Minds Idiomas

What Minds Idiomas does

Minds Idiomas is a Brazilian English language education franchise network founded in 2007 and headquartered in Maringá, Paraná. The company operates over 70 franchise units across all five regions of Brazil, employing 501-1,000 collaborators across the network, and has produced 10,000+ alumni who achieved fluency through its method. Its core offering is a Blended Learning methodology that combines in-person classes (in themed environments inspired by cafés, shops, and makerspaces) with an online EAD platform, marketed under the flagship 18-month hybrid course that promises fluency across all four language skills. The product portfolio spans seven course tracks: the flagship 18-Month course, Curso Flash (30-day intensive), In Company (corporate on-site training), Kids (ages 9-15), Teens (Basic/Intermediate/Advanced modules), Atendimento e Viagens (6-month travel-focused), and Up Plus (maintenance), supplemented by TOEIC certification. In June 2025 the company launched On The Go, a 100% online platform combining AI-driven personalization, 15,000+ videos, exclusive materials, conversation forums, and live teacher video classes.

The business model operates on three integrated revenue streams: (1) franchise fees and royalties from 70+ franchisees operating branded units, (2) student tuition across subscription-style monthly billing for the various course programs, and (3) direct online platform subscriptions via On The Go. Supporting monetization includes the Clube Sou Minds loyalty/benefits program (partner discounts at cinemas, restaurants, and shops) and the wholly-owned Minds Travel subsidiary, which sells student exchange and immersion programs in the USA, Canada, Australia, and New Zealand. Customer segments span individual adults (primary), children and teens, corporate clients via In Company, and niche use cases such as travel English. Marketing combines content (blog, Instagram, Facebook), event-driven campaigns (Black Friday with up to 50% discounts, Semana do Brasil), brand ambassador work with singer/actor Lucas Lucco, and community engagement (Rotary Club partnerships, ESG initiatives). The company holds 10 franchise industry awards including ABF excellence recognition and the 2024 PEGN 5-Star franchise ranking, is LGPD-compliant, and earned the ImpactACIM 2025 Gold Seal and ESG Amazônia 2025 award for sustainability practices. Leadership comprises CEO Leiza Oliveira, National Director Fabiano Castro, Publicity Director Renato Garcia, and CMO Augusto Jimenez, with Minds Travel led by CEO Lorena Peretti.

Name

Minds Idiomas

Legal name

Minds English School

Website

https://mindsidiomas.com.br

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Minds Idiomas is a Brazilian English-language education franchise network operating 70+ units across all five regions of Brazil. It delivers Blended Learning courses through themed physical classrooms and the AI-powered On The Go online platform, serving adult, teen, kid, and corporate customers.

Ownership category

akta.pro rank

Product category

Language Education & Training

NAICS

All Other Schools and Instruction (61169), Educational Services (611), Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Online/Hybrid Adult ESL & Language Learning Platforms (EDAAACAK)

akta.pro secondary industry

Online/Hybrid Lifelong Learning Platforms & Open Enrollment Programs (EDAAAEAL)

Keywords

• English language training
• Blended learning education
• Language school franchise
• Online English platform
• Corporate English courses

Headquarters

HQ city

Maringá

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees and Royalties: Revenue generated from franchise operations across 70+ locations in Brazil, including initial franchise fees and ongoing royalties from franchisees.
2. Course Tuition: Student tuition fees for various courses including 18-month program, Flash (30-day intensive), In Company, Kids and Teens, Travel and Service, Up Plus, and TOEIC preparation.
3. Online Platform Subscription: Revenue from On The Go 100% online platform subscription, accessible to students nationwide via live video classes and digital content.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Minds Idiomas is a Brazilian English language school network that teaches English through a Blended Learning methodology combining online and offline instruction across 70+ franchised units. Its flagship offering is the 18-Month Hybrid Course for adult fluency (classes of up to 6 students with online/offline flexibility), supported by specialized tracks including Flash (30-day intensive), In Company (corporate), Kids (ages 9-15), Teens (vestibular prep), Atendimento e Viagens (travel/customer service), Up Plus (maintenance), and TOEIC international certification. The company launched the On The Go 100% online AI-powered platform in June 2025 to extend reach nationwide beyond its physical franchise footprint.

Product overview

Minds Idiomas is a Brazilian English language education network operating on a Blended Learning methodology that combines online and offline instruction. The core product portfolio includes On The Go (100% online AI-powered platform launched in 2025 with 15,000+ videos and live classes), the flagship Curso 18 Meses (hybrid course achieving fluency in 18 months), specialized programs including Curso Flash (30-day intensive), Curso In Company (corporate), Curso Kids (ages 9-15), Curso Teens (with Basic/Intermediate/Advanced modules), Atendimentos e Viagens (travel-focused), and Curso Up Plus (fluency maintenance). Supporting offerings include the EAD platform for self-paced learning, Clube Sou Minds discount program, Minds Travel exchange agency, and TOEIC international certification. The network operates over 70 franchise units across Brazil with themed physical spaces.

