help!

What help! does

help! is the consumer-facing franchise network of Banco Bmg, founded in 2016 and operating as authorized banking correspondents (correspondentes bancários) under Banco Bmg's regulatory umbrella. The company's core function is to originate consigned loans, personal loans, credit cards, insurance products, and FGTS-backed credit for Brazilian consumers — primarily INSS retirees and pensioners, federal/state/municipal public servants, and, increasingly, CLT workers and Bolsa Família recipients — through a nationwide retail franchise network of more than 900 stores spanning all 27 Brazilian states.

The product suite is anchored on consigned credit (Empréstimo Consignado with up to 96 installments and payroll/benefit deduction) and a tiered credit card portfolio (Consignado Bmg, Consignado Benefício, Bmg Multi, Bmg Mais) underwritten by Banco Bmg and distributed through Mastercard. Supporting products include the Dinheiro Extra personal loan (18–26% annual rate), Antecipação do Saque-Aniversário FGTS (up to 2.04% monthly), insurance intermediation (Generali underwritten Prestamista and PAPCard life insurance), salary/benefit portability, debt renegotiation, and a digital bank account. The technology stack combines physical in-store sales consultations with WhatsApp-based remote service, biometric customer identification, QR-code digital contracting, and the Bmg mobile app and Internet Banking for post-sale card and loan management.

help! operates a dual-revenue model. As a banking correspondent, it earns origination commissions and transaction-based fees on loans, credit cards, and insurance sold through its franchise stores; as a franchisor, it collects a R$844 monthly royalty per store (indexed annually to IGP-M) from a franchisee base that invests from R$196,000 per unit and generates an average of R$300,000 in monthly loan production after maturation. Cumulative loan origination across the network exceeds R$5.5 billion, and the franchise unit economics target an 18–24 month payback. Customer acquisition relies on the physical store footprint, WhatsApp, franchisee referrals, and digital content (the Conta Especialista blog and YouTube's 'Fala, Duda!' channel). The franchise has been awarded the ABF Selo de Excelência in Franchising four times and has ranked in PEGN's Melhores Franquias do Brasil annually from 2022 through 2025.

Name

help!

Legal name

Help Franchising Participações LTDA

Website

https://help.com.br

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

help! is a Brazilian franchise network of Banco Bmg that distributes consigned loans, personal loans, credit cards, FGTS-backed credit, and insurance to retirees, INSS pensioners, public servants, and lower-income workers through 900+ stores across Brazil.

Ownership category

akta.pro rank

Product category

Consumer Lending Services

NAICS

Credit Intermediation and Related Activities (522), Activities Related to Credit Intermediation (5223)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Lending & Credit Disbursements (FSAMAKAH)

akta.pro secondary industries

Financial Inclusion & Consumer Empowerment (Banking Access, Credit Building) (BPAGALAJ), Bankruptcy, Insolvency & Restructuring Servicing (Consumer) (FSAKAJAK)

Keywords

• Consumer lending services
• Payroll-deduction loans
• Credit card products
• Insurance intermediation
• Franchise financial services

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consigned loan origination fees and interest: help! (as a Banco Bmg authorized correspondent) earns revenue from originating consigned loans for retirees, pensioners, and public servants. Interest is collected directly from the borrower's payroll or benefit payment. Key products include Empréstimo Consignado, Dinheiro Extra (personal loan for those without consigned margin), and loan refinancing.
2. Consigned credit card fees and interest: help! offers credit cards (BMG Card Consignado, BMG Card Consignado Benefício, BMG Multi, BMG Mais) where revolving interest on unpaid balances generates revenue. Monthly interest rate on rotativo is 2.83% for the consigned card.
3. FGTS advance loan fees: The company earns fees from antecipação do saque-aniversário do FGTS (advance on annual FGTS withdrawal). Interest rate up to 2.04% per month plus IOF is charged annually.
4. Franchise royalties and fees: help! operates as a franchisor, collecting monthly royalties of R$844 per store (readjusted annually by IGP-M). Each franchise costs from R$196,000 to open and generates average monthly production of R$300,000 after maturation.
5. Insurance product intermediation: help! intermediates insurance products including Seguro Prestamista, Seguro de Vida PAPCard, and Seguro Bmg Med. The company earns commissions on policy sales and related products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

help! is a franchise network of credit stores operating as authorized banking correspondents of Banco Bmg, distributing consigned loans, personal loans (Dinheiro Extra), credit cards (Consignado, Consignado Benefício, Bmg Multi, Bmg Mais), FGTS anniversary-withdrawal advance loans, insurance products (loan protection and life), benefit portability, and access to the Bmg digital bank account to Brazilian retirees, INSS pensioners, public servants, and salaried workers through more than 900 physical stores, WhatsApp, telephone, internet banking, and the Bmg mobile app.

