SOAP

What SOAP does

SOAP is a Brazilian corporate communication consultancy, founded in 2003 and headquartered in São Paulo's Vila Olímpia district, that provides presentation building, corporate training, and event production services to large enterprises. The company's offering is built on a proprietary four-pillar methodology (Strategy, Narrative, Visual Language, Performance) applied consistently across 14+ named training products covering executive presentations, data storytelling, sales narratives, leadership communication, facilitator training, and creative thinking, plus adjunct services in coaching, content production, and corporate event scripting. SOAP also operates Escola SOAP, a self-serve online learning platform that extends its in-person methodology into a digital subscription channel.

The business is B2B and enterprise-oriented, with a stated position of serving 70 of the 100 largest companies in Brazil. Named clients span banking (Itaú, XP, B3, Sicredi, Banco Votorantim), consumer goods (Natura, P&G, PepsiCo, Grupo Boticário, Aché), automotive (Toyota, Volkswagen, Ford), healthcare and pharma (Pfizer, Hypera Pharma, EMS, Libbs, GSK), technology (Meta/Facebook, Oracle, RD Station, Equinix), telecommunications (Vivo, Claro), and logistics and infrastructure (Rumo, Ecorodovias). The company maintains international offices in Portugal, the United States, and France, and operates through two legal entities (SOAP COMUNICAÇÃO LTDA. and TREINAMENTO E CONSULTORIA LTDA.) based in São Paulo state.

Revenue is generated primarily through customized in-company training engagements priced on a project basis with budget tiers ranging from approximately R$10,000 to over R$30,000, supplemented by subscription revenue from Escola SOAP and bespoke presentation and event consulting work. SOAP is privately held with no disclosed external funding, no parent company, and no identified M&A or institutional investment activity, suggesting a founder-led, organically financed operating model. The firm has cumulatively trained over 70,000 professionals and built over 18,000 presentations across its 20-plus year history.

Name

SOAP

Legal name

SOAP COMUNICAÇÃO LTDA.

Website

https://soap.com.br

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

SOAP is a Brazilian corporate communication consultancy founded in 2003 that delivers presentation building, training programs, and event services to large enterprises using a proprietary four-pillar methodology, serving 70 of Brazil's top 100 companies.

Ownership category

akta.pro rank

Product category

Corporate Communication Training and Consulting

NAICS

Other Services Related to Advertising (541890), Professional and Management Development Training (61143), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Performance Creative & Ad Production (Dynamic/Iterative) (BPAFACAI)

akta.pro secondary industry

Media Relations & Press Office Services (BPAFADAF)

Keywords

• Corporate communication training
• Executive presentation consulting
• Corporate storytelling services
• Soft skills training
• Leadership communication workshops

Headquarters

HQ city

Vila Olímpia

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Training and Workshops: SOAP delivers in-company training programs and workshops on communication skills, storytelling, presentations, and leadership. Training formats include in-person, online live, recorded, and hybrid delivery. Programs are customized to client needs and offered in flexible durations (1.5h to 9h). This is the primary revenue stream, evidenced by the extensive catalog of 15+ named training programs.
2. Corporate Presentation Services: SOAP transforms client presentations (results, products, commercial) into impactful and effective stories. Services include presentation strategy, narrative construction, visual language design, and presenter coaching. This is a consulting/professional services engagement model.
3. Corporate Events: SOAP creates engaging event scripts, connects presentations into a unified storytelling arc, and prepares presenters to shine on stage. The goal is to make events memorable, engaging, and inspiring for audiences.
4. Communication Coaching: One-on-one or team coaching services focused on communication skills, designed to support career development and performance improvement.
5. Content Factory (Fábrica de Conteúdo): Custom content creation services for corporate clients, producing educational and communication materials aligned with the SOAP methodology.
6. Online Courses (Escola SOAP): The Escola SOAP platform offers online courses for individual professionals and corporate teams, complementing the in-company training offering with self-paced digital learning.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

SOAP is a Brazilian corporate communication consultancy that delivers in-company training programs, executive presentation consulting, corporate event scripting, and an online learning platform (Escola SOAP). Its services are built on a proprietary four-pillar methodology (Strategy, Narrative, Visual Language, Performance) and span 15+ named training programs addressing presentation skills, storytelling, data storytelling, oratory, sales narrative, leadership communication, and facilitator development.

Product overview

SOAP is a Brazilian corporate communication consultancy offering a comprehensive portfolio of training programs, consulting services, and an e-learning platform. The core offering consists of 14 distinct training products organized around communication and presentation skills: SOAP Apresentações (corporate presentation training), SOAP Data Storytelling (data-driven narrative), SOAP Slides (visual design), SOAP Apresentador (oratory), SOAP Elevator Pitch (quick narratives), SOAP StoryTelling (storytelling techniques), SOAP StorySelling (sales narratives), SOAP Comunicação Assertiva (assertive communication), SOAP Comunicação Interpessoal (interpersonal communication), SOAP Confiança (public speaking confidence), SOAP Liderança (leadership communication), SOAP Story Planning (communication planning), SOAP Pensamento Criativo (creative thinking), and SOAP Formação de Facilitadores (facilitator training). Supporting services include two lecture-format programs (SOAP Ferramentas Digitais and SOAP Netiqueta), Coaching de Comunicação for individual development, Eventos Corporativos for event scripting and presenter preparation, and Fábrica de Conteúdo for custom content creation. The digital ecosystem is anchored by Escola SOAP, an online learning platform enabling hybrid delivery of all training programs.

Differentiator

Problem solved

Functional benefit

Brands

• Escola SOAP: Online learning platform offering SOAP courses and training materials.