Differentiator

Problem solved

Functional benefit

Brands

• On The Go: 100% online English learning platform with AI integration launched in 2025.
• Sou Minds
• Minds Travel

Products and services

• On The Go 100% online English learning platform launched in 2025 that combines AI, interactivity, and personalized pedagogical monitoring, providing access to more than 15,000 videos, exclusive materials, and English conversation forums, complemented by live video chat classes for direct interaction with teachers and peers; available to individual students nationwide in Brazil.
• Curso 18 Meses Hybrid English course combining in-person and online classes with groups of up to 6 students focused on conversation, designed to achieve English fluency in 18 months with the option to extend to 24 months; serves adult learners seeking comprehensive fluency across the 4 skills (listening, reading, writing, speaking).
• Curso Flash Intensive 30-day English course that teaches basic English for travel, work, or introducing the language into daily life; designed for beginners who need English quickly for a specific purpose.
• Curso In Company Corporate English training program in which Minds teachers travel to the client's premises and adapt instruction to all employee knowledge levels, providing personalized and convenient English instruction for corporate workforces across Brazil.
• Curso Kids Fun and interactive English course developed specifically for children ages 9 to 15, using a playful methodology and gamification for English learning development; designed to address engagement challenges and avoid traditional boring methods at a young age.
• Curso Teens English course for teenagers using technology, digital tools, and multimedia content to develop skills for vestibular (Brazilian university entrance) exams and conversation confidence in real-world situations; divided into three modules (Basic, Intermediate, Advanced).
• Atendimento e Viagens Beginner-focused English course with emphasis on customer service and travel vocabulary, teaching the basics needed in 6 months with groups of up to 12 students; targets learners needing English for travel and customer-service interactions.
• Curso Up Plus English maintenance course for students who want to keep daily contact with the language and improve vocabulary and fluency through conversation-focused classes that develop speaking confidence.
• Minds Travel Travel agency within the Minds Idiomas group that organizes student exchange programs and international travel experiences for language immersion in destinations including USA, Canada, Australia, New Zealand, and others; serves students aged 18-35 seeking independence, fun, and language-immersion experiences.
• Certificação Internacional TOEIC International TOEIC certification exam offered to students as part of the Minds program to validate English proficiency with a globally recognized credential.

Quantifiable outcome

• 10,000+ students achieved English fluency with the Minds method
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship, minor and core.

• Lucas LuccoflagshipGTM or Marketing Partner · 1 June 2025Singer and actor Lucas Lucco serves as brand ambassador for Minds Idiomas, starring in campaigns for the On The Go 100% online platform launch. Partnership aims to leverage his versatility and modernity to represent the brand and expand reach across Brazil.
• Rotary Club de Maringá-ColombominorStrategic or Co-development PartnerMinds Idiomas was official sponsor of Rotary Run event that raised funds for ANPR (Associação Norte Paranaense de Reabilitação) - a rehabilitation institution for people with physical and neurological disabilities. Resources will fund a digital management system.
• Minds TravelcoreChannel Partner/ Reseller/ DistributorRelated travel agency entity offering exchange programs and travel packages. Minds Travel prepares exchanges for young people ages 18-35 seeking independence, fun, and language immersion in destinations including USA, Canada, Australia, and New Zealand.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Wizard: Major Brazilian English language school franchise with nationwide presence. Directly competes with Minds in the same Brazilian ESL franchise market using a similar multi-segment (kids, teens, adults, corporate) course portfolio.
• CNA (Cultural Norte Americano): One of Brazil's largest English language school chains with hundreds of franchise units. Directly comparable to Minds Idiomas in franchise-based English language education serving similar consumer segments across Brazil.
• Cultura Inglesa: Traditional Brazilian English school chain with strong brand recognition. Competes directly with Minds in adult English instruction with a similar in-person plus online blending model.
• Yázigi: Brazilian English language school franchise. Directly comparable to Minds in product offering (English courses for kids, teens, adults) and franchise-based distribution model.
• CCAA: Brazilian English language franchise network operating across multiple states. Directly comparable to Minds in franchise-based ESL delivery and similar target demographics.
• Fisk Centro de Ensino: Long-established Brazilian language school franchise offering English and Spanish. Competes with Minds in the same franchise-driven ESL market with a similar multi-method course approach.

Broad incumbents

• EF Education First: Global education company offering English courses, online learning, and study abroad. Comparable to Minds in Brazilian English instruction and through EF Travel overlap with Minds Travel's exchange programs.
• Babbel: Subscription-based online language learning platform operating globally. Provides digital English learning competition to Minds' On The Go platform using AI-personalized lessons.
• Duolingo: Global gamified language-learning platform. Competes with Minds in the Brazilian ESL market through a free/cheap digital alternative, particularly threatening price-sensitive students and entry-level learners.

Emerging players

• Open English: Latin America-focused online English school with live classes. Comparable to Minds' On The Go platform in offering live teacher-led online English instruction to the Brazilian/LATAM market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mindsoficial
• Xx.com/mindsidiomas
• Facebookfacebook.com/mindsoficial
• LinkedInlinkedin.com/company/minds-salvador

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Minds Idiomas