PLANEJAR

What PLANEJAR does

PLANEJAR, officially Planejar - Associação Brasileira de Planejamento Financeiro, is a Brazilian civil association (associação civil) founded in 1999 to manage and exclusively grant the international CFP® (Certified Financial Planner) certification in Brazil under license from the Financial Planning Standards Board (FPSB), the global body that controls the mark across 29 countries. Its core product is the CFP® certification examination, scheduled as the 52nd, 53rd, and 54th exam cycles in 2026 and administered at physical centers in eight major Brazilian cities plus four additional exclusive plazas, with official study materials developed in partnership with FIPECAFI. Complementary products include the Portal do Associado (member portal), Portal de Educação (continuing education platform at educa.planejar.org.br), the CFP® Professional Magazine, financial education e-books, and the annual Congresso Internacional Planejar congress.

The business model is multi-stream and recurring: one-time certification exam fees, recurring annual membership dues (anuidade) paid by the 12,000+ certified professionals, continuing education subscriptions, and exclusive partner benefits brokered with institutions such as Banco do Brasil, BTG Pactual, Sicredi, Safra, and XPI. Go-to-market combines certification-led sales, event-driven community engagement through regional PEC events and the annual congress, and community-led growth via the embaixadores (ambassadors) program and volunteer initiatives like Global Money Week and Semana ENEF. PLANEJAR is affiliated with FPSB globally and with ANBIMA domestically, and operates with 11-50 employees from its São Paulo headquarters at R. Joaquim Floriano, 1120, Itaim Bibi. No funding rounds, equity investors, or parent company structure are disclosed; it is a member-governed civil association with three elected councils (Administrative, Fiscal, and Ethics Standards) serving two-year terms elected through the General Assembly.

Name

PLANEJAR

Legal name

Planejar - Associação Brasileira de Planejamento Financeiro

Website

https://planejar.org.br

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

PLANEJAR (Planejar - Associação Brasileira de Planejamento Financeiro) is the sole Brazilian association authorized to grant the international CFP® financial planning certification, serving 12,000+ certified professionals with exams, continuing education, member benefits, and community events.

Ownership category

akta.pro rank

Product category

Professional Certification Services

NAICS

Professional Organizations (81392)

akta.pro industry

PRIMARYEDAAANAD

Finance, Accounting & Risk (CFA/CPA/FRM) Certifications

Education/Adult & Continuing Education/Professional Certification Programs

SECONDARYEDANAIAD

Accounting & Finance Certification Prep (CPA, CMA, CFA, FRM)

Education/Tutoring & Test Preparation/Professional Certification & Licensure Exam Prep

Keywords

• Financial planning certification
• Professional certification body
• CFP certification
• Financial planner education
• Professional standards association

Headquarters

HQ city

Vila Nova

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

Revenue model

1. Certification Examinations: Revenue generated from CFP certification exam fees. The association administers regular exam cycles (52nd, 53rd, and 54th exams scheduled for 2026) with registration fees. Specific exam fees are not publicly disclosed on the website.
2. Annual Membership Fees (Anuidade): CFP certified professionals pay annual membership dues to maintain their certification and access exclusive benefits including the member portal, continuing education content, professional magazine, and networking events.
3. Continuing Education Programs: The association provides educational content and courses through its Educa portal (educa.planejar.org.br), offering materials for ongoing professional development of certified planners.
4. Exclusive Member Benefits and Partnerships: Members receive access to exclusive partner benefits, discounts, and services through the monthly Clube de Benefícios Planejar newsletter and various institutional partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

PLANEJAR (Associação Brasileira de Planejamento Financeiro) is a Brazilian non-profit civil association that administers the CFP (Certified Financial Planner) professional certification in Brazil. It is the Brazilian affiliate of the global Financial Planning Standards Board (FPSB) and oversees certification standards, education, ethics, and continuing professional development for financial planning practitioners in the country.

Product overview

PLANEJAR is a professional certification and education association offering the CFP® (Certified Financial Planner) certification as its core offering. The organization operates through interconnected platforms: the Portal de Educação for continuing education courses and the Portal do Associado for member management. Educational products include official study materials developed with FIPECAFI, CFP® Professional Magazine, and financial education e-books. The certification process culminates in the CFP® Examination, administered across major Brazilian cities. Additional offerings include volunteer programs, spokesperson initiatives, and awareness campaigns like Global Money Week and ENEF.

Differentiator

Problem solved

Functional benefit

Products and services

• CFP (Certified Financial Planner) Certification Professional certification program for individual financial planners in Brazil, aligned with the global FPSB standard. Holders receive the internationally recognized CFP mark upon meeting education, examination, experience, and ethics requirements.
• Continuing Professional Education Continuing education courses and training programs that CFP-certified professionals must complete to maintain their certification and stay current with financial planning practices and regulations.
• Code of Ethics and Professional Standards Ethical standards and professional conduct rules governing CFP-certified financial planners in Brazil, including disciplinary procedures and practice standards.