Product overview

help! is a franchise chain of Banco Bmg offering a unified portfolio of financial products and services primarily targeted at retirees, INSS pensioners, public servants, and salaried workers. The core offering centers on consigned loans (Empréstimo Consignado) and personal loans (Dinheiro Extra) for those without margin, supplemented by a suite of credit cards including the Consignado, Consignado Benefício, Bmg Multi, and Bmg Mais cards. The product line extends to specialized offerings such as the FGTS anniversary advance loan, personal credit for Bolsa Família beneficiaries, salary/benefit portability, insurance products (Prestamista and PAPCard life insurance), and a full digital bank account. The products interconnect through the common theme of consigned credit with automatic payroll/benefit deduction, with the Bmg Multi and Bmg Mais cards serving as progression products for clients who transfer their benefit or maintain good standing on personal loans.

Differentiator

Problem solved

Functional benefit

Products and services

• Empréstimo Consignado (Payroll-Deduction Loan) Consigned loan product for retirees, INSS pensioners, and public servants featuring automatic payroll or benefit deduction, lower interest rates than conventional credit, and repayment terms up to 96 monthly installments; designed for borrowers with a payroll/benefit consignable margin.
• Empréstimo Pessoal Dinheiro Extra (Personal Loan / Quick Cash) Personal loan for retirees, INSS pensioners, and public servants who do not have available consigned loan margin, with funds disbursed within 24 hours after credit analysis approval, 18–26% annual interest, and 8 to 15 monthly installments.
• Cartão de Crédito Consignado Bmg (Consigned Credit Card) Consigned credit card with automatic minimum payment deduction from the cardholder's payroll or INSS benefit, featuring lower interest rates than conventional cards (2.83% monthly rotativo), no annual fee for the titular, free life insurance for INSS convênio holders, and pharmacy discounts through partner drugstores.
• Cartão de Crédito Consignado Benefício Bmg (Consigned Benefit Credit Card) Consigned benefit credit card with enhanced benefits including free life insurance (natural and accidental death coverage up to R$2,000), funeral assistance of up to R$2,000 at no additional cost, and pharmacy discounts ranging from 15% to 80% for INSS cardholders.
• Cartão Bmg Multi (Mastercard Debit + Credit) Mastercard international debit and credit card exclusive for retirees and INSS pensionists who transfer their benefit to Banco Bmg, bundling lower interest rates on personal loans and full access to Bmg digital account features (PIX, TED, bill payment, investments).
• Cartão Bmg Mais (Credit Card for Benefit Recipients) Credit card exclusive for retirees, INSS pensionists, and public servants who are current on their Dinheiro Extra personal loan and receive benefits at partner banks (Banco do Brasil, Banrisul, Bradesco, Caixa, or Santander), with no issuance fee and a subject-to-policy annual fee (anuidade) debited to the card statement.
• Antecipação do Saque-Aniversário FGTS (Empréstimo FGTS) FGTS anniversary withdrawal advance loan allowing formal workers to anticipate up to 10 annual parcels of their FGTS aniversário-withdrawal balance with preferential interest rates (up to 2.04% per month plus IOF), with annual repayment automatically deducted from the Caixa-managed birthday withdrawal.
• Seguro Prestamista (Loan Protection Insurance) Loan protection insurance underwritten by Generali that guarantees payment of loan installments in case of unforeseen events (death or disability), and includes medication assistance, free generic medicines after emergencies, and monthly prize drawings of R$2,000.
• Seguro de Vida PAPCard (Life Insurance) Life insurance exclusive for consigned credit card clients with monthly plans starting at R$19.90, bundling accidental death coverage, residential assistance, up to 60% pharmacy discounts, free unlimited generic medicines, and monthly prize drawings of up to R$40,000.
• Crédito Pessoal para Todos (Personal Credit for Social Program Beneficiaries) Personal credit product available to Bolsa Família beneficiaries, providing an accessible new borrowing option for everyday needs for clients typically excluded from traditional financial services.
• Portabilidade de Salário/Benefício (Salary/Benefit Portability) Salary and benefit portability service allowing clients to transfer their INSS benefit or salary payment to Banco Bmg, unlocking exclusive advantages including lower personal loan interest rates, longer repayment terms up to 15 installments, and a complete Bmg digital account.
• Renegociação de Dívidas (Debt Renegotiation) Debt renegotiation service allowing existing clients to consult overdue contracts, choose a renegotiation proposal, and generate payment slips without leaving home, accessible via WhatsApp, online portal, or dedicated 0800 negotiation line.
• Conta Digital Bmg (Bmg Digital Bank Account) Full-service digital bank account delivered via the Bmg app and internet banking, enabling account opening, card requests, bill payments, transfers (TED and PIX), investments, and loan management for help! customers.

