PrimaVida

What PrimaVida does

PrimaVida is a Brazilian dental insurance operator (operadora de planos odontológicos) headquartered in Rio de Janeiro and structured as Prima Vida Odontologia de Grupo Limitada (CNPJ 08.787.782/0001-62). The company designs, distributes, and administers subscription-based dental coverage plans across four customer segments: individuals and families (pessoa física), public servants (servidor público), corporate clients (pessoa jurídica), and unions or professional associations (sindicato). Coverage spans eleven dental specialties — consultations, emergency/urgency, surgery, restorative dentistry (dentística), endodontics, periodontics, pediatric dentistry, radiology, prevention, prosthetics, and extractions — delivered through a credentialed network of more than 10,000 dentists across Brazil with an exclusive Rio de Janeiro state footprint. As an ANS-regulated insurer, PrimaVida publishes annual IDSS (Índice de Desempenho da Saúde Suplementar) scores and audited financial statements (Demonstrações Contábeis), with continuous filings spanning 2016 through 2025.

Underlying technology is a digital-first operating stack: a virtual insurance card (carteirinha virtual) accessible via smartphone/tablet, a 24/7 credentialed-network locator application (Rede Credenciada 24h), fully online treatment authorization workflows, and dedicated WhatsApp service channels segmented by beneficiary, corporate HR, commercial, and provider audiences. A segregated multi-portal access system (commercial collaborator, beneficiary, company, broker, dentist) on the s4e.com.br platform supports onboarding and service workflows, while an e-commerce portal (ecommerce.primavida.com.br) handles direct individual and SMB enrollment.

The business model is recurring subscription revenue, billed monthly or annually, with plan variants and pricing determined per-persona rather than via published tiered pricing. Distribution combines direct digital sales, a WhatsApp-enabled commercial sales team, insurance brokers (corretores), and credentialed dentists who also serve as touchpoints. Four physical offices — Rio de Janeiro (headquarters), São Paulo, Belo Horizonte, and Ariquemes (Rondônia) — anchor regional representation. Value is differentiated through 24-hour plan activation, a wide provider network, online authorization speed, pharmacy discount add-ons via partnership with Droga Raia and Drogasil, and two-time recognition (bi-campeão) under the Oscar do Seguro award from CVG/RJ.

Name

PrimaVida

Legal name

Prima Vida Odontologia de Grupo Limitada

Website

https://primavida.com.br

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

PrimaVida is a Brazilian ANS-regulated dental insurance operator offering subscription-based plans to individuals, public servants, companies, and unions via a network of 10,000+ credentialed dentists nationwide, supported by a digital-first platform with virtual cards and online authorization.

Ownership category

akta.pro rank

Product category

Dental Insurance

NAICS

Health Care and Social Assistance (62)

SIC

Services-Health Services (8000)

akta.pro primary industry

Dental Insurance (FSAIAHAA)

akta.pro secondary industries

Group Dental Plans (Employer-Sponsored) (HLAEAIAG), Stand-Alone Dental Plans (Individual/Family) (HLAEAIAF)

Keywords

• Dental insurance plans
• Group dental coverage
• Oral health benefits
• Dental provider network
• Corporate dental plans

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Insurance Subscription Plans: PrimaVida generates revenue through recurring subscription fees paid by beneficiaries for dental insurance coverage. Plans are offered to individuals, public servants, legal entities, and unions. Revenue is recurring on a monthly or annual billing cycle.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

PrimaVida sells subscription-based dental insurance plans covering 11 dental specialties (consultations, emergencies, surgeries, restorative dentistry, endodontics, periodontics, pediatric dentistry, radiology, prevention, prosthetics, and extractions) through a national network of 10,000+ credentialed dentists. Plans are offered to individuals, companies, public servants, and unions, with digital tools for enrollment, virtual insurance card access, real-time dentist lookup, online treatment authorization, and 24/7 WhatsApp support.

