Pronali

What Pronali does

Pronali (legal name: PRONALI SERVICOS ADMINISTRATIVOS E RECURSOS HUMANOS LTDA) is a Brazilian human resources consulting firm founded in 2006 in Jundiaí, São Paulo. The company delivers a full-cycle HR services portfolio — recruitment and selection, payroll management, behavioral training, labor law consulting, job description mapping, and general HR consulting — targeted at small and medium-sized enterprises (PMEs). It expanded service coverage to Sorocaba in 2022 and now serves clients across financial management, IT, collections, legal advisory, sales, and call-center verticals.

The firm's proprietary assets are non-technological: a Portuguese-language HR blog covering organizational culture, mental health, performance feedback, labor law, and career development, plus a suite of free online calculators and generators (CLT severance, 13th salary, turnover, cost-per-hire, compound interest, 50/30/20 budget, WhatsApp link, password generator). These function as top-of-funnel content marketing and lead-generation tools. There is no proprietary software platform, API, or AI/ML capability disclosed; service delivery relies on the firm's team of HR professionals.

Pronali operates a sales-led B2B go-to-market, with quote-based pricing (no public rate cards), direct contact via phone/WhatsApp/email, and the Gupy recruitment platform used as a distribution channel for job postings. Revenue streams are professional services (consulting retainers/projects) and managed services (HR administration and document storage). The company is privately held under Brazilian LTDA structure with no disclosed institutional investors, funding rounds, or M&A activity; revenue is not publicly reported.

Name

Pronali

Legal name

PRONALI SERVICOS ADMINISTRATIVOS E RECURSOS HUMANOS LTDA

Website

https://pronali.com.br

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Pronali is a Brazilian HR consulting firm founded in 2006 in Jundiaí, São Paulo, providing recruitment, payroll, labor compliance, and behavioral training services to small and medium-sized enterprises across Jundiaí and Sorocaba.

Ownership category

akta.pro rank

Product category

HR Consulting Services

NAICS

Human Resources Consulting Services (541612), Employment Placement Agencies and Executive Search Services (56131)

SIC

Services-Management Services (8741), Services-Management Consulting Services (8742)

akta.pro primary industry

Comprehensive HRO (Multi-Process HR Outsourcing) (BPACAKAA)

akta.pro secondary industry

Recruiting Administration Outsourcing (Recruitment Support, Scheduling, Onboarding Ops) (BPACAKAG)

Keywords

• HR consulting services
• Payroll management
• Recruitment services
• Labor law compliance
• Behavioral training

Headquarters

HQ city

Jundiaí

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HR Consulting Services: Professional HR consulting services billed on a project or retainer basis to small and medium businesses. Services include recruitment and selection, payroll management, behavioral training, labor law consulting, and job description mapping.
2. HR Administrative Services: Administrative support services for HR functions, including document management and storage services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pronali is a Brazilian HR consulting firm that sells outsourced HR services to small and medium businesses, including recruitment and selection, payroll management, labor law consulting, behavioral training, job description mapping, and general people management consulting. Its services are complemented by free online calculators and an educational HR blog used as lead-generation assets. The company operates from Jundiaí and Sorocaba in São Paulo state.

Product overview

Pronali is an HR consulting firm (consultoria de Recursos Humanos) founded in 2006 in Jundiaí, SP, Brazil, serving small and medium enterprises. Its offering is a portfolio of consulting services complemented by free online tools. The core services include Recrutamento e Seleção (recruitment and selection), Gestão da Folha de Pagamento (payroll management), Treinamentos Comportamentais (behavioral training), Consultoria Trabalhista (labor law consulting), Mapeamento de Descrições de Cargos (job description mapping), and Consultoria em Recursos Humanos (general HR consulting). Supporting the services, Pronali provides a suite of online calculators and generators — Calculadora de Rescisão CLT, Calculadora de 13° Salário, Calculadora de Turnover, Calculadora de Juros Compostos, Calculadora 50/30/20, Calculadora de Custo por Contratação, Gerador de Link para WhatsApp, and Gerador de Senha Forte — which serve as lead-generation and client-education tools aligned with its HR expertise. The company also maintains a blog covering HR topics such as organizational culture, mental health at work, performance feedback, and labor law.

