Caelum

What Caelum does

Caelum, now operating primarily as Alura, is a Brazilian technology education company founded in 2004 by Paulo and Guilherme Silveira in São Paulo. Originally a 36m² in-person classroom teaching Java, Agile, and Open Source technologies, the company launched an online platform in 2011 and rebranded as Alura in 2013, ultimately becoming Brazil's largest online technology school. It is the consumer-facing core of the Alun group (legal entity AOVS Sistemas de Informática S.A), which also encompasses FIAP (formal degrees and postgraduate programs), PM3 (product management education), and Casa do Código (technical publishing). The Alura platform offers 1,450+ courses spanning AI, data science, cybersecurity, cloud, DevOps, UX/UI, mobile, front-end, back-end, and business tracks, supported by a proprietary AI assistant called Luri, mobile apps for iOS and Android, a podcast network (Hipsters.Network), and a Discord community of 100,000+ members.

The business operates on a subscription-recurring revenue model with three primary streams: individual learner subscriptions priced from R$ 158/month (with up to 35% discount on 2-year commitments), corporate training licenses via the Alura Para Empresas division, and higher-ticket degree and postgraduate programs delivered through the FIAP partnership. Go-to-market combines a product-led growth motion (self-serve platform, freemium content, community engagement) with a dedicated enterprise sales motion for corporate L&D. Geographic footprint is primarily Brazil with regional expansion underway via Alura LATAM into Spanish-speaking markets. The company employs 101-250 people and has served over 1 million learners cumulatively since inception. A separately named Korean entity (Caelum Co Ltd, formerly EWK Inc) is unrelated to this business.

Name

Caelum

Legal name

AOVS Sistemas de Informática S.A

Website

https://caelum.com.br

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Caelum, operating as Alura, is Brazil's largest online technology school, offering 1,450+ courses in AI, data, cybersecurity, and software development to individual learners and corporate clients. It is part of the Alun ecosystem alongside FIAP and PM3, serving over 1 million cumulative learners via subscription and corporate training.

Ownership category

akta.pro rank

Product category

Online Technology Education

NAICS

Business Schools and Computer and Management Training (6114), Computer Training (61142), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAFACAA

Core Digital Curriculum & Courseware (Full Programs & Units)

Education/Education Technology (EdTech) & Digital Learning/Digital Curriculum, Courseware & Interactive Learning Content

SECONDARYMPACALAD

Workshops, Webinars & Live Masterclasses

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Online Learning Content Platforms (Creator-Led Courses)

Keywords

• Online technology education
• Professional training courses
• Corporate learning programs
• Postgraduate technology degrees
• Developer upskilling

Headquarters

HQ city

Vila Mariana

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Subscription (Planos): Monthly or annual subscription plans for individual learners accessing courses, formations, and career tracks. Pricing starts at R$ 158/month for 2-year commitment with up to 35% discount available.
2. Corporate Training (Alura Para Empresas): Enterprise licensing for company-wide employee training and development programs.
3. Graduate and Post-Graduate Programs (FIAP Partnership): University-level degree programs and postgraduate courses through FIAP partnership, including technology degrees, MBAs, and professional certifications.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Caelum (rebranded to Alura in 2013) is the largest online technology school in Brazil, offering 1,450+ courses across AI, data, cybersecurity, DevOps, UX/UI, mobile, front-end, back-end, and business domains. The company provides individual subscription-based online learning, corporate training programs through Alura Para Empresas, and postgraduate degree programs via its FIAP partnership, supported by an active community of 100,000+ members on Discord.

Product overview

Caelum was a Brazilian technology education company founded in 2004 by Paulo and Guilherme Silveira, which was rebranded as Alura in 2013. The company operates as part of the Alun ecosystem alongside FIAP and PM3. Alura is the largest online technology school in Brazil, offering over 1,450 courses across career paths including AI, Data, Cybersecurity, DevOps, UX/UI, Mobile, Front-End, Back-End, and Business. The ecosystem includes various sub-brands and products including Tech Guide (career guidance), 7 Days of Code (practice challenges), Hipsters Network (podcasts), Luri (AI assistant), Talent Lab (career platform), mobile apps, and corporate training solutions (Alura Para Empresas). Postgraduate programs are offered through the FIAP partnership, and the ecosystem spans education at all levels from beginner to advanced, including books (Casa do Código) and product management courses (PM3).

