What Winx does

Winx (legal entity Winx Universe Pesquisa e Desenvolvimento Ltda.) is a Brazilian people analytics SaaS company headquartered in São Paulo that builds diagnostic and continuous listening platforms for enterprise HR departments and C-level leadership teams. The company originated as a strategic consulting firm in 2011 and progressively productized its intellectual property into three core solutions: Diagnóstico de Engajamento, which applies the proprietary Engagement MAGIC methodology (Meaning, Autonomy, Growth, Impact, Connection) alongside machine learning to map employee behavioral clusters, predict attrition risk, and calculate eNPS; Diagnóstico de Cultura, which uses the University of Michigan's Organizational Culture Assessment Instrument (OCAI) to compare current versus desired organizational culture; and BoosteRH, a generative-AI-powered continuous listening module delivering personalized recommendations to leaders, HR and employees across engagement, influencer, turnover, culture, employee experience and leadership dimensions. Results are surfaced through the Winx Dashboard (app.winx.ai) with demographic filtering and export capabilities, while the Winx Survey platform (form.winx.ai) handles data collection.

The business model is enterprise SaaS delivered through annual subscriptions combined with bundled consultancy services for briefing, application and debriefing. Pricing is custom and not publicly disclosed, scaled to organization headcount (tiers from 51–200 up to 10,000+ employees). Go-to-market is consultative direct enterprise sales targeting HR directors, culture officers and people analytics teams, with a single published conversion point — a "Fale com um Consultor" demo form. The company shows no external funding rounds, no parent company, and operates as a privately held, bootstrapped entity with 11–50 employees. Its advisory and founding team includes former executives from Natura, DBM/LHH, Novartis, Accenture, Deloitte and GE, lending credibility in the Brazilian enterprise HR market. Customers include PepsiCo, C6 Bank, Azul Linhas Aéreas, C&A, Hapvida NotreDame Intermédica, Sicoob, Cencosud Brasil, Arezzo & Co, Unicred, Via, Kallan Calçados and Fundação Safra, spanning financial services, retail, healthcare, airlines, food & beverage and consumer goods. The platform is LGPD-compliant (Brazil's data protection law) and supports Microsoft Entra ID SSO for enterprise identity federation.

Name

Winx

Legal name

Winx Universe Pesquisa e Desenvolvimento Ltda.

Website

https://winx.ai

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Winx is a Brazilian people analytics SaaS company that provides AI-powered employee engagement, culture and continuous listening diagnostics to enterprise HR departments and leadership teams across major Brazilian corporations.

Ownership category

akta.pro rank

Product category

People Analytics Software

NAICS

Software Publishers (513210), Human Resources Consulting Services (541612), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

HR Technology (HRIS/HCM) Advisory & Implementation (BPAHAGAG)

akta.pro secondary industry

HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL)

Keywords

• Employee engagement analytics
• Organizational culture assessment
• People analytics software
• Continuous employee listening
• HR diagnostics platform

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. People Analytics SaaS Subscriptions: Subscription-based access to diagnostic platforms including Engagement Diagnosis, Culture Diagnosis, and BoosteRH continuous listening program. Revenue generated through recurring software licenses with consultancy services for debriefing and implementation support.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Winx sells a people analytics SaaS platform for enterprise HR departments that diagnoses employee engagement and organizational culture and provides continuous listening. Core offerings include Diagnóstico de Engajamento (proprietary Engagement MAGIC methodology plus machine learning for attrition risk and influencer mapping), Diagnóstico de Cultura (OCAI-based culture assessment), and BoosteRH, a generative AI-powered modular continuous listening program. The solutions are delivered through the Winx Dashboard and Winx Survey platforms with bundled consultative debriefing services.

Product overview

Winx is a people analytics platform offering three core diagnostic products: Diagnóstico de Engajamento (using Engagement MAGIC methodology with machine learning), Diagnóstico de Cultura (based on University of Michigan's OCAI framework), and BoosteRH (AI-powered continuous listening program). These products are delivered through the Winx Dashboard for analytics visualization and Winx Survey for data collection. The portfolio operates on a Culture-as-a-Service model, progressing from descriptive/diagnostic analytics toward predictive and prescriptive intelligence using generative AI.

Differentiator

Problem solved

Functional benefit

Brands

• BoosteRH: Modular continuous listening program that provides recommendations and feedback to HR, leaders, and employees using generative AI.
• Diagnóstico de Engajamento
• Diagnóstico de Cultura

Products and services

• Diagnóstico de Engajamento (Engagement Diagnosis) Organizational climate assessment that identifies engagement drivers using the proprietary Engagement MAGIC methodology and machine learning, mapping employee behavioral clusters, attrition risk, eNPS, and internal influence networks. Built for enterprise HR departments and leaders.
• Diagnóstico de Cultura (Culture Diagnosis) Culture effectiveness assessment based on the University of Michigan's OCAI framework that compares current vs. desired culture across Collaborate, Plan, Innovate, and Compete dimensions and ranks organizational values for HR and executive teams.
• BoosteRH Modular continuous listening program powered by generative AI that provides recommendations and feedback for HR, leaders, and employees, with modules for Engagement, Internal Influencers, Turnover, Organizational Culture, Employee Experience, and Leadership assessment.

Quantifiable outcome

• Reduced turnover through early attrition risk identification
• +3 more outcomes

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature4 records

Scale indicators1 record

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Aon: Global HR consulting and advisory firm with significant employee engagement and culture consulting practices in Brazil. Operates a much broader portfolio including total rewards, assessment, and M&A advisory.
• LinkedIn Glint (Microsoft): Employee engagement platform acquired by LinkedIn and integrated into Microsoft Viva. Offers engagement analytics as part of a broader Microsoft 365 productivity and HR ecosystem — incumbent positioning with significant distribution advantage.
• Mercer: Global HR consulting firm offering employee engagement, total rewards, and organizational design advisory. Competes with Winx in enterprise HR advisory engagements while offering a much wider service portfolio and global delivery capability.

Emerging players

• Lattice: People management platform combining performance reviews, engagement surveys, and goal tracking. Adjacent to Winx in engagement measurement but with a broader performance management focus and venture-scale growth trajectory.

Direct peers

• Workday Peakon Employee Voice: Employee engagement platform owned by Workday, offering continuous listening and analytics integrated with the broader Workday HCM suite. Direct competitor for enterprise engagement contracts, with strong bundling leverage.
• Quantum Workplace: US-based employee engagement and performance platform offering surveys, analytics, and action planning tools. Direct competitor in the engagement measurement category with a focus on mid-market and enterprise customers.
• Culture Amp: Global employee engagement and culture analytics platform serving enterprise customers. Directly competes with Winx in the engagement survey and people analytics category with overlapping use cases including pulse surveys, eNPS, and culture assessments.
• Great Place to Work Brasil: Brazil's leading workplace culture certification and consulting firm. Overlaps with Winx's Culture Diagnosis service for clients pursuing culture assessment and the GPTW certification pathway, with strong local brand recognition.
• Officevibe (SurveyMonkey): Employee engagement and feedback platform from SurveyMonkey. Provides similar survey-based engagement measurement functionality targeting HR teams in mid-market and enterprise segments, with comparable pricing models.

Others

• Decisionwise: Engagement and culture consultancy whose MAGIC framework is associated with Winx's engagement methodology. Functions as a methodology licensor/ecosystem partner rather than a direct competitor in the Brazilian market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks2 records

Key highlights4 records

Customer concentration

• YouTubeyoutube.com/@winxai
• LinkedInlinkedin.com/company/winxrh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Winx