What Programa Leilões does

Programa Leilões (legal entity: Paulo Horto Leilões Ltda., CNPJ 01.393.833/0001-22) is a privately held Brazilian auction platform operated from Londrina, Paraná, with regional offices in Cuiabá (Mato Grosso) and Rio de Janeiro. The company intermediates transactions in cattle genetics (Nelore, Gir Leiteiro, Girolando, Sindi, Angus), agricultural machinery, and equine assets (Mangalarga Marchador, Crioulo), serving cattle ranchers, genetic producers, equipment owners, and horse breeders across Brazil.

The platform combines a proprietary website (programaleiloes.com), dedicated iOS and Android mobile applications, and live broadcast transmission through a network of Brazilian rural TV partners — Canal Rural, Agro+, TV Criar, Terra Viva, Lance Rural, Canal do Criador, and Remate Web Plus. Supporting infrastructure includes a Módulo Cliente (client/registration management), a Módulo Pagamento (payment processing module), and detailed online catalogs featuring animal videos, PDF lot information, and genetic evaluations (PMGZ, ANCP, Geneplus). The technology stack is fundamentally a multi-channel live streaming and event-management platform, with no disclosed AI/ML components. The company is LGPD-compliant (Brazilian General Data Protection Law).

Programa Leilões monetizes through commission and transaction fees on each auction event conducted via the platform, with specific commission rates set per auction rather than published as standardized pricing. The go-to-market motion is event-driven: a continuously updated auction calendar drives participation, supplemented by partnerships with major breed exhibitions (notably Megaleite, the largest dairy cattle exhibition in Brazil) and co-organized events like the Mega Remate de Máquinas Agrícolas with Remate Agroshop. Distribution leverages organic social (Facebook, Instagram), YouTube video catalogs, WhatsApp-based direct customer communication, and rural TV broadcast partnerships. The owner and principal figure is Paulo Horto, recognized publicly as a leading figure in the Brazilian livestock auction industry. The company has no disclosed institutional investors, parent company, or external funding.

Name

Programa Leilões

Legal name

Paulo Horto Leilões Ltda.

Website

https://programaleiloes.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Programa Leilões is a privately held Brazilian auction platform, operated by Paulo Horto Leilões Ltda. from Londrina, Paraná, that intermediates livestock genetics, agricultural machinery, and equine auctions through a proprietary website, mobile apps, and multi-channel rural TV broadcast partnerships across Brazil.

Ownership category

akta.pro rank

Product category

Livestock Auction Services

NAICS

Livestock Merchant Wholesalers (424520)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Commodity Contracts Brokers & Dealers (6221)

akta.pro primary industry

Land & Farm/Ranch Real Estate Auctions (BPAJAEAD)

akta.pro secondary industries

Livestock Identification & Recordkeeping Services (RFID Tagging, Traceability Setup) (AFACAEAH), Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL), Herd Handling, Sorting & Restraint Services (Chute Work, Weighing, Tagging) (AFACAEAG)

Keywords

• Livestock auctions
• Cattle genetics trading
• Agricultural equipment auctions
• Rural auction platform
• Online livestock marketplace

Headquarters

HQ city

Londrina

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Auction Commission / Transaction Fees: Programa Leilões charges commission fees on livestock, genetics, and agricultural equipment auctions conducted through their platform. The platform intermediates transactions between sellers (ranchers, genetic producers, equipment owners) and buyers across Brazil.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Programa Leilões operates Brazil's leading rural and livestock auction platform, intermediating transactions between sellers (cattle ranchers, genetic producers, equipment owners) and buyers across Brazil. The platform hosts both virtual and in-person auctions for cattle genetics (Nelore, Gir Leiteiro, Girolando, Sindi, Angus), horses (Mangalarga Marchador, Crioulo), and agricultural machinery, with live broadcasts across multiple TV channels and streaming partners. Revenue is generated through commission fees on completed transactions.

Product overview

Programa Leilões operates as a unified auction platform for rural and agricultural products in Brazil. The core platform is supported by two main modules: Módulo Cliente (Client Module) for participant management and Módulo Pagamento (Payment Module) for transaction processing. A mobile application extends accessibility to iOS and Android users. The platform facilitates live and virtual auctions across multiple cattle breeds (Nelore, Gir Leiteiro, Girolando, Sindi, Angus), equestrian events, agricultural machinery, and genetic material (semen, embryos). Auctions are broadcast through multiple channels including Canal Rural, Remate Web Plus, Lance Rural, Canal do Criador, Terra Viva, TV Criar, and Soma Web.

