What Grupo Memorial does

Grupo Memorial is a privately held São Paulo-based group of companies, legally organized under HS Administração e Participações Limitada (CNPJ 43.354.752/0001-63), providing integrated funeral, cemetery, and cremation services across Brazil. Founded in 1981 and operating for over 44 years, the group runs an end-to-end death-care platform encompassing funeral home services (Vale Memorial), park-style cemeteries (Memorial Parque Paulista in Embu das Artes, Jardim Vale da Paz in Diadema), a vertical cemetery with integrated crematorium (Memorial Litoral in Guarujá), funeral insurance products distributed through a strategic partnership with MAPFRE (Assist. Individual/Familiar I-III), and a recurring gravesite floriculture subscription service (Florecer). The company's go-to-market is sales-led, anchored on a 24/7 emergency hotline (0800 770 1321) and WhatsApp-driven service activation, supported by a Family Agent model that assigns a dedicated coordinator to each bereaved family across the full service lifecycle — from body removal and bureaucratic processing through burial or cremation and post-funeral gravesite maintenance.

The technology stack is operationally modern but not deeply proprietary. The group operates a vertical cemetery with biosecurity controls (Memorial Litoral), an online wake-streaming service (Velório Online) powered by the third-party UltrAI broadcast platform across three of its facilities, and a digital floriculture ordering platform with photographic delivery confirmation (Florecer). No AI/ML capabilities, patents, or proprietary software platforms were disclosed.

Revenue is generated through four streams: recurring monthly funeral insurance subscriptions (R$17.46-R$99.64/month) via MAPFRE, one-time funeral service fees (transfer, embalming, transport, wake organization, burial), cemetery plot sales and perpetual maintenance contracts across both park and vertical formats, and recurring floriculture subscriptions (R$300-R$999/year). No revenue figures, headcount, or shareholder composition are disclosed. The group serves primarily families in mourning and pre-planning individuals/families in the São Paulo region, with nationwide reach achieved through a partner/reseller network rather than owned infrastructure.

Name

Grupo Memorial

Legal name

HS Administração e Participações Limitada

Website

https://grupomemorial.net

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Grupo Memorial is a privately held Brazilian funeral services group founded in 1981, operating cemeteries, crematoriums, funeral homes, and MAPFRE-distributed funeral insurance in São Paulo state with nationwide partner-network coverage for individual families.

Ownership category

akta.pro rank

Product category

Funeral Services

NAICS

Funeral Homes and Funeral Services (812210), Cemeteries and Crematories (812220), Death Care Services (8122)

SIC

Life Insurance (6311)

akta.pro primary industry

Final Expense / Burial Life Insurance (FSAIABAF)

akta.pro secondary industry

Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO)

Keywords

• Funeral services
• Cemetery services
• Cremation services
• Funeral insurance plans
• Gravesite maintenance

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Funeral Insurance/Pre-need Plans: Monthly subscription-based funeral insurance plans offered in partnership with MAPFRE, covering individual and family policies with coverage for funeral services, family agent support, casket, flowers, and transport
2. Funeral Services: One-time services including body removal, embalming, tanatopraxia, death certificate processing, funeral transport (air/land), wake organization, and burial services
3. Cemetery Plots and Maintenance: Sale and perpetual maintenance of cemetery plots (parque and vertical), crypts, and mausoleums with ongoing maintenance fees
4. Floriculture Subscription Service (Florecer): Recurring flower delivery service to gravesites with quarterly, semi-annual, and annual subscription plans, including photo confirmation of deliveries

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Grupo Memorial provides integrated funeral and cemetery services in Brazil, combining monthly funeral insurance subscription plans, one-time funeral services (body removal, embalming, wake organization, burial, cremation), cemetery plot sales with perpetual maintenance at both park-style and vertical cemeteries, and digital add-on services for remote family participation. Its owned infrastructure includes funeral homes, two park-style cemeteries, a vertical cemetery with integrated crematorium, and digital platforms for online wake streaming and remote gravesite flower delivery.

Product overview

Grupo Memorial is a diversified funeral and cemetery services provider offering an integrated portfolio of funeral insurance plans (Assist. Individual, Assist. Familiar I/II/III), funeral home services (Vale Memorial), cemetery facilities (Memorial Parque Paulista, Jardim Vale da Paz, Memorial Litoral vertical cemetery), cremation services, and an online floriculture service (Florecer). The company operates with a network of Family Agents providing personalized 24-hour support, complemented by digital services including online wake broadcasting and virtual tours. All services are coordinated through a unified service model centered on humanized care and dignified support for families.

