Grupo Primo

What Grupo Primo does

Grupo Primo is a privately held Brazilian media and education company that operates the O Primo Rico brand, founded in 2015 by Thiago Nigro. The company delivers personal finance and investment education to Brazilian consumers across multiple formats: a bestselling book ('Do Mil ao Milhão – Sem Cortar o Cafezinho', 200,000+ copies), an online investment course (20,000+ students), the weekly PrimoCast podcast, the annual Imersão Presencial live event (20,000 attendees at Ginásio do Ibirapuera in 2019), and the 'Rumo ao Bilhão' web series showing the founder's portfolio decisions. Content is organized around three pillars — Gastar Bem (spend well), Investir Melhor (invest better), and Ganhar Mais (earn more) — and is delivered in Portuguese to a primarily Brazilian audience.

The underlying technology is a digital content creation and distribution stack rather than a proprietary software product. The company owns a large audience on YouTube (3.3M+ subscribers) and Instagram (3.4M+ followers), distributes the book via Amazon, sells the course through direct enrollment links, and runs the live event in-house. There are no disclosed AI/ML capabilities, no proprietary platform, no SDKs, and no third-party integrations beyond standard social and podcast platforms. Self-reported course outcomes — 91% better financial management, 81% more investment confidence, 28% income increase, 65% profitability improvement — are featured prominently on the landing page as social proof.

The business model is one-time purchases (course, book, event ticket) with a self-serve, low-touch sales motion; no subscriptions, no enterprise contracts, and no disclosed institutional funding. The 101–250 employee headcount, combined with the absence of disclosed revenue, suggests an operation of meaningful scale funded entirely by customer revenue. A higher-priced 'Mentoria: Do Mil ao Milhão' coaching tier is listed in site navigation, indicating an emerging upsell path. The legal entity is O Primo Rico Mídia, Educacional e Participações Ltda (CNPJ 35.784.233/0001-07), and the company remains founder-owned with no disclosed parent, acquisitions, or external investors.

Name

Grupo Primo

Legal name

O PRIMO RICO MÍDIA, EDUCACIONAL E PARTICIPAÇÕES LTDA

Website

https://oprimorico.com.br

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Grupo Primo operates the O Primo Rico brand, delivering personal finance and investment education in Brazil through a bestselling book, online course, weekly podcast, annual in-person event, and web series, monetizing a 6M+ social media audience via one-time purchases.

Ownership category

akta.pro rank

Headquarters

HQ city

Brasil

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Course sales (Do Mil ao Milhão): Online course sold directly via enrollment links (bit.ly), with the course having served over 20,000 students. This is the primary revenue driver.
2. Book sales (Do Mil ao Milhão - sem cortar o cafezinho): Physical book sold via Amazon with a discount coupon code (PRIMORICO10). The book has sold over 200,000 copies and serves as a lead-generation and brand-authority tool for the broader product ecosystem.
3. Event tickets (Imersão Presencial): In-person event ticket sales for the Do Mil ao Milhão immersion event, which attracted 20,000 attendees in 2019. Serves both as a revenue stream and a high-touch conversion vehicle for the course.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Grupo Primo operates 'O Primo Rico', a Brazilian financial education brand that sells courses, books, mentorship, podcasts, in-person events, and web series targeted at individual consumers seeking personal finance and investment education. The core paid product is the 'Do Mil ao Milhão' online course (20,000+ students) supported by a bestselling book (200,000+ copies sold), a flagship in-person immersion event (20,000 attendees in 2019), and a mentorship offering, all structured around three pillars: gastar bem (spending well), investir melhor (investing better), and ganhar mais (earning more).

Product overview

Grupo Primo operates O Primo Rico, a Brazilian financial education brand founded by Thiago Nigro. The company offers a multi-product portfolio centered on personal finance and investment education, consisting of a bestselling book ('Do Mil ao Milhão - Sem Cortar o Cafezinho'), an online investment course with 20,000+ students, a weekly podcast (PrimoCast), a large-scale annual in-person event (Imersão Presencial), and a transparency-focused web series (Rumo ao Bilhão) showcasing real investment decisions. The offerings follow three pillars: spending well, investing better, and earning more.

Differentiator

Problem solved

Functional benefit

Brands

• PrimoCast: Official podcast of O Primo Rico, released weekly on Monday at 6:30 AM, covering finance, investments, entrepreneurship and book tips.

Products and services

• Livro: Do Mil ao Milhão - Sem Cortar o Cafezinho Bestselling personal finance book that teaches Brazilian readers how to save money without sacrificing happiness, invest professionally, and grow income, structured around three pillars: gastar bem, investir melhor, and ganhar mais. Sold directly on Amazon.
• Curso: Do Mil ao Milhão Online investment course for individual Brazilian consumers teaching professional investment strategies for above-market returns, with 20,000+ enrolled students. Covers spending habits, professional investing techniques, and income growth strategies. Delivered as a self-paced course purchased directly via the company website.
• Mentoria: Do Mil ao Milhão Higher-tier mentorship program based on the Do Mil ao Milhão methodology, sold via a direct enrollment link as a standalone paid offering for individual consumers seeking more guided financial education than the base course provides.
• PrimoCast (Podcast) Official weekly podcast of O Primo Rico featuring episodes with industry guests discussing finance, investments, entrepreneurship, and book recommendations. Distributed free across all major podcast streaming platforms as a top-of-funnel engagement vehicle for the broader product ecosystem.
• Imersão Presencial Do Mil ao Milhão Large-scale ticketed in-person financial education event billed as the world's largest personal finance event. The 2019 edition gathered 20,000 attendees in São Paulo with prominent guest speakers across 18 hours of programming, serving as a flagship conversion touchpoint for the course and broader ecosystem.
• Websérie: Rumo ao Bilhão Web series where founder Thiago Nigro publicly shares his investment portfolio and decision-making process, teaching viewers how a professional investor makes decisions in a transparent format. Used as both educational content and a personal brand authority asset for the broader course and book ecosystem.