Quantifiable outcome

• 69% of companies report that CFP professionals have a higher rate of growth in assets under management
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• FPSB (Financial Planning Standards Board)coreStrategic or Co-development PartnerFPSB is the global entity that manages and controls the CFP certification mark in 29 countries. Founded in the United States in 2004, FPSB establishes and promotes worldwide professional standards for financial planning. PLANEJAR is the exclusive CFP certification body in Brazil.
• ANBIMAcoreStrategic or Co-development PartnerANBIMA (Associação Brasileira das Entidades dos Mercados Financeiro e de Capitais) is a key partner in Brazil's financial industry. PLANEJAR collaborates with ANBIMA on industry standards and participated in initiatives like Finfluence 10 which ranked influencers with certifications from both organizations.
• Banco do BrasilminorGTM or Marketing PartnerBrazil's largest public bank and partner providing benefits and services to PLANEJAR members.
• BTG PactualminorGTM or Marketing PartnerBrazilian investment bank and partner offering exclusive services to CFP professionals.
• SicrediminorGTM or Marketing PartnerSicredi cooperative bank and partner providing benefits to PLANEJAR members.
• SaframinorGTM or Marketing PartnerSafra Group financial services company and partner in the CFP professional network.
• XPI (XP Investimentos)minorGTM or Marketing PartnerXPI investment platform and partner providing exclusive services to CFP certified professionals.
• InsperminorStrategic or Co-development PartnerInsper is a higher education institution specializing in economics, finance, and administration. PLANEJAR partners with academic institutions like Insper for educational content development and professional development.
• FIPECAFIminorStrategic or Co-development PartnerPLANEJAR partnered with FIPECAFI (Fundação Instituto de Pesquisas Contábeis, Atuariais e Financeiras) to develop official study materials for the CFP certification exam, including content aligned with exam modules.
• FunprespminorGTM or Marketing PartnerFunpresp (Fundação de Previdência Complementar do Servidor Público Federal) is a supplementary pension foundation and partner in the PLANEJAR ecosystem.
• Tamer ComunicaçãominorOthersPress and communications agency handling PLANEJAR's media relations including contacts with Adriano Santos, Eliana Nigro, Evandro Ribeiro, and Vivian Lima.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• CFP Board: The U.S.-based standards-setting body for CFP certification in the United States. It is the largest and most established FPSB affiliate and the original CFP certifying entity, directly comparable to PLANEJAR in mission, structure, and revenue model (exam fees, dues, continuing education).
• FPSB (Financial Planning Standards Board): The global umbrella organization that owns the CFP mark across 29 countries and grants PLANEJAR its Brazilian license. It is the closest structural and strategic peer, setting curriculum and ethics standards that PLANEJAR localizes.
• Financial Planning Association (FPA): The U.S. professional membership association for financial planners, offering continuing education, advocacy, and community events. Comparable to PLANEJAR's community-led and event-driven member engagement model.
• CFA Institute: Global issuer of the Chartered Financial Analyst designation. While focused on investment analysis rather than personal financial planning, it is a directly comparable global professional certification body with recurring dues and exam-driven revenue.
• ANBIMA: Associação Brasileira das Entidades dos Mercados Financeiro e de Capitais, the main Brazilian financial industry self-regulatory and certification body. It issues competing securities and investment certifications and is an existing partner of PLANEJAR in initiatives like Finfluence 10.
• GARP (Global Association of Risk Professionals): Issuer of the FRM and other risk-focused certifications globally. Comparable to PLANEJAR as a single-purpose international certification body monetizing exams, memberships, and continuing education programs.

Broad incumbents

• AICPA: American Institute of CPAs, issuer of the CPA credential. Comparable as a large, established finance/accounting certification body with a global footprint, though broader in scope than PLANEJAR's financial-planning focus.

Regional players

• Institute of Financial Planning (UK): UK professional body advancing financial planning standards and CFP-aligned credentials in Britain. Comparable in mission and structure to PLANEJAR but operating in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xtiktok.com/@planejar_pra_vida?_t=ZM-8tlvmcvE6rt&_r=1
• YouTubeyoutube.com/@PlanejarPraVida
• Facebookfacebook.com/APlanejarBR
• LinkedInbr.linkedin.com/company/planejar---associa%C3%A7%C3%A3o-brasileira-de-planejadores-financeiros?trk=public_post_feed-actor-name
• Instagraminstagram.com/planejarpravida
• TikToktiktok.com/@planejar_pra_vida?_t=ZM-8tlvmcvE6rt&_r=1

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 PLANEJAR