Differentiator

Problem solved

Functional benefit

Products and services

• Programa Leilões Web Platform

Quantifiable outcome

• R$ 400 million in business at Megaleite 2026 with ~90,000 visitors and 37.12% average price increase in Programa Leilões auctions
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and major.

• Canal RuralcoreGTM or Marketing PartnerPrimary television broadcast partner for live auction transmissions, reaching rural producers throughout Brazil with real-time auction coverage and bid participation.
• Remate AgroshopcoreStrategic or Co-development PartnerCo-organizer of the Mega Remate Máquinas Agrícolas, a specialized agricultural machinery auction platform combining Remate Agroshop's equipment expertise with Programa Leilões' auction infrastructure and national reach.
• TV CriarmajorGTM or Marketing PartnerTelevision broadcast partner for auction transmissions, expanding reach to rural producer audiences across Brazil.
• Terra VivamajorGTM or Marketing PartnerTelevision broadcast partner specializing in rural content, providing additional channel for live auction coverage.
• Agro+majorGTM or Marketing PartnerRural television channel partner for agricultural machinery auction broadcasts and content distribution.
• Lance RuralmajorGTM or Marketing PartnerDigital platform and TV partner for rural auction broadcasts, extending reach to livestock and agricultural producers.
• Remate Web PluscoreTechnology or IntegrationAuction transmission platform providing streaming infrastructure for live bid participation in virtual auctions.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Trajano Silva Leilões: Long-established Brazilian livestock and rural auctioneer (Pedro Trajano Silva) operating in-person and virtual cattle/equine auctions across Northeast and South regions; comparable to Programa Leilões in auction methodology, target customer (breeders, ranchers), and commission-driven economics.
• Lance Certo Leilões: Brazilian rural online auction platform conducting cattle, equine, and machinery auctions; comparable to Programa Leilões in digital broadcast auction infrastructure, target customer base, and transaction-fee revenue model.
• Central Leilões: Brazilian rural auctioneer (Central Leilões) running in-person and online livestock and equipment auctions with multi-region reach; comparable to Programa Leilões in target market (cattle ranchers, farmers) and event-driven GTM.
• Leiloagro: Brazilian rural and livestock auction platform running online and in-person auctions for cattle, genetics, and machinery, directly overlapping Programa Leilões in product category, target buyer (ranchers/farmers), and revenue model (commission-based auctions).
• SDP Leilões Rural: Brazilian rural auction house specializing in cattle, horse, and agricultural asset auctions with online broadcast capability; overlaps directly with Programa Leilões in product, customer, and commission-based revenue model.
• Mega Leilões (Mega Remate): Brazilian livestock and rural asset auction platform, including named 'Mega Remate' branded events that overlap directly with Programa Leilões' Mega Remate Máquinas Agrícolas format in machinery, cattle, and asset categories.
• Superbid (Nova Superbid): Brazilian digital auction platform (formerly Superbid Exchange) hosting live online auctions across multiple asset classes including vehicles, judicial assets, and rural equipment; competes for a share of machinery/equipment and broader rural transactions with Programa Leilões and uses a similar multi-channel broadcast approach.
• Adilson Pacheco Leilões: Brazilian livestock auctioneer hosting cattle, horse, and breeding animal auctions (including Nelore and Gir breeds), directly comparable to Programa Leilões in target breed associations, buyer/seller profiles, and event-based auction model.

Others

• Canal Rural: Major Brazilian rural television channel and core broadcast partner for Programa Leilões; included as ecosystem enabler/distributor rather than direct competitor, because its business model is media/advertising rather than commission-based auction transactions.

Emerging players

• JBJ Genética Bovina: Brazilian Nelore genetic program that recently absorbed Nelore JMP (a Programa Leilões marquee customer), and is a participant in genetic auctions including Megaleite; relevant as a customer/competitor at the boundary of auction platform and genetic producer vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ProgramaLeiloes
• Facebookfacebook.com/programaleiloes
• Instagraminstagram.com/programaleiloes
• Xx.com/programaleiloes

Compliance1 record

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 Programa Leilões