Grupo Invita

What Grupo Invita does

Grupo Invita is a Brazilian network of 16 independent organizations operating across 13 states in the funeral services, cemetery, crematorium, and family assistance plan sectors. Founded in 2014 as G36 Participações and rebranded to Invita in 2018, the group is headquartered in São Paulo and legally registered as INVITA PARTICIPACOES LTDA. The group provides its member companies with corporate governance, sales methodology training (MIV), process modeling, IT consulting, and access to a comprehensive Life Care product portfolio. The core product is the Plano de Assistência Familiar (Family Assistance Plan), a monthly subscription (R$50-60 for standard, R$300 for premium) covering 8-10+ family members with funeral services, insurance products (death, disability, critical illness, bone fracture, hospitalization), and assistance services (discount networks, pet, auto, senior, dental, health).

The business model is structured around a network/partnership GTM motion: Grupo Invita acquires or partners with independent funeral operators, provides governance and management consulting, and integrates the Life Care product suite into member companies' sales channels. Revenue streams include subscription family assistance plans (primary), insurance products (5% of revenue, projected to grow to 15% within 4 years), assistance services, capitalization/financial products, and network membership fees. The group sells 3,000-5,000 plans per month and serves 3.5 million customers collectively. Backing partnerships with MAG Seguros and Mongeral Aegon provide insurance underwriting capacity, while a 2019 fintech partnership is building national data infrastructure across the network.

The combined revenue of all 16 member organizations is approximately R$350 million, representing roughly 5% of the R$7 billion Brazilian grief market. The group differentiates through its Life Care positioning, which extends value beyond the single death event into ongoing live-time benefits (medical discounts, dental, pharmacy, gym, loans, assistance services), resulting in customer retention improvement from 35% to 70%. Leadership is held by Gilmar de Melo Mendes (Chairman, also a professor at Fundação Dom Cabral) and Renato Kell (Operations Director).

Name

Grupo Invita

Legal name

INVITA PARTICIPACOES LTDA

Website

https://grupoinvita.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Grupo Invita is a Brazilian network of 16 independent funeral homes, cemeteries, crematoriums, and family assistance companies across 13 states, offering subscription-based Life Care plans (R$50-300/month) to 3.5 million classes C/D and premium customers, generating combined annual revenue of R$350 million.

Ownership category

akta.pro rank

Product category

Funeral and Life Care Services

NAICS

Funeral Homes and Funeral Services (812210), Direct Life, Health, and Medical Insurance Carriers (52411), Other Individual and Family Services (624190)

SIC

Life Insurance (6311), Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321), Services-Membership Organizations (8600)

akta.pro primary industry

Final Expense / Burial Life Insurance (FSAIABAF)

akta.pro secondary industries

Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO), Group AD&D (Standalone or Bundled with Life) (FSAIADAG)

Keywords

• Family assistance plans
• Funeral services
• Life care benefits
• Burial insurance
• Grief market network

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Family Assistance Plans: Monthly subscription plans for family assistance providing funeral services, death care, and Life Care benefits. Plans are paid monthly and cover the family group (which can include 8, 10 or more people). Plans range from approximately R$50-60 per month for standard plans to R$300 per month for premium plans. This is the primary revenue stream.
2. Insurance Products: Insurance and protection products including death insurance, disability, critical illness, bone fracture, hospitalization, and other events. Currently represents 5% of the R$350 million revenue but is projected to grow to 15% within 4 years. Products include MQC (any cause death), MA (accidental death), IPA (permanent disability), AFC (complementary funeral assistance), DIHA (hospitalization daily), and others.
3. Assistance Services: Personal assistance services including discount networks, crime victim assistance, school assistance, pet assistance, senior assistance, professional placement, dental SOS, and health assistance. Also includes assistance in elementary branches such as residential emergency, condominium emergency, company emergency, professional indication, tech help desk, and auto/motorcycle/truck assistance including towing, mechanical Socorro, locksmith, fuel, and tire services.
4. Network Membership and Consulting Fees: Revenue from the network of 16 member organizations in 13 states. The group provides corporate governance solutions, network management, operational support, and professional services to member companies. This includes actuarial and accounting support, HR, commercial and marketing, operational, and support area improvement.
5. Capitalization and Financial Products: Capitalization products with sweepstakes and loan services that settle future installments of family assistance contracts for beneficiaries. The group also provides financial services including personal loans at accessible costs compared to market averages.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels4 records

Core offering

Grupo Invita distributes and supports monthly subscription-based Family Assistance Plans (Planos de Assistência Familiar) through its network of 16 member funeral companies across 13 Brazilian states. The plans bundle funeral/death care with insurance products (death, accidental death, disability, serious illness, bone fracture, hospitalization), capitalization/savings with sweepstakes, personal assistance (discount network, pet, senior, dental, school), health assistance, and vehicle assistance, shifting the model from Death Care to Life Care. To member companies, the group also