FranklinCovey Brasil

What FranklinCovey Brasil does

FranklinCovey Brasil operates as the Brazilian corporate training and leadership development subsidiary of Franklin Covey Co. (NYSE: FC), operating under legal entity FC Brasil Consultoria e Representações Ltda (CNPJ 03.736.621/0001-26). Founded in 2000 and headquartered in São Paulo with 38 employees, the firm localizes Stephen Covey's flagship methodologies—including the 7 Habits of Highly Effective People, 4 Disciplines of Execution (4DX), 5 Choices to Extraordinary Productivity, Speed of Trust, and Sales Performance—for the Brazilian enterprise market. Active geographic coverage spans São Paulo and additional regions including the Southeast, Northeast, North, and South of Brazil under the leadership of CEO Bill Moraes.

The company's offering combines a tiered All Access Pass subscription platform with project-based professional services, including certified workshops and a 12-week implementation cycle designed to embed behavioral and execution frameworks inside client organizations. Mission Builder functions as a complementary deployment tool that extends the methodology into strategy-execution work. The technical architecture is facilitator-led rather than technology-led: content IP is licensed from the parent company and delivered through certified local trainers, with the subscription tier providing organizational access to the catalog.

Revenue mechanics blend recurring All Access Pass subscription fees with workshop, certification, and consulting engagements sold on a quote-based, headcount- or scope-tied pricing model. Customers span financial services (Sicredi), healthcare (Hugol, Agir Saúde), and manufacturing (Woodbridge, Maxion). The distribution model is enterprise-direct, leveraging the brand and upstream R&D of NYSE-listed parent Franklin Covey Co. while operating independently on localization, client delivery, and commercial execution in Brazil.

Name

FranklinCovey Brasil

Legal name

FC Brasil Consultoria e Representações Ltda

Website

https://franklincovey.com.br

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

FranklinCovey Brasil delivers localized Franklin Covey leadership development programs—including the 7 Habits, 4 Disciplines of Execution, and Mission Builder frameworks—to Brazilian enterprises through an All Access Pass subscription and certified workshops across multiple regions.

Ownership category

akta.pro rank

Product category

Professional Training & Leadership Development Services

NAICS

Professional and Management Development Training (61143), Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Project, Quality & Operations (PMP PDUs, Six Sigma, Quality CE) (EDAAALAM)

akta.pro secondary industries

Customer Success (Adoption, Retention & Expansion) (EDABABAG), Customer Success Operations & Health Scoring (Renewals/QBRs) (EDABABAM)

Keywords

• Leadership training
• Corporate development
• Professional training
• Productivity solutions
• Sales performance

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. All Access Pass Subscriptions: The company generates recurring revenue through tiered All Access Pass subscription plans (Personal Effectiveness Pass, All Access Pass, and All Access Pass Plus) that provide organizations unlimited access to FranklinCovey's training content library.
2. Workshop and Training Programs: Revenue from in-person and online workshop delivery covering solutions like the 7 Habits, 4 Disciplines of Execution, Sales Performance, and Leadership programs.
3. Corporate Training Implementation: 12-week implementation programs for sales performance and execution solutions with specific return-on-investment objectives and measurable outcomes.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

FranklinCovey Brasil delivers corporate training and professional development services in Brazil based on Stephen Covey's principle-centered methodologies. Its portfolio includes flagship programs such as The 7 Habits of Highly Effective People, The 4 Disciplines of Execution, The 5 Choices to Extraordinary Productivity, Speed of Trust, Customer Loyalty Leadership, and the Promovendo o Sucesso dos Clientes sales series, delivered via workshops, live online sessions, and the All Access Pass annual subscription platform.

Product overview

FranklinCovey Brasil offers a comprehensive portfolio of professional development and leadership training solutions organized into a platform-plus-modules architecture. The flagship offering is the All Access Pass subscription program, which provides unlimited access to content through three tiers: Personal Effectiveness Pass (entry level), All Access Pass (core leadership offerings), and All Access Pass Plus (results-focused for execution, sales, and customer loyalty). Core programs include the internationally recognized Os 7 Hábitos das Pessoas Altamente Eficazes (7 Habits) leadership framework, As 4 Disciplinas da Execução (4DX) execution methodology, and As 5 Escolhas para uma Produtividade Extraordinária productivity program. The Sales Performance solution comprises three modules: Promovendo o Sucesso dos Clientes covering Pipeline Filling, Opportunity Qualification, and Sales Closing. Additional offerings include trust-building (Liderando na Velocidade da Confiança), customer loyalty (Liderando a Lealdade de Clientes), and digital tools such as the Construtor de Missão mission-building platform. Content is delivered through in-person workshops, online training, webcasts, and e-learning formats.