Products and services

• SOAP Apresentações Corporate presentation training workshop teaching teams to build strategic, visually impactful presentations using the SOAP storytelling methodology without requiring designer support.
• SOAP Data Storytelling Training program transforming data into narratives that influence decisions, structured around three pillars (reason, emotion, action) to guide audience comprehension and engagement.
• SOAP Slides Workshop teaching teams to build high-impact presentation visuals using PowerPoint design techniques, visual identity application, and executive-standard materials development.
• SOAP Apresentador Presenter training developing participants as communicators with clarity, presence, and intention in decisive professional moments through voice, body language, and speech structure exercises.
• SOAP Elevator Pitch Training focused on creating quick, impactful narratives for business development, teaching professionals to define target audience, objectives, arguments, and construct compelling short-form stories.
• SOAP StoryTelling Workshop teaching storytelling techniques to attract audience attention, spark desires, and guide them toward objectives through compelling stories applicable to scripts, campaigns, product launches, videos, and podcasts.
• SOAP StorySelling Sales-focused narrative training using storytelling techniques to create connection, value, and engagement with target audiences through sales scripts and customer decision process phases.
• SOAP Comunicação Assertiva Workshop developing team skills in assertive communication, covering communicative profile, digital channel communication, argumentation, and active listening to improve workplace productivity.
• SOAP Comunicação Interpessoal Training in interpersonal communication fundamentals using Neuroscience and Neuro-Linguistic Programming (NLP) techniques to help professionals build better relationships and advance toward goals.
• SOAP Confiança Training focused on managing fear of public speaking through techniques and exercises for emotional awareness and management, teaching tools to increase self-confidence and credibility.
• SOAP Liderança Leadership communication training for high-performance leaders covering interpersonal, intrapersonal, and linguistic intelligence skills to engage teams and manage conflict through communication.
• SOAP Story Planning Communication planning workshop teaching teams to structure messages with intention, aligning objectives, audience, and content for clear, coherent, and directed communication strategies.
• SOAP Pensamento Criativo Creative thinking training developing team capacity to solve problems using creativity, covering ideation techniques, innovation methodologies, and practical tools for applying creativity in daily work.
• SOAP Formação de Facilitadores Facilitator training program teaching participants to design and implement diverse learning solutions, respecting individual profiles while building engagement, teaching, and knowledge transfer capabilities.
• SOAP Ferramentas Digitais Digital tools lecture training exploring Slack, Jamboard, and other online resources to help teams build collaborative, effective online communication and engagement.
• SOAP Netiqueta Digital etiquette lecture training covering online behavior, virtual meeting preparation, message structuring, and digital posture to sensitize teams about structuring fluid digital communication.
• Escola SOAP Online learning platform providing hybrid experiences with exclusive activities and content for SOAP training programs, enabling remote access to corporate learning solutions.
• Coaching de Comunicação Individual or team communication coaching service focused on developing communication skills for career advancement, performance improvement, and personal effectiveness.
• Eventos Corporativos Corporate event service creating engaging scripts, connecting presentations into unified storytelling arcs, and preparing presenters for impactful stage performances.
• Apresentações Corporativas (Consulting) Consulting service that transforms client presentations of results, products, or commercial content into impactful and effective stories through strategy, narrative construction, visual language design, and presenter coaching.
• Fábrica de Conteúdo Content production service creating custom learning materials and resources for corporate training and development programs aligned with the SOAP methodology.

Quantifiable outcome

• 70,000+ people trained (in-person and remote)
• +3 more outcomes

Named customers46 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Toastmasters International: Global public-speaking and communication skills organization; partially overlaps with SOAP's Apresentador and Confiança training, though delivered via a community/club model rather than enterprise consulting.

Direct peers

• Duarte: US-based presentation design and storytelling consultancy serving large enterprises with methodology-driven training and content services, highly comparable to SOAP's Apresentações, Slides, and StoryTelling offerings.
• Dale Carnegie & Associates: Global corporate training organization offering courses in communications, presentation, leadership, and sales — directly comparable to SOAP's enterprise training portfolio, with active Brazil operations.
• BTS Group: Public professional services firm providing executive development, sales enablement, and corporate communication consulting for Fortune-level clients — comparable in business model, client profile, and methodology-driven approach.
• Mind Gym: Public corporate training firm delivering behavior-change and communication programs to large enterprises globally; directly comparable to SOAP's Comunicação Assertiva, Liderança, and Confiança offerings.

Broad incumbents

• Skillsoft: Global corporate digital learning platform serving enterprise L&D buyers with communication, leadership, and business content at scale — adjacent broader incumbent that competes for the same enterprise training wallet, particularly in Escola SOAP's online course segment.
• FranklinCovey: Large established US training company with global footprint offering leadership, communication, and effectiveness programs — broader portfolio than SOAP but overlapping enterprise training buyer.

Regional players

• FGV EAESP: Brazil's leading business school (FGV) offers executive education and corporate training programs to large Brazilian companies — comparable regional player targeting the same enterprise L&D buyer as SOAP.
• Insper: Brazilian institution providing executive education, custom corporate programs, and leadership training to top Brazilian companies — comparable regional enterprise training peer.
• Saint Paul Escola de Negócios: Brazilian business school with a corporate education division serving large Brazilian enterprises with executive development and communication training — adjacent regional competitor for the same enterprise budget pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/noestadodaarte
• Facebookfacebook.com/soapbrasil
• LinkedInlinkedin.com/company/soap-brasil
• Instagraminstagram.com/soapbrasil/?hl=pt-br
• Xx.com/soapbrasil

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 SOAP