fundraising) and donations with tax incentive (Destinação de IRPF for up to 6% personal income tax deduction). The platform is complemented by supporting services including Voluntariado Corporativo (corporate volunteering), Calendário S (strategic social calendar methodology), Agência de Comunicação (communication agency), and Consultoria e Estratégias Sociais (social strategy consulting). Educational offerings are delivered through AbraceLab. The company also operates specialized campaign programs like Sou Osesp and Doe seu IRPF, and provides a Simulador de IRPF tool for donors to calculate their tax deduction potential.

Differentiator

Problem solved

Functional benefit

Brands

• AbraceLab: The school of Abrace uma Causa offering training, courses, and content to capacitate communication professionals, resource fundraisers, and others interested in implementing donation and volunteering campaigns with focus on social impact.

Products and services

• Plataforma de Doações (Donation Platform) Core donation management platform connecting companies, individuals, and civil society organizations (OSCs) to run social impact campaigns. Supports free donations, recurring donations, and incentivized IRPF-destined donations, with customizable landing pages, multiple payment methods (PIX, credit card, boleto), and digital receipt management.
• Doações com Incentivo Fiscal (IRPF Destination) Module enabling incentivized donations via Brazilian personal income tax (IRPF) destination to projects approved under Lei Rouanet, Lei de Incentivo ao Esporte, FIA (Child and Adolescent Fund), and Fundo do Idoso. Includes an audited IRPF calculator, multi-payment processing, and pre-filled integration with Receita Federal declarations.
• Voluntariado Corporativo (Corporate Volunteering) Corporate volunteering solutions that structure employee engagement in social actions with effective legacy for partner institutions, aligned with D&I agendas and integrated into broader social responsibility strategies.
• Consultoria e Estratégias Sociais (Social Strategy Consulting) Strategic consulting services for private social investment, structuring of corporate social responsibility programs, and project selection and diligence for incentivized projects.
• Agência de Comunicação (Communication Agency) Communication agency offering engagement strategy, campaign management, custom content creation, and production for disclosure and loyalty of corporate social initiatives.
• Calendário S (Strategic Social Calendar) Strategic methodology organizing and connecting social initiatives throughout the year, integrating seasonal campaigns, corporate volunteering, tax incentives, and emergency actions under a unified engagement journey rather than isolated point actions.
• AbraceLab (Educational Platform) Educational hub offering exclusive content and customized training on tax incentive laws, cause marketing, resource mobilization, volunteering, and social engagement campaigns, targeting communication professionals, resource fundraisers, and organizations.

Quantifiable outcome

• R$ 92 million mobilized since 2017, with 82.5% from fiscal incentives
• +5 more outcomes

Named customers19 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core, flagship and minor.