Quantifiable outcome

• Lowest interest rates in the market for consigned loans, with rates as low as 18% annual on personal loans vs. industry averages of 26%+
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Caixa Econômica FederalcoreStrategic or Co-development PartnerCaixa Econômica Federal manages the FGTS (Fundo de Garantia do Tempo de Serviço) accounts and processes the annual birthday withdrawal (Saque-Aniversário) repayments. help! originates loans using FGTS balances as guarantee and receives annual repayments via Caixa's automatic processing system.
• Drogaria São Paulo e Drogaria PachecominorGTM or Marketing PartnerPharmacy network partnership providing exclusive discounts (15%–80%) to INSS cardholders of help!/Banco Bmg. Discounts apply to medications including generic and branded drugs. Valid only for in-store purchases with photo ID.
• Generali SeguroscoreStrategic or Co-development PartnerGenerali is the underwriter for help!'s insurance products including Seguro Prestamista and potentially other lines. help! serves as an authorized seller of Generali insurance policies. Generali provides 24-hour customer support and claims handling.
• MastercardcoreTechnology or IntegrationMastercard provides the card network for all help!/Banco Bmg credit cards including the consigned card, BMG Multi, and BMG Mais. Cards are accepted at all Mastercard-accredited merchants nationally and internationally.
• Shop Mundo BMG (Club of Advantages)minorGTM or Marketing PartnerExclusive discounts platform for Banco Bmg and help! customers, offering deals on appliances, groceries, and other retail products. Linked to the portabilidade de benefício (salary/benefit portability) product.
• FGTS (Fundo de Garantia do Tempo de Serviço)coreOthersFGTS is the government worker savings fund managed by Caixa Econômica Federal. help! uses FGTS balances as the underlying guarantee for the antecipação do saque-aniversário loan product. Workers can anticipate up to 10 annual birthday withdrawal parcels using their FGTS balance.

Scale indicators10 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Crefisa: Crefisa is one of Brazil's largest direct competitors in consigned and personal loans for retirees, INSS pensioners, and public servants. Operates a multi-branch retail network with similar product offerings (consigned loans, personal loans, refinancing) targeting the same demographic, making it the closest direct comparable to help!'s loan-origination business.
• Banco Pan: Banco Pan is a Brazilian mid-sized bank with a strong focus on consigned loans and consumer credit for INSS beneficiaries and public servants — directly overlapping help!'s core customer base and product mix. Operates digital channels plus a partner/correspondent network similar to help!'s model.
• Facta Financeira: Facta Financeira specializes in personal loans and consigned credit for retirees and public servants, distributing via bank correspondents and physical branches across Brazil. Direct overlap with help!'s consigned/personal-loan franchise model and target customer segments.

Broad incumbents

• Banco do Brasil: Banco do Brasil is one of the largest consigned loan originators in Brazil, serving public servants and INSS retirees through its branch network. As a federal bank with full banking capabilities, it competes broadly with help!/Banco Bmg on consigned volume, but is a much larger institution with diversified revenue.
• Caixa Econômica Federal: Caixa is the federal savings bank that manages FGTS accounts and is a major consigned loan originator for public servants and FGTS-holders. As help!'s strategic partner for FGTS-based products and a major competitor in consigned credit, Caixa represents both an ecosystem dependency and a broad market incumbent.
• Itaú Unibanco: Brazil's largest private bank offers consigned loans, credit cards, and payroll-deduction products to public servants and INSS retirees through its branch network and digital channels. Competes with help! broadly across the target customer segments as a major incumbent.
• Bradesco: Bradesco is a top-3 Brazilian private bank with a strong consigned loan business and a broad branch network serving INSS beneficiaries and public servants. As an incumbent with a national branch footprint, it competes directly with help! on consigned credit volume.
• Santander Brasil: Santander Brasil is a major full-service bank offering consigned loans, credit cards, and payroll-linked products to public servants and INSS beneficiaries. Operates a national branch network and digital channels, competing broadly with help! on consigned and personal loan volume.

Emerging players

• Nubank: Nubank is Brazil's largest digital bank and increasingly offers consigned loans and credit cards targeting INSS retirees and public servants — directly overlapping help!'s customer base but through a mobile-first model. Represents the emerging digital threat to physical-store distribution.
• Banco Inter: Banco Inter is a Brazilian digital bank offering consigned loans, credit cards, and payroll accounts via a fully digital platform. Targets similar demographics to help! with a lower-cost, app-based acquisition model — an emerging alternative to physical-branch credit distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lojashelp
• YouTubeyoutube.com/channel/UCEn_bi55VloHqWHSHQF_HCw
• Facebookfacebook.com/lojahelpcredito
• LinkedInlinkedin.com/company/help-a-sua-loja-de-cr%C3%A9dito
• Instagraminstagram.com/lojahelp/?hl=pt-br

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 help!