CLARO

Name

CLARO

Legal name

Português Claro, Lda.

Website

https://claro.pt

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Communication Clarity Consulting

NAICS

Document Preparation Services (56141), Public Relations Agencies (541820)

SIC

Services-Management Services (8741)

akta.pro primary industry

Contract Lifecycle Management (CLM) & Document Automation (BPAEAPAD)

akta.pro secondary industry

Contract Lifecycle Management (CLM) & Document Generation/Templating (HDAEAGAL)

Keywords

• Plain language consulting
• Communication clarity services
• UX writing training
• Legal design consulting
• Brand voice development

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training Services: Clear writing and communication training delivered in e-learning, online, in-person classroom, and AI-assisted formats. Training is sold to organizations for their employees or to individual professionals.
2. Consulting and Project Services: Communication clarity consulting including brand voice development, UX writing, legal design, document simplification, and organizational transformation programs.
3. ISO 24495 Certification Workshops: Free initial diagnostic workshops followed by paid consulting engagements for ISO 24495 certification preparation.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

CLARO (Português Claro, Lda.) is a Portuguese communication clarity consulting firm that helps organizations simplify complex written communications into clear, plain language. The firm delivers this through a proprietary Português Claro® methodology applied across training programs, brand voice development, UX writing, legal design, document simplification, and ISO 24495 certification support, serving enterprises and government agencies primarily in Portugal.

Product overview

CLARO (Português Claro, Lda.) is a 18-year-old Portuguese communication clarity consulting agency ('Simplificamos o que é complexo') that operates as a services firm rather than a software product company. The core offering is the Português Claro® methodology—a five-step clear writing method delivered through training programs, consulting engagements, and organizational transformation projects. The portfolio includes Brand Voice development, Legal Design, UX Writing, and an AI Program that helps organizations integrate generative AI into communications with brand alignment and ISO 24495 plain language standards. The company also offers ISO 24495 certification preparation workshops and specialized plain language simplification services for government documents, contracts, websites, and customer communications. Clients include major Portuguese organizations such as NOS, Vodafone Portugal, MEO, Fidelidade, CTT, and the Portuguese Government.

Differentiator

Problem solved

Functional benefit

Products and services

• Português Claro® Proprietary five-step methodology for simplifying written communications across websites, contracts, letters, emails, SMS, manuals, and apps into clear language understandable at first reading; applied across Claro's training, consulting, and brand voice engagements.
• Workshop ISO 24495 Diagnostic workshop that prepares organizations for ISO 24495 plain language certification, including a maturity assessment, gap analysis, and roadmap development, beginning with a free initial diagnostic.
• Programa IA (AI + Clara) A three-step modular program (Map, Train, Evaluate) that helps organizations integrate generative AI into their communication workflows while maintaining alignment with brand voice and ISO plain language standards.
• Formação (Clear Writing Training) Clear writing training delivered in e-learning, online, in-person classroom, and AI-assisted formats, teaching a five-step method for writing with clarity to organizational teams and individual professionals.
• Brand Voice Brand voice identification and dissemination consulting service that ensures a consistent, genuine verbal identity across all brand communications and customer touchpoints.
• Transformação Organizacional (Organizational Transformation) Consulting engagement guiding organizations to integrate ISO 24495 plain language standards into their strategy, work methods, and organizational culture.
• Legal Design Specialized service simplifying legal and juridical content by combining plain language principles with legal rigor, producing more accessible documents that do not burden readers.
• UX Writing User experience writing service including user research, copy development, and user testing to produce clear site and app interfaces that require no additional explanation.

Quantifiable outcome

• 34% increase in task completion rates for Segurança Social communications
• +5 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• Plain Language AssociationminorOthersProfessional association membership providing access to international plain language community and best practices
• Clarity InternationalminorOthersProfessional association membership connecting with international plain language practitioners and researchers
• C&A ConsultoresminorImplementation/ SI/ Consulting PartnerExternal company contracted to issue training certificates through the SIGO platform for DGERT-certified professional training
• DGEEC (Direção-Geral de Estatísticas da Educação e Ciência)minorImplementation/ SI/ Consulting PartnerGovernment entity that manages the SIGO platform for issuing professional training certificates and receives statistical data on vocational training in Portugal

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Content Design London: Content design consultancy rooted in the GOV.UK content design tradition, providing training, audits, and strategy work to enterprises and governments. Directly comparable specialist focus on clear content for organizations.
• Plain English Campaign: UK-based plain language advocacy and consulting organization offering training, editing, and Crystal Mark certification. Comparable on plain-language mission and certification training model, analogous to CLARO's ISO 24495 workshops.
• Radica Storytelling & Legal Design: Brazilian legal design and plain-language consultancy serving law firms, courts, and corporate legal departments. Directly comparable on legal design and contract simplification, a core CLARO offering, and serves the Brazilian market.
• Emphasis (formerly readability matters): UK-based readability and plain English consultancy serving enterprise and government clients. Direct comparable on mission and methodology, though operating primarily in English rather than Portuguese.
• Write Limited (The Writer): UK-based content design and plain language consultancy offering training, editing, and strategic content services. Comparable as a directly competing plain-language/content-design consultancy operating with similar methodologies and B2B sales-led motion.

Broad incumbents

• Nielsen Norman Group: Global UX research and consulting firm that publishes widely on UX writing and content design. Adjacent rather than direct: NN/g covers UX writing as one of many topics, while CLARO specializes purely in plain-language communication.

Regional players

• WP Studio Comunicação: Brazilian content and communication agency with plain-language and clarity offerings. Comparable on methodology and service mix, and serves the largest Lusophone market that CLARO does not yet operate in.

Others

• Clarity International: International professional association for plain language practitioners of which CLARO is a member. Not a competitor but an ecosystem participant that confers credibility and standards alignment for CLARO's service offerings.
• Plain Language Association (Plain Language Network): North-American professional association for plain language practitioners. Ecosystem peer rather than direct competitor; membership signals CLARO's positioning within the global plain-language community.

Emerging players

• Textbroker / ion interactive content services: Content production platforms and agencies offering scalable editorial and content services. Not a direct peer but represents the lower-margin, higher-volume content production category that competes for adjacent budget on routine clarity work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/claro-pt

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 CLARO