What Seu Dinheiro does

Seu Dinheiro (legal entity SEU DINHEIRO PUBLICAÇÕES LTDA.) is a Brazilian digital financial media portal founded in 2018 and headquartered in São Paulo, targeting individual retail investors seeking accessible Portuguese-language coverage of stocks, fixed income, real estate funds (FIIs), private pensions, ESG investing, and personal finance. The core product is a free, SEO-optimized news website augmented by the SD Select premium tier, which adds gated special reports, research reports, eBooks, courses, and bookmarking functionality. The technology stack is a conventional web-based publishing platform with a CMS, email and Telegram/WhatsApp distribution infrastructure, and a suite of interactive financial calculators and simulators. Revenue is generated primarily through display advertising and sponsored content from affiliated partners (notably Empiricus Research, BTG Pactual-affiliated brands, Market Makers, Global X, and Amazon), with SD Select positioned as a free engagement layer rather than a paid subscription.

The company is a wholly owned subsidiary of Empiricus Research Publicações S.A., part of Grupo Empiricus, which is itself owned by Banco BTG Pactual. This ownership structure provides distribution leverage from Empiricus's 340,000+ subscriber base and integration with BTG's research and brokerage ecosystem, but also creates disclosed conflicts of interest in coverage of affiliated products. Additional product lines include the Clube de Investidores investor club (bundling Empiricus and BTG Pactual research with community access), ESG-focused coverage (Carteira ESG), the podcast 'Touros e Ursos' on YouTube, specialist columnists, and the lifestyle-oriented 'A Dinheirista' program. Distribution is exclusively digital via the website, mobile web, email, YouTube, Telegram, and a WhatsApp channel, with operations confined to Brazil.

Name

Seu Dinheiro

Legal name

SEU DINHEIRO PUBLICAÇÕES LTDA.

Website

https://seudinheiro.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Seu Dinheiro is a Brazilian digital financial media portal serving retail investors with Portuguese-language news, investment guides, and interactive calculators, operated as a subsidiary of Empiricus Research within the BTG Pactual group.

Ownership category

akta.pro rank

Product category

Financial News and Investment Media

NAICS

Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Digital Magazine & Newspaper Subscription Platforms (Paywalls, Membership) (MPAJAMAD)

akta.pro secondary industry

Lead Generation & Performance Media (B2B/B2C) (MPAAACAK)

Keywords

• Financial news publishing
• Investment education content
• Personal finance media
• Stock market analysis
• Brazilian financial journalism

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Advertising: The primary revenue stream consists of display advertising and sponsored content on the website. The site features branded content sections (SD branded) and accepts advertising from financial services, investment platforms, and related companies.
2. SD Select Premium Subscription: The SD Select membership provides exclusive gated content including special reports, curated content, bookmarking features, eBooks, and courses. The premium offering complements the free news content and creates a recurring revenue stream from engaged readers.
3. Sponsored/Promoted Content: Partnered content from financial research companies (Empiricus), investment education platforms (Market Makers), and financial product providers. This includes investment recommendations and sponsored articles from partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Seu Dinheiro operates a Brazilian digital financial media portal publishing investment news, market analysis, and personal finance content for retail investors. The platform runs on a freemium model offering free editorial content supplemented by a premium SD Select membership area with exclusive research reports, eBooks, courses, and curated analysis. Revenue is generated through display advertising, sponsored content partnerships (notably with Empiricus and BTG Pactual), and recurring premium memberships.

Product overview

Seu Dinheiro is a Brazilian financial news portal providing investment news and education. The core product is the news portal covering markets, economy, companies, politics, and personal finance. The platform operates a freemium model with a free news section and premium SD Select membership offering exclusive content. Additional offerings include educational guides covering fixed income, real estate funds, treasury bonds, and retirement planning; interactive financial calculators (investment simulator, compound interest, retirement); ESG-focused investment recommendations; podcasts (Touros e Ursos); expert columns; and an investor club with curated research from Empiricus and BTG Pactual partners. The company also offers sponsored investment content through Empiricus partnership.