Differentiator

Problem solved

Functional benefit

Products and services

• Alura Online Learning Platform
• Alura Para Empresas
• Alura LATAM
• FIAP Postgraduate Programs
• Luri AI Learning Assistant

Quantifiable outcome

• 1 million+ learners served
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

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

• FIAPflagshipStrategic or Co-development PartnerPartnership for university-level technology education including undergraduate degrees, postgraduate programs, and MBAs. FIAP provides academic credentials and formal degree programs that complement Alura's online courses.
• PM3coreStrategic or Co-development PartnerPM3 provides product management courses within the ecosystem, offering specialized training in digital product management, growth marketing, and related disciplines.
• Casa do CódigocoreStrategic or Co-development PartnerPublishing partner for technology books, expanding the ecosystem's content offerings beyond video courses to include written educational materials.
• Opinion BoxminorOthersCollaboration for conducting research studies on technology education and future of work, including the Panorama do Mercado Tech 2025 study.

Scale indicators7 records

Recent moves9 records

Expansion highlights7 records

Broad incumbents

• edX: Global online learning platform offering university-level courses, professional certificates, and degree programs in partnership with accredited institutions. Comparable to Alura in product mix (courses plus degree/certificate programs) and B2B/B2C dual model, though primarily English-first and global.
• Udemy: Global marketplace for online courses spanning technology, business, and creative skills, with a strong Udemy Business enterprise arm. Comparable to Alura as a broad subscription/marketplace online learning platform, with overlapping tech and business course content for individuals and corporate buyers.
• Coursera: Global online learning platform partnering with universities and companies to deliver courses, certificates, and degrees. Comparable to Alura in product (subscription online tech courses plus enterprise/degree offerings) and audience (career-focused learners and corporate L&D buyers), though at much larger global scale.
• Pluralsight: Technology-focused online learning platform offering courses and skill assessments in software development, cloud, security, and data, sold primarily to enterprises. Comparable to Alura as a tech-specialized online learning subscription product with an enterprise-led GTM motion.
• LinkedIn Learning: Subscription-based online learning library owned by Microsoft, focused on technology, business, and creative skills, sold to individuals and enterprises. Comparable to Alura as a subscription online learning platform with a strong B2B corporate training motion targeting workforce upskilling.

Direct peers

• Platzi: LatAm-focused online technology education platform offering courses, career paths, and professional training across software, data, and business. Directly comparable to Alura in target market (Spanish-speaking Latin America), product (subscription-based online courses with community), and category (tech upskilling).
• DigitalHouse: Latin American online and hybrid tech education provider offering courses and bootcamps in programming, data, UX, and digital marketing. Comparable to Alura as a regional subscription/bootcamp competitor targeting Spanish-speaking LATAM learners and corporate clients.
• Rocketseat: Brazilian online education platform specializing in software development bootcamps, courses, and a developer community. Closely comparable to Alura in geography (Brazil), audience (Brazilian developers and tech professionals), and product (paid online tech courses with community-driven engagement).
• Trybe: Brazilian online tech education platform offering full-stack development, data, and soft-skills courses with subscription and bootcamp models. Directly comparable to Alura as a Brazilian-based subscription online learning platform targeting the same individual learners and corporate training buyers.

Emerging players

• Henriqueta Cursos: Brazilian online education platform offering technology and digital career courses, including programming, data, and digital marketing. Comparable to Alura in geography and audience, but with a smaller, more focused course catalog and emerging brand presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/caelum
• YouTubeyoutube.com/alura
• Facebookfacebook.com/caelumbr
• LinkedInlinkedin.com/school/aluracursos
• Instagraminstagram.com/aluraonline
• TikToktiktok.com/@aluraonline?lang=pt-BR

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 Caelum