Differentiator

Problem solved

Functional benefit

Brands

• Construtor de Missão: Mission Builder tool that helps individuals, families, and teams create mission statements
• All Access Pass
• All Access Pass Plus
• Personal Effectiveness Pass
• 4 Disciplinas da Execução (4DX)
• Promovendo o Sucesso dos Clientes

Products and services

• Os 7 Hábitos das Pessoas Altamente Eficazes (The 7 Habits of Highly Effective People)
• As 4 Disciplinas da Execução (The 4 Disciplines of Execution) Training program that teaches leaders and teams the four disciplines of execution to consistently deliver on strategic goals amid the whirlwind of daily operations.
• As 5 Escolhas para uma Produtividade Extraordinária (The 5 Choices to Extraordinary Productivity) Program that helps professionals make high-value decisions to dramatically increase productivity and effectiveness at work.
• Liderando na Velocidade da Confiança (Leading at the Speed of Trust) Leadership program focused on building trust as a core operational asset to reduce costs and accelerate results across the organization.
• Liderando a Lealdade de Clientes (Leading Customer Loyalty) Program that teaches leaders how to transform their business into a customer-loyalty-driven organization by aligning operations around client value.
• Promovendo o Sucesso dos Clientes (Driving Customer Success) Three-module sales training series that helps sales professionals understand, position, and win business by building trust and value with prospects.
• Construtor de Missão (Mission Builder) Digital tool that guides leadership teams through a structured process to define and operationalize the organization's mission, vision, and values.
• All Access Pass Annual subscription platform providing access to FranklinCovey content across three tiers (Liderança, Executivo, and Premium), enabling organizations to scale training across their workforce.

Quantifiable outcome

• 70% of strategies fail due to execution deficiencies, not lack of vision - 4DX addresses this systemic problem
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• John Maxwell Team: Coaching and leadership training franchise with Latin American operations, selling leadership development programs, workshops, and certification to enterprises and professionals. Direct competitor for leadership training wallet share.
• Wilson Learning Worldwide: Global corporate training company specializing in leadership, sales, and customer experience solutions, with operations across the Americas. Comparable to FranklinCovey in offering multi-module leadership and sales effectiveness curricula sold to enterprise clients.
• DDI (Development Dimensions International): Specialized leadership development and talent management firm with assessment-driven training programs for executives and managers. Directly comparable to FranklinCovey's leadership development track and 12-week implementation model.
• Center for Creative Leadership (CCL): Nonprofit research and training institution focused on leadership development and executive education globally. Comparable on leadership-only curriculum depth and B2B delivery methodology to FranklinCovey's 7 Habits and Leadership Modular Series.
• Dale Carnegie Training (Brazil): Globally recognized corporate training franchise operating in Brazil, delivering leadership, sales, communication, and interpersonal skills training through workshops and enterprise programs. Closest direct peer to FranklinCovey Brasil given overlapping curriculum (leadership/soft skills), similar workshop-plus-enterprise model, and franchise structure.
• BTS Group: Global leadership and sales performance transformation firm working with Fortune 500 clients on sales force effectiveness and strategy execution. Closely comparable to FranklinCovey's sales performance and 4DX execution offerings.

Broad incumbents

• Korn Ferry: Global organizational consulting firm with a large leadership and talent development practice including executive coaching and corporate training. Broader scope than FranklinCovey but overlaps in leadership development as one of several service lines.
• Skillsoft (Sumtotal/Pluralsight): Large enterprise digital learning platform providing on-demand leadership and business content subscriptions to global corporations. An indirect but increasingly competitive incumbent especially for FranklinCovey's All Access Pass subscription tier.

Regional players

• Cegos (Brazil operations): French-headquartered corporate training multinational with a strong Brazilian presence offering leadership, project management, and HR training. Direct competitor in the Brazilian enterprise L&D market, particularly for project management and certification-adjacent content.

Others

• Franklin Covey Co. (Parent, NYSE: FC): The publicly listed parent company that owns the underlying methodology, content IP, and brand. Strategic decision-maker for the Brazilian subsidiary and the most direct upstream peer for content and franchise economics, though not a competitive overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/franklincoveybr
• Facebookfacebook.com/FranklinCoveyBrasil
• LinkedInlinkedin.com/school/franklincovey-brasil

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 FranklinCovey Brasil