Differentiator

Problem solved

Functional benefit

Products and services

• Recruitment and Selection (Recrutamento e Seleção) Recruitment and selection service that builds client teams with talent aligned to business objectives, including candidate sourcing, screening, and hiring support. Targeted at small and medium Brazilian businesses without in-house HR.
• Payroll Management (Gestão da Folha de Pagamento) Payroll management service that mitigates risks through analysis of the client's business category, ensuring accurate compensation processing and regulatory compliance. Targeted at SMB clients.
• Behavioral Training (Treinamentos Comportamentais) Behavioral training services to engage client teams and prepare them for current market challenges, focused on developing interpersonal and soft skills. Targeted at SMB clients.
• Labor Law Consulting (Consultoria Trabalhista) Labor consulting service that identifies procedural and legal non-conformities to ensure compliance with Brazilian labor legislation. Targeted at SMB clients needing CLT compliance support.
• Job Description Mapping (Mapeamento de Descrições de Cargos) Job description mapping service for planning and enhancing assertiveness in people management, defining roles and responsibilities within client organizations. Targeted at SMB clients.
• HR Consulting (Consultoria em Recursos Humanos) General human resources consulting service to perfect business structure and enable growth through strategic HR practices and people management frameworks. Targeted at SMB clients.
• People Management Consulting (Consultoria de Gestão de Pessoas) People management consulting service that helps clients refine their organizational structure to enable business growth. Targeted at SMB clients seeking strategic HR support.
• CLT Severance Calculator (Calculadora de Rescisão CLT) Free web-based calculator for computing Brazilian CLT employment termination payouts, including notice period, proportional vacation, 13th salary, and FGTS severance. Used as a free lead-generation tool.
• 13th Salary Calculator (Calculadora de 13° Salário) Free online calculator for computing the Brazilian 13th salary (décimo terceiro), supporting single installment, first, and second installment payment options. Used as a free lead-generation tool.
• Turnover Calculator (Calculadora de Turnover) Free online calculator for computing employee turnover rates to evaluate organizational health and HR performance metrics. Used as a free lead-generation tool.
• Compound Interest Simulator (Calculadora de Juros Compostos) Free compound interest simulator with formulas and graphs for financial planning and calculation. Used as a free lead-generation tool.
• 50/30/20 Budget Calculator (Calculadora 50/30/20) Free budget planning tool implementing the 50/30/20 budgeting rule for personal financial management. Used as a free lead-generation tool.
• Cost per Hire Calculator (Calculadora de Custo por Contratação) Free calculator for determining the cost per hire by aggregating recruitment advertising, HR software, team salaries, interview costs, and training expenses. Used as a free lead-generation tool.
• WhatsApp Business Link Generator (Gerador de Link para WhatsApp) Free tool that generates shareable WhatsApp Business links for direct customer communication. Used as a free lead-generation utility.
• Strong Password Generator (Gerador de Senha Forte) Free online tool for generating strong and secure passwords for personal and professional digital security. Used as a free lead-generation utility.

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Pontotel: Pontotel provides HR outsourcing, payroll, time tracking, and eSocial compliance solutions for small and medium Brazilian businesses. It overlaps directly with Pronali's core HR outsourcing and payroll services for the SMB segment.
• Convenia: Convenia is a Brazilian HR outsourcing and SaaS platform focused on SMBs, offering payroll, benefits, and personnel management. It directly competes with Pronali in the same SMB customer segment but delivers primarily through a digital SaaS model rather than consulting.
• Sólides: Sólides is a Brazilian HR tech company offering recruitment, behavioral assessments, and people management software for SMBs. It competes with Pronali's recruitment and selection service area, with a more technology-driven delivery model.
• Flash: Flash is a Brazilian HR and benefits platform for SMBs that combines payroll, benefits, and corporate cards. It competes with Pronali's HR outsourcing and payroll services with a digital-first, productized approach.
• Worky: Worky is a Brazilian HR outsourcing and benefits platform targeting SMBs, offering payroll, benefits administration, and HR compliance. It directly overlaps with Pronali's HR outsourcing and payroll management offerings for the SMB market.

Broad incumbents

• LG lugar de gente: LG lugar de gente is an established Brazilian HR technology and outsourcing company offering HR, payroll, and talent management solutions. It serves the same SMB-to-mid-market segment as Pronali but with a national footprint and proprietary technology platform.
• Deel: Deel is a global HR, payroll, and Employer of Record platform expanding aggressively in Brazil. While focused on cross-border employment, it increasingly competes with local HR outsourcing firms like Pronali for SMB HR and payroll services.
• TOTVS: TOTVS is Brazil's largest enterprise software company, with a major HR/Payroll suite (TOTVS RH) serving companies of all sizes. It is a broad incumbent in the same HR services space, with significantly greater scale, technology, and geographic reach than Pronali.
• Senior Sistemas: Senior Sistemas is a major Brazilian technology provider offering HR management, payroll, and workforce solutions. It competes with Pronali in HR outsourcing and payroll but operates nationally as part of a broader enterprise software portfolio.

Regional players

• Pontes & Larratea: Pontes & Larratea is a Brazilian HR consulting and advisory firm offering recruitment, training, and HR strategy services. It is comparable to Pronali as a traditional HR consultancy, but operates primarily in southern Brazil rather than São Paulo state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pronalirhjundiai
• LinkedInlinkedin.com/company/pronali
• Instagraminstagram.com/pronalirhjundiai

Revenue estimate

Valuation estimate

Number of profiles

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 Pronali