Heartman House

What Heartman House does

Heartman House Consultores LTDA is a São Paulo-based management consulting firm founded in 2001 by Victor Eduardo Báez and Stella Báez and headquartered at the Edifício Copan. The firm organizes its offering into three interconnected practice areas: Strategy (Estratégia), covering growth planning, IPO preparation, and organizational design; Management (Gestão), covering management models, efficiency improvement, post-merger integration, revenue optimization, budgeting, and digital transformation; and Execution (Execução), covering restructuring, business structuring, and interim/shared management. Services are delivered through project-based and retainer engagements with quote-based pricing; there is no software product, app, or API.

The firm serves mid-sized and large Brazilian enterprises across diversified end markets — including retail/fashion (Magazine Luiza, Lojas Renner, C&A, Grupo SOMA, Vivara, Malwee), healthcare (DASA, Dr. Consulta, Oncoclínicas), financial services (BTG Pactual, Pottenual Seguradora), food delivery and technology (iFood), automotive rental (Localiza), agribusiness (SLC Agrícola), aviation (Gol Linhas Aéreas), and convenience retail (Grupo Pão de Açúcar). Go-to-market is enterprise field sales / sales-led, with five partners — Victor Eduardo Báez (Chairperson of the board of partners), Vinicius Garcia (Managing Partner, also heading the firm's investment arm), Youssif Abichabki, Rodrigo D'Amico, and Thiago Merlo — supported by more than 100 consultants covering Strategy, Growth, Restructuring, Governance, Finance, and Innovation.

The business model is partner-led with quote-based engagement pricing; revenue is not publicly disclosed. Operational footprint is single-country (Brazil), with founder-level mention of engagements in Latin America, Spain, and Portugal but no disclosed international offices. In June 2023 the firm received LGPD certification from Bureau Veritas, and it operates a pro-bono consulting program with social impact organizations including Endeavor, Fundação Estudar, and Instituto Lojas Renner. The firm is privately held by its partners, with no institutional investors, parent company, or external capital identified.

Name

Heartman House

Legal name

Heartman House Consultores LTDA

Website

https://heartman-house.com.br

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Brazilian management consulting firm founded in 2001, providing Strategy, Management, and Execution services to mid-sized and large Brazilian enterprises across retail, healthcare, financial services, agribusiness, and technology. Partner-led engagement model with marquee clients including Magazine Luiza, Lojas Renner, BTG Pactual, and iFood.

Ownership category

akta.pro rank

Headquarters

HQ city

Santo Amaro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Professional consulting services delivered through project-based engagements and retainer arrangements. Services include strategic planning, restructuring, IPO preparation, organizational design, management improvement, and digital transformation.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Heartman House is a Brazilian management consulting firm that provides advisory and execution support in three integrated lines — Estratégia (Strategy), Gestão (Management), and Execução (Execution). It helps mid-sized and large companies address restructuring, growth, M&A, and operational transformation projects, with a partner-led engagement model.

Product overview

Heartman House is a consulting firm that offers a unified portfolio of advisory services organized across three interconnected practice areas: Strategy (Estratégia) for growth planning, IPO preparation, and organizational design; Management (Gestão) for management models, efficiency, revenue optimization, budgeting, PMI, and digital transformation; and Execution (Execução) for restructuring, structuring, and interim management. Founded in 2001, the firm serves mid-sized and large Brazilian companies seeking growth, restructuring, or professionalization.

Differentiator

Problem solved

Functional benefit

Products and services

• Estratégia (Strategy) Consulting Strategy advisory engagements covering growth strategy, restructuring, M&A, and IPO readiness for mid-sized and large Brazilian companies.
• Gestão (Management) Consulting Management consulting services supporting organizational design, governance, and performance improvement for corporate clients.
• Execução (Execution) Consulting Execution and implementation support services that help clients operationalize strategic and management initiatives end-to-end.

Quantifiable outcome

• Transform Brazil through management - impact on organizations and people

Named customers20 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered important and minor.

• Bureau VeritasimportantOthers · 27 June 2023LGPD certification partner that audited and certified Heartman House in compliance with Brazil's Personal Data Protection Law (Lei 13709/2018). The certification process began in February 2023 and covered corporate data protection policy, organizational roles, LGPD principles compliance, legal bases for data collection, risk assessment methodology, and technical security infrastructure.
• CaldeiraminorOthersSocial responsibility partnership - pro-bono management consulting support provided to this startup accelerator.
• EndeavorminorOthersPro-bono management consulting support to entrepreneur development organization.
• Fundação EstudarminorOthersPro-bono management consulting support to education foundation.
• Fundação Maria Cecilia Souto VidigalminorOthersPro-bono management consulting support to children's foundation.
• Instituto Lojas RennerminorOthersPro-bono management consulting support to retailer's foundation focused on education.
• PROAminorOthersPro-bono management consulting support to youth education nonprofit.
• MAM (Museu de Arte Moderna)minorOthersPro-bono management consulting support to museum.
• Grupo Mulheres do BrasilminorOthersPro-bono management consulting support to women's empowerment group.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PwC Strategy&: Strategy consulting arm of PwC, globally delivering corporate strategy and restructuring. Notable given the founding partner Victor Báez's prior 10-year partnership at Coopers & Lybrand (now PwC), and overlapping clientele in large Brazilian enterprises.
• EY-Parthenon (Ernst & Young): Strategy and transactions arm of EY with strong Latin American M&A, IPO readiness, and corporate transformation practice — directly comparable to Heartman House's IPO preparation and PMI offerings.
• Bain & Company: Global strategy consultancy with established São Paulo office, particularly strong in retail, consumer products, and financial services — directly relevant given Heartman House's flagship Brazilian client mix.
• Roland Berger: Global management consultancy with a strong Brazilian office serving many of the same flagship accounts (e.g., large retail, financial services, and industrial clients). Comparable on strategy and restructuring offerings to Brazilian enterprises.
• Boston Consulting Group (BCG): Global strategy consultancy with active Brazilian practice covering retail, financial services, healthcare, and technology — overlapping client base and strategy/restructuring offerings.
• Deloitte Consulting (Brazil): Big 4 advisory with large Brazilian practice delivering strategy, operations transformation, and M&A integration — overlapping Heartman House's management and execution engagements across multiple industries.
• McKinsey & Company: Global strategy leader with deep Brazil presence, serving large Brazilian enterprises on strategy, organization, and operations — competing directly for marquee accounts like Magazine Luiza and Lojas Renner.
• KPMG (Brazil): Big 4 advisory with established Brazilian practice competing for advisory and transformation mandates across retail, financial services, and healthcare — relevant for Heartman House's Brazilian enterprise client base.

Direct peers

• Falconi: Brazil's largest homegrown management consulting firm, founded by Vicente Falconi, focused on strategy, operations, and management transformation for large Brazilian enterprises. Most directly comparable peer given shared Brazilian mid/large-cap client base and overlapping strategy-to-execution value proposition.
• Alvarez & Marsal: Global firm specializing in restructuring, turnaround, and interim management — directly comparable to Heartman House's Execution practice (restructuring, structuring, and interim/shared management services).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heartman-house-consultores

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Heartman House