Differentiator

Problem solved

Functional benefit

Brands

• SD Select: Exclusive membership area offering extra content, special reports, complimentary research reports, news bookmarking feature, eBooks, and courses for SD Select members.
• SD Clu

Products and services

• Portal Seu Dinheiro Brazilian financial news portal covering stock market, investments, economy, politics, real estate funds, ESG, and personal finance with real-time news updates, market analysis, expert columns, and educational content. Targeted at Brazilian retail investors and individuals interested in personal finance.
• Guias de Investimento (Investment Guides) Educational guides library covering investment topics including fixed income, real estate funds (FIIs), treasury bonds, CDBs, debentures, private credit, private pension plans (PGBL/VGBL), and retirement planning. Targeted at Brazilian retail investors seeking foundational and advanced investment education.
• Ferramentas Financeiras (Calculators and Simulators) Suite of interactive financial planning tools including investment simulator, retirement (pension) simulator, compound interest calculator, simple interest calculator, passive income calculator, and living-off-income calculator. Targeted at Brazilian retail investors planning investments and retirement.
• Podcast Touros e Ursos Financial podcast featuring market analysis and special guests discussing major market events and investment opportunities, distributed via the Seu Dinheiro YouTube channel. Targeted at Brazilian retail investors and financial enthusiasts.
• Clube de Investidores Investor club membership offering curated news delivery, special reports, BTG Pactual and Empiricus research reports, exclusive content, podcasts, and community access. Targeted at engaged Brazilian retail investors seeking institutional-grade research and community engagement.

Quantifiable outcome

• Coverage spans multiple content categories including stocks, fixed income, real estate funds, personal finance, politics, ESG, lifestyle, entrepreneurship, and international markets

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Empiricus ResearchcoreStrategic or Co-development PartnerEmpiricus Research is the parent company of Seu Dinheiro, which is owned by Empiricus Research Publicações S.A. The partnership provides cross-promotional opportunities where Seu Dinheiro readers can access Empiricus premium content, and Empiricus subscribers gain exposure to Seu Dinheiro's editorial coverage. The relationship also creates an integrated investor community platform.
• Market MakersminorGTM or Marketing PartnerMarket Makers is an investment education platform that partners with Seu Dinheiro to deliver content including events featuring company executives (such as the Magazine Luiza CEO) and educational programs on using AI for investing. Content is marked as sponsored/partner content.
• Global XminorGTM or Marketing PartnerGlobal X is an ETF provider that creates sponsored content on Seu Dinheiro promoting their products, such as defense sector ETFs available in Brazil. Content is branded as 'Conteúdo Global X'.
• Amazon (AMZO34)minorGTM or Marketing PartnerAmazon content partnership where Seu Dinheiro publishes investment analysis on Amazon stock (AMZO34) as sponsored content from Empiricus, exploring investment opportunities in the company.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Money Times: Brazilian financial news portal focused on stock market, investments, cryptocurrencies, and personal finance. Direct competitor in digital financial journalism for Brazilian retail investors with similar SEO-driven, advertising-supported model.
• Brazil Journal: Subscription-based Brazilian business and markets news outlet covering companies, capital markets, and macro. Comparable in financial-news subscription/content model and Brazilian investor audience, though more premium-priced.
• NeoFeed: Digital Brazilian business and investment media outlet covering markets, companies, and wealth. Comparable in financial-news digital publishing model targeting affluent Brazilian investors and executives.
• InfoMoney: Brazilian digital financial news portal owned by Editora Abril covering markets, investments, personal finance, and economy with live blogs and analysis. Highly comparable in product (news portal), target audience (Brazilian retail investors), and freemium/media monetization model.
• Investing.com Brasil: Global financial portal with strong Brazilian presence offering quotes, charts, news, and analysis for retail investors. Comparable in tools-plus-content digital experience targeting active Brazilian retail traders.

Broad incumbents

• Valor Econômico: Brazil's flagship financial newspaper covering markets, companies, and macro (Globo/NYT partnership). Comparable in Brazilian financial news publishing for investors and executives; broader incumbent with print legacy.
• Empiricus Research: Parent/sister company within Grupo Empiricus providing investment research, recommendations, and asset management. Closely comparable as a Brazilian financial content/research publisher sharing the same subscriber ecosystem and BTG Pactual ownership.
• Yahoo Finance Brasil: Localized edition of Yahoo Finance providing Brazilian market data, news, and portfolios. Comparable as a digital-first financial information destination for Brazilian retail investors.
• Bloomberg Brasil: Brazilian edition of global financial data and news brand. Comparable in financial news/data for Brazilian professional and retail investors; broader incumbent with global product portfolio.

Emerging players

• Suno Research: Brazilian independent investment research subscription brand offering stock picks and recommendations. Comparable in subscription/club model reaching Brazilian retail investors seeking curated investment ideas.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SeuDinheiro
• Xx.com/seu_dinheiro_br
• LinkedInlinkedin.com/company/seu-dinheiro

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 Seu Dinheiro