What ProPay does

ProPay is a Brazilian HR business-process-outsourcing and technology company headquartered in São Paulo that operates the PRO+ ecosystem, an integrated platform combining HCM, payroll outsourcing, benefits brokerage, time & attendance, and people analytics. Founded in 1998, the company serves more than 200 enterprise and mid-market clients across agribusiness, education, finance, healthcare, industry, retail, services, and technology, with named clients including Vero (telecommunications, 3,200+ employees across 426+ cities), Liasa (manufacturing), and Banco Fator (financial services). The company employs approximately 300 people and reports annual revenue growth of 15–20%.

The PRO+ ecosystem is structured around four proprietary modules — PRO+ BPO (payroll outsourcing delivered directly inside the customer's existing HR technology via a cell-based operating model), PRO+ Benefícios (a brokerage covering insurable and non-insurable benefits, now including the PRO+ Saúde health-monitoring platform with 2,000+ monitored patients and 1,500+ teleconsultations), PRO+ Connect (native integrations connecting payroll with Totvs RM, Gupy, and Unico), and PRO+ Analytics (people analytics). The cell-based BPO delivery model embeds Propay specialists within the customer's technology environment, preserving existing workflows while layering on compliance expertise.

Revenue is generated through professional-services fees (payroll BPO), commission-based brokerage income (benefits placements), and subscription elements for integrations and analytics. Pricing is bespoke, undisclosed, and scoped per client through a consultative direct-sales motion. The company holds ISO 27001:2022, ISAE 3402 (SOC1), and LGPD compliance certifications, maintains Great Place to Work certification, and reaches market through content marketing, CONARH event presence, and specialist-led consultations. Distribution is exclusively direct, with no self-service, marketplace, or reseller channels.

Name

ProPay

Legal name

Propay S/A

Website

https://propay.com.br

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ProPay is a Brazilian HR BPO and technology company operating the PRO+ ecosystem — combining payroll outsourcing, benefits brokerage, HR system integrations, and people analytics — serving 200+ enterprise and mid-market clients across multiple industries in Brazil.

Ownership category

akta.pro rank

Product category

HR Outsourcing & Payroll BPO

NAICS

Payroll Services (541214), Human Resources Consulting Services (541612), Employment Services (5613)

SIC

Services-Facilities Support Management Services (8744), Services-Prepackaged Software (7372)

akta.pro primary industry

Comprehensive HRO (Multi-Process HR Outsourcing) (BPACAKAA)

akta.pro secondary industries

Payroll Outsourcing & Pay Administration (Multi-country/Managed Payroll) (BPACAKAD), Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ), Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)

Keywords

• HR outsourcing services
• Payroll BPO
• Benefits brokerage
• HR technology integration
• People analytics

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Payroll BPO (BPO de Folha de Pagamento): Outsourcing of payroll processing, including compliance management, labor calculations, benefits deductions, and year-end adjustments (13th salary, vacation). Delivered via a cell-based operating model, either within Propay's own platform or directly in the customer's existing HR technology (e.g., Totvs RM). This is the core revenue driver and the most recognized service offering.
2. Benefits Brokerage (Corretora de Benefícios): Brokerage services for both insurable benefits (health insurance, dental, life, etc.) and non-insurable benefits (wellness programs, meal vouchers, transport vouchers). Propay acts as intermediary between corporate clients and insurance/carrier providers, earning commissions on placed policies.
3. HR Technology Integrations (PRO+ Connect): Native integration services connecting the PRO+ ecosystem or customer payroll systems with third-party HR platforms (recruitment, admission, digital identity). Revenue is generated as part of the bundled PRO+ ecosystem or as a standalone integration service for customers using specific HR software stacks.
4. People Analytics (PRO+ Analytics): Data analytics and reporting services for HR departments, providing insights on workforce performance, engagement, and organizational health. Offered as part of the integrated PRO+ ecosystem or as a standalone analytics subscription.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

ProPay is a Brazilian HR solutions company that delivers outsourced payroll processing (BPO), benefits brokerage (insurable and non-insurable benefits), HR system integrations, and people analytics through its proprietary PRO+ ecosystem. Services are delivered either on the company's own platform or directly within the customer's existing HR technology (e.g., Totvs RM) using a cell-based operating model. The integrated ecosystem combines HCM, payroll, benefits, time & attendance, and analytics to help mid-to-large Brazilian enterprises centralize HR operations and ensure labor compliance.

Product overview

ProPay operates as a unified ecosystem of HR solutions called PRO+, consisting of four core integrated products: PRO+ BPO (payroll outsourcing operating directly in the client's technology via a cell-based model), PRO+ Benefícios (benefits brokerage covering insurable and non-insurable benefits including PRO+ Saúde for health monitoring), PRO+ Connect (HR systems integration platform enabling native connectivity between payroll, recruitment, and admission systems), and PRO+ Analytics (people analytics for data-driven HR decisions). The ecosystem is designed to centralize HR data and processes, connecting HCM, payroll, benefits, time tracking, and analytics under one integrated platform.