Differentiator

Problem solved

Functional benefit

Brands

• Funerária Vale Memorial: Full funeral service offering including transfer, wake organization, and burial with humanized service and modern infrastructure.
• Memorial Litoral
• Memorial Parque Paulista
• Jardim Vale da Paz
• Crematório Memorial

Products and services

• Assist. Individual Individual funeral insurance plan for one person, covering the policyholder up to 75 years old with a 30-day waiting period, monthly premium of R$17.46, including spouse (to 80), minor children (to 21/24 if university), and parents (to 80).
• Assist. Familiar I Family funeral insurance plan ideal for couples, with monthly premium of R$32.92 and 30-day waiting period, presented as the best cost-benefit option for couples.
• Assist. Familiar II Family funeral insurance plan for smaller families, with monthly premium of R$66.93 and 30-day waiting period.
• Assist. Familiar III Family funeral insurance plan for larger families, with monthly premium of R$99.64 and 30-day waiting period.
• Floricultura Online (Florecer) Online flower delivery subscription service for gravesites with placement at the tomb and photographic record; offers Plano Equilibrium (R$300 quarterly), Plano Serenità (R$580 semi-annual), and Plano Continuum (R$999 annual, with 10% savings and 20-day cancellation notice).
• Vale Memorial Funeral Services Complete funeral service offered by Grupo Memorial's owned funeral home brand, including transfer, wake organization, and burial with humanized service and modern infrastructure across locations in Diadema and Embu das Artes with easy Rodoanel access.
• Agente Familiar (Family Agent) Personalized 24-hour support service providing families with a dedicated agent through all stages after a death, including bureaucratic procedures, emotional support, and end-to-end guidance.
• Crematório Memorial Cremation service offering a sustainable option with personalized memorial ceremonies, ecumenical chapels, and ash disposition options including personalized urns, spreading in significant locations, or transformation into jewelry.
• Cemitério Vertical Memorial Litoral Vertical cemetery in Guarujá near Enseada with wake rooms, ceremony space, integrated crematory, and individual crypts featuring biosecurity technology, environmental responsibility, and 24-hour security.
• Memorial Parque Paulista High-standard private park cemetery located in Embu das Artes on Rodovia Régis Bittencourt (KM 275), with spacious areas for contemplation, nature contact, virtual tour availability, and sale of burial plots with ongoing maintenance.
• Jardim Vale da Paz Private park cemetery located in Diadema at Av. dos Pereiras, 600, offering contemplative spaces and burial plot sale options with ongoing maintenance.
• Velório Online Online wake broadcasting service powered by UltrAI enabling families to watch live funeral ceremonies remotely at Memorial Parque Paulista, Jardim Vale da Paz, and Memorial Litoral locations.
• Serviços Funerários (Complete Funeral Services) Complete funeral services offering 24-hour assistance, ambulance and mortuary transport, embalming, thanatopraxy, death certificate procedures, and aerial/terrestrial transport, available throughout Brazil through Grupo Memorial's partner network.

Quantifiable outcome

• 24/7 availability including holidays
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• MAPFREcoreChannel Partner/ Reseller/ DistributorMAPFRE is a major insurance partner providing funeral insurance distribution through Grupo Memorial. The partnership offers funeral insurance plans (Assist. Individual, Assist. Familiar I, II, III) that provide monthly subscription-based coverage for funeral expenses including casket, flowers, transportation, and family agent support.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• StoneMor Partners: US-based cemetery operator and funeral services provider. Comparable in park cemetery operation, perpetual-care annuity model, and integrated death-care platform — though at much larger US scale.
• Dignity plc: UK-based funeral services operator with owned funeral homes, crematoria, and pre-need funeral plans. Comparable recurring pre-need revenue model and integrated platform strategy, though operating in a different geography.
• Service Corporation International (SCI): North America's largest funeral, cemetery, and cremation services operator with broad geographic footprint. Relevant benchmark for vertical integration economics and recurring cemetery annuity revenue model that Grupo Memorial replicates at smaller scale.
• InvoCare: Australia and New Zealand's largest funeral services operator with cemetery, crematoria, and pre-need plan businesses. Comparable integrated death-care platform and pre-need insurance model at broader APAC scale.

Direct peers

• Grupo Gonçalves: One of the largest funeral service groups in Brazil with multiple funeral homes, cemeteries, and crematoriums across multiple states. Directly comparable to Grupo Memorial in offering integrated funeral, cemetery, and cremation services to Brazilian families.
• Cortel: Brazilian funeral services group operating cemeteries, crematoriums, and funeral homes with national presence. Direct competitor in integrated death-care services with similar product breadth to Grupo Memorial.
• Jazida: Brazilian funeral services provider offering funeral plans and cemetery services. Comparable in the death-care insurance and pre-need segments, with subscription-based offerings similar to Grupo Memorial's Assist. plans.
• Univer Brasil: Brazilian death-care services group focused on cemeteries, cremation, and funeral services. Comparable to Grupo Memorial's vertical integration across physical death-care assets in the Brazilian market.

Others

• MAPFREVida: Insurance arm of MAPFRE in Brazil and Grupo Memorial's distribution partner for funeral insurance. Comparable as the insurance partner underwriting the Assist. plans; relevant for understanding the insurance distribution economics Grupo Memorial depends on.

Emerging players

• LutoFácil: Brazilian digital-first funeral services platform offering simplified funeral plan comparison and contracting. Comparable to Grupo Memorial's pre-need insurance and digital services strategy, though asset-light versus Memorial's owned physical footprint.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/grupomemorial
• LinkedInbr.linkedin.com/company/hz-administra-o-e-participa-es-ltda---grupo-memorial
• Instagraminstagram.com/grupo_memorial/?hl=pt-br

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Grupo Memorial