• Tewá 225coreStrategic or Co-development Partner · 1 January 2026Pro bono partnership for 'Índice Municipal de Gênero' campaign. Abrace uma Causa provides platform free of charge to help mobilize corporate and individual support for gender equality data research in 319+ Brazilian municipalities.
• Theatro Municipal de São PaulocoreStrategic or Co-development Partner · 1 January 2024Partnership initiated in 2024 for first-ever IRPF donation campaign via Lei Rouanet, launched in 2025 as 'Amigos do Municipal' program. Platform facilitates donation processing with multiple payment options and parceling, replacing manual processes with automated receipt management.
• Orquestra Filarmônica de Minas GeraisflagshipStrategic or Co-development Partner · 1 January 2023Partnership since 2023 for Lei Rouanet IRPF donation campaigns including benefit card program. Results: R$ 913,210.88 (2023), R$ 1,005,082.65 (2024), R$ 1,292,245.30 (2025), totaling R$ 3.2 million from 713 unique donors. Consistent year-over-year growth demonstrates strategic partnership value.
• Fundação OSESPflagshipStrategic or Co-development Partner · 1 August 2021Strategic partnership since August 2021 for IRPF donation platform supporting 'Sou Osesp' program. Platform includes real-time IRPF calculator, multiple payment methods (credit, PIX, boleto), Salesforce integration, and custom campaign landing pages. Generated R$ 8.27 million from 817 unique donors. Contracts renewed successively since 2021.
• Instituto BaccarellicoreStrategic or Co-development Partner · 1 January 2019Long-term partnership since 2019 for IRPF donation campaigns supporting music education projects in Heliópolis. Generated R$ 807,778 from 259 donations across 6 incentivized projects, including support for Teatro Baccarelli (533-seat theater built in a favela). 85% of funds came from corporate campaigns.
• Clube de Regatas do FlamengocoreStrategic or Co-development Partner · 1 January 2019'Fla Anjo' program since 2013 (partnership with Abrace uma Causa since 2019) enables IRPF donations to sports projects. Supports Olympic sports (basketball, volleyball, rowing, gymnastics) and base football for male and female athletes. Operates 7% IRPF donation option for Lei de Incentivo ao Esporte.
• Comitê Olímpico do Brasil (COB)coreStrategic or Co-development Partner'Nação Esportiva' program enables individuals to donate up to 7% of due IR to Olympic projects at no extra cost. Supports Brazilian Olympic team funding through Lei de Incentivo ao Esporte.
• Coritiba Foot Ball ClubcoreStrategic or Co-development Partner'Sementes da Glória' program enables IRPF donations exclusively for club's base sports categories via Lei de Incentivo ao Esporte. Donors can direct up to 7% of due IR with full deduction or restitution.
• Líderes EsportivosminorStrategic or Co-development PartnerSports leadership program with IRPF donation campaign via Lei de Incentivo ao Esporte, allowing up to 7% of due IR to support sports projects.
• ItaúflagshipStrategic or Co-development Partner'IR Cidadão' campaign enables employees to direct up to 6% of IRPF to FIA (Child and Adolescent Fund) projects. Supports institutions like ASA and Lar Santa Maria with full value returned as restitution or deduction. Platform at itau.abraceumacausa.com.br.
• Instituto VotorantimflagshipStrategic or Co-development PartnerAnnual IRPF donation campaign mobilizing 12 invested companies' employees to support CMDCA projects. Platform enables corporate-wide engagement with governance dashboards and reporting.
• RochecoreStrategic or Co-development PartnerCorporate social responsibility campaigns with Abrace uma Causa platform for employee engagement in social donations and volunteering.
• ClarocoreStrategic or Co-development PartnerCorporate social responsibility campaigns with platform for Instituto Claro social projects and employee donation engagement.
• Lar Santa MariacoreStrategic or Co-development PartnerBahia-based institution in semi-arid region running 'Semente de Vida' project protecting rural families through education and culture. Active in Maio Laranja child protection campaign.
• ASA (Assistência e Saúde)coreStrategic or Co-development Partner84-year-old institution with 'Previna-se' project providing psychological support and health workshops to help children and adolescents identify risk situations. Supported by Itaú via IR Cidadão campaign.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Doare: Brazilian donation platform that connects individual donors to OSC nonprofits. Closest direct peer: same Brazilian donation-infrastructure value proposition for individuals and civil society organizations.
• Kickante: Brazilian online crowdfunding platform supporting social, creative, and personal causes. Direct peer in Brazilian peer-to-peer and cause-based fundraising.
• Benfeitoria: Brazilian crowdfunding platform with strong focus on Lei Rouanet cultural projects. Direct peer in the incentivized-donation space, particularly for culture-sector fundraising.
• Vakinha: Brazilian crowdfunding platform for personal, community, and social-cause campaigns. Direct peer in the Brazilian online donation/crowdfunding market.

Broad incumbents

• MercadoPago: Leading Latin American digital payment platform with massive Brazilian merchant base. Broad incumbent with the scale and payment infrastructure to enter donation/cause-marketing verticals.
• PayPal Giving Fund: Global philanthropy platform enabling donations to charities via PayPal checkout. Broad incumbent in the donation-infrastructure space with potential to expand Brazilian presence.
• GoFundMe Charity: Global donation and crowdfunding platform with charity-specific offerings. Broad incumbent in the online donation space, though currently with limited Brazilian incentivized-donation specialization.
• PagSeguro: Major Brazilian payment platform with broad merchant relationships. Broad incumbent that could expand into donation/charity verticals given its payment-rail footprint in Brazil.

Emerging players

• Apoia.se: Brazilian creator-support platform enabling recurring contributions to independent creators and projects. Emerging peer with partial overlap in the Brazilian recurring-donation subscription model.
• Catarse: Brazilian reward-based crowdfunding platform focused on creative and cultural projects. Emerging peer with partial overlap in the Brazilian creative-project fundraising space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@abraceumacausa1916/featured
• Facebookfacebook.com/abrace1causa/?locale=pt_BR
• LinkedInlinkedin.com/company/abraceumacausa
• Instagraminstagram.com/abrace_uma_causa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 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 Abrace uma Causa