Differentiator

Problem solved

Functional benefit

Brands

• PRO+: Integrated ecosystem solution combining HCM, Payroll, Benefits, Time Management, and People Analytics for comprehensive HR management.
• PRO+ Connect
• PRO+ Analytics
• PRO+ Saúde
• PDL - Programa de Desenvolvimento de Líder

Products and services

• PRO+ BPO (Payroll Outsourcing) Outsourced payroll processing service (BPO) that handles payroll calculations, benefits deductions, compliance, and year-end adjustments for Brazilian companies. Delivered within the client's existing HR technology (e.g., Totvs RM) using a specialized cell-based operating model, targeting HR leaders at mid-to-large enterprises.
• PRO+ Benefícios (Benefits Brokerage) Benefits brokerage service managing both insurable (health, dental, life) and non-insurable (wellness, meal vouchers, transport vouchers) corporate benefits for Brazilian companies. ProPay acts as intermediary between corporate clients and insurance/carrier providers.
• PRO+ Connect (HR Integrations) HR systems integration platform that centralizes and connects payroll, recruitment, and admission systems without requiring a dedicated IT team. Provides native connectivity with leading HR software such as Totvs RM, Gupy, and Unico.
• PRO+ Analytics (People Analytics) People analytics solution that provides data insights for measuring workforce performance, engagement, and organizational health, enabling evidence-based decision-making for HR leadership. Offered as part of the integrated PRO+ ecosystem or as a standalone analytics subscription.
• PRO+ Saúde (Health & Wellness Monitoring) Health and quality of life platform offering teleconsultations, psychological support, and nutritional guidance as part of the benefits management offering under PRO+ Benefícios. Designed to help clients avoid health-related costs and support employee wellness.
• PRO+ Ecossistema (Unified HR Ecosystem) Unified ecosystem integrating HCM, Payroll, Benefits, Time Tracking (Ponto), and People Analytics to enhance HR productivity, ensure compliance, and optimize the employee journey for Brazilian enterprises.

Quantifiable outcome

• 100% payroll accuracy achieved for Vero client after PRO+ Connect integration, eliminating discrepancies between recruitment, admission, and payroll systems.
• +3 more outcomes

Named customers4 records

Segments9 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• BennercoreStrategic or Co-development Partner · 10 December 2024Benner and Propay announced a strategic partnership in December 2024 aimed at driving strategic HR in Brazil. The partnership was covered in TI Inside and Mundo RH, positioning the two companies as collaborative partners to accelerate the adoption of strategic HR practices across Brazilian enterprises. The partnership combines Benner's technology capabilities with Propay's HR BPO expertise.
• TotvscoreTechnology or IntegrationTotvs, specifically the Totvs RM payroll system, is a central integration partner. The Vero case study demonstrates native integration between Totvs RM and Propay's PRO+ Connect platform, enabling automated data flows between recruitment, admission, and payroll systems. This is a flagship integration within Propay's ecosystem.
• UnicocoreTechnology or IntegrationUnico is a digital identity platform integrated with Propay's PRO+ Connect ecosystem. The Vero case study highlights Unico as part of the automated admission workflow alongside Totvs RM payroll and Gupy recruitment. Unico enables digital admission processes for new hires.
• GupycoreTechnology or IntegrationGupy is a recruitment and applicant tracking system integrated with Propay's PRO+ Connect platform. In the Vero case study, Gupy connects to Totvs RM payroll via Propay's integration layer, creating an automated flow from candidate recruitment through to payroll onboarding without manual data re-entry.

Scale indicators7 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Sólides: Brazilian HR tech company offering recruitment, assessments, and people analytics. Overlaps with Propay's PRO+ Analytics and People Analytics capabilities but focuses on tech-forward SMB and mid-market rather than enterprise BPO.
• Deel (Flash): Global employment/PEO platform that acquired Brazilian payroll startup Flash in 2024. Now offers payroll and employer-of-record services directly in Brazil, competing with Propay on enterprise payroll BPO with a SaaS-first model.
• Pontotel: Brazilian time-and-attendance and HR management platform focused on workforce scheduling and compliance. Competes with the Ponto and Time & Attendance modules within Propay's PRO+ ecosystem.
• Convenia: Brazilian HR tech platform focused on benefits administration and people management for SMB and mid-market. Competes with Propay's PRO+ Benefícios module but targets a smaller customer segment with a SaaS-native model.
• Toth (TothPay/Avant Me): Brazilian payroll and HR outsourcing provider for mid-market and enterprise, with a tech-enabled services model similar to Propay. Direct competitor in the Brazilian BPO payroll segment.

Direct peers

• Senior: Brazilian HR and payroll software vendor serving mid-market and enterprise customers. Senior is both an integration partner and a competing provider of HR/payroll technology to the same enterprise segment Propay targets.
• Benner: Brazilian HR technology vendor and Propay's December 2024 strategic partner. Benner provides HCM, payroll, and workforce software to enterprises and now bundles complementary BPO services with Propay, making it a directly adjacent competitor and ally.
• Totvs: Brazil's largest enterprise software company and dominant HCM/payroll platform vendor (RM, Protheus). Totvs is simultaneously a core integration partner via Totvs RM and a direct competitor offering its own HR BPO and HCM modules, making it the most direct comparable.

Broad incumbents

• Workday: Global HCM and enterprise planning platform expanding aggressively in Brazil. Represents a competitive threat to Propay's PRO+ ecosystem at the high end of the enterprise market, particularly for multinational clients.
• ADP (Brazil operations): Global payroll and HCM incumbent with a long-standing Brazilian operation (formerly ADP Brazil / ADP Workforce Now). Competes with Propay on enterprise payroll outsourcing and managed services at a much larger global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 ProPay