Quantifiable outcome

• 91% of course students report managing their personal finances better after completing the Do Mil ao Milhão course
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor.

• Jordan Belfort (The Wolf of Wall Street)minorOthers · 1 January 2019Jordan Belfort was a guest speaker at the 2019 Do Mil ao Milhão Imersão Presencial event in São Paulo, which attracted 20,000 attendees. His participation added significant credibility and international name recognition to the event lineup.
• Flávio Augusto (Wise Up / Orlando City)minorOthers · 1 January 2019Flávio Augusto, founder of Wise Up and owner of Orlando City Soccer Club, was a guest speaker at the 2019 Do Mil ao Milhão Imersão Presencial event.
• Guilherme Benchimol (XP Investimentos)minorOthers · 1 January 2019Guilherme Benchimol, CEO and founder of XP Investimentos, was a guest speaker at the 2019 Imersão Presencial event.
• Luiza Helena Trajano (Magazine Luiza)minorOthers · 1 January 2019Luiza Helena Trajano, Chair of the Board of Magazine Luiza, was a guest speaker at the 2019 Imersão Presencial event.
• Abílio Diniz (Península Participações)minorOthers · 1 January 2019Abílio Diniz, Chairman of Península Participações, was a guest speaker at the 2019 Imersão Presencial event.
• Alexandre Costa (Cacau Show)minorOthers · 1 January 2019Alexandre Costa, CEO and founder of Cacau Show, was a guest speaker at the 2019 Imersão Presencial event.
• João Adibe (CIMED)minorOthers · 1 January 2019João Adibe, President of CIMED, was a guest speaker at the 2019 Imersão Presencial event.
• Janguiê Diniz (Ser Educacional)minorOthers · 1 January 2019Janguiê Diniz, President of Ser Educacional, was a guest speaker at the 2019 Imersão Presencial event.
• AmazonminorChannel Partner/ Reseller/ DistributorAmazon serves as the retail distribution channel for the 'Do Mil ao Milhão' book, handling fulfillment and sales. Thiago Nigro promotes the book on Amazon with a discount coupon code PRIMORICO10.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• XP Inc: Largest Brazilian independent investment platform, with an educational arm (XP Educação) and partnerships with finance creators. Operates in the same Brazilian personal finance space but as a broad financial services incumbent rather than a pure-play education brand.
• Genial Investimentos: Brazilian investment platform that produces financial education content (Genial Analisa) and partnerships with finance creators. Overlaps in audience and subject matter but is primarily a brokerage, not a dedicated education brand.
• BTG Pactual Digital: Digital arm of Brazil's largest independent investment bank, with educational content aimed at retail investors. Overlaps with Grupo Primo's audience but operates as part of a much larger full-service financial franchise.
• Rico Investimentos: Brazilian investment platform owned by XP Inc that produces educational content and hosts finance creators. Comparable in audience and educational mission, but embedded in a broader brokerage offering rather than a standalone education brand.
• Nubank: Latin America's largest digital bank, with an investment product line (Nu Invest / NuFamily) and educational content for retail consumers. Reaches a similar mass-affluent Brazilian audience but as a broad fintech incumbent rather than a focused education brand.

Direct peers

• Finclass: Brazilian financial education subscription platform that aggregates courses and content from multiple finance creators. Operates a similar course-and-content business model with overlapping audience in Brazilian personal finance education (and is even referenced on Grupo Primo's blog infrastructure).
• Me Poupe!: Founded by Nathalia Arcuri, Me Poupe! is one of Brazil's largest financial education brands with a near-identical multi-product model (YouTube, Instagram, courses, books, live events) and a comparable multi-million social media audience, making it the closest direct competitor to Grupo Primo.
• Gustavo Cerbasi: Renowned Brazilian personal finance author, speaker, and educator with multiple bestselling books and live events. Comparable as a Brazilian personal finance educator with a multi-format (book, course, speaking, events) business model targeting mass-affluent Brazilian consumers.
• Bruno Perini: Brazilian personal finance YouTuber and educator with a sizable YouTube following, offering courses and content on investing, budgeting, and wealth building. Comparable in content format, target audience, and Brazilian personal finance positioning.

Others

• Hotmart: Brazilian edtech and course distribution platform that powers many of Brazil's largest online educators, including financial education creators. Not a direct competitor but a key platform/infrastructure provider in Grupo Primo's broader distribution and creator economy ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ThiagoNigro
• YouTubeyoutube.com/channel/UCT4nDeU5pv1XIGySbSK-GgA
• Instagraminstagram.com/thiago.nigro/?hl=pt-br

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Grupo Primo