Product overview

PrimaVida offers a comprehensive dental insurance platform with multiple plan variants including individual, business, public servant, and union plans. The core offering provides coverage across 11 dental specialties (consultations, emergencies, surgeries, restorative dentistry, endodontics, periodontics, pediatric dentistry, radiology, prevention, prosthetics, and extractions) through a network of over 10,000 affiliated dentists. Digital tools include virtual ID cards, online treatment authorization, and 24/7 WhatsApp support. Additional benefits include pharmacy discounts through Droga Raia and Drogasil partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Plano Odontológico PrimaVida (Dental Plan) Comprehensive dental insurance plan covering consultations, emergencies, surgeries, restorative dentistry, endodontics, periodontics, pediatric dentistry, radiology, prevention, prosthetics, and extractions, delivered via a national credentialed network with digital enrollment, virtual ID card, and online treatment authorization.
• Planos para Pessoa Física (Individual Plans) Dental insurance plans for individuals and families in Brazil, providing access to PrimaVida's network of more than 10,000 dentists with a virtual ID card and 24-hour activation.
• Planos para Empresas (Business Plans) Corporate dental insurance plans offering comprehensive oral health coverage for employees and their dependents, with online treatment authorization and digital beneficiary management.
• Planos para Servidor Público (Public Servant Plans) Specialized dental plans designed for public sector employees and government workers, with dedicated support channels and coverage tailored to the public sector.
• Planos para Sindicato (Union Plans) Dental insurance plans for unions and professional associations, providing group coverage options for union members.
• Planos para Prefeitura São Paulo (São Paulo City Hall Plans) Specialized dental coverage plans for São Paulo city (Prefeitura de São Paulo) employees, with access to PrimaVida's national provider network.

Quantifiable outcome

• 277,406 procedures performed
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Droga Raia e DrogasilminorGTM or Marketing PartnerPrimaVida has partnered with Droga Raia and Drogasil pharmacy chains to offer beneficiaries discounts on medicines and hygiene products at participating drugstores. This partnership adds pharmacy discount benefits to PrimaVida's dental insurance plans, enhancing the overall value proposition for beneficiaries.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Odontoprev: Brazil's largest dedicated dental plan operator (operadora de planos odontológicos), selling individual, corporate, and SME dental plans through a national network of dentists. Most direct comparable to PrimaVida by business model, customer segments, and product structure.
• Uniodonto: National network of dental cooperatives (odontological cooperatives) operating across Brazilian states, offering individual and corporate dental plans. Comparable to PrimaVida in product offering, with a cooperative-owned dentist network model.
• SulAmérica Odonto: Dental insurance line of major Brazilian insurer SulAmérica, offering individual, family, and corporate dental plans. Comparable to PrimaVida in product set and target segments, with substantially larger scale.
• Unimed Odonto: Cooperative dental plan system from Unimed, Brazil's largest medical cooperative network. Competes with PrimaVida in individual and corporate dental plans, leveraging a federated, nationwide cooperative footprint.
• Hapvida NotreDame Intermédica (Odonto): Major Brazilian healthcare group offering dental plans alongside medical plans to individuals and corporate clients. Comparable to PrimaVida in targeting the corporate benefits channel and combining health/dental offerings.
• Porto Seguro Odonto: Dental insurance product from Porto Seguro, a major Brazilian insurance group. Sells individual and corporate dental plans comparable to PrimaVida's product set, distributed through brokers and direct sales.
• Bradesco Seguros (Bradesco Dental / Odonto): Bradesco's dental insurance product distributed through the Bradesco bank/insurance group. Directly competes with PrimaVida in corporate dental plans and individual plans, leveraging a much larger brand and distribution footprint.
• Amil Dental (UnitedHealth Group): Dental plans from Amil, the UnitedHealth-owned healthcare operator in Brazil. Competes head-to-head with PrimaVida in individual and corporate dental coverage, with much larger network and parent-company scale.

Broad incumbents

• MetLife Odonto (Brasil): International insurer MetLife's Brazilian dental offering. Provides comparable individual and group dental products as part of a broader life and benefits portfolio; competes with PrimaVida in corporate dental benefits but is not specialized in dental-only.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/primavida.dentall
• LinkedInlinkedin.com/company/primavida
• Instagraminstagram.com/primavida.dental
• Xx.com/primavidadental

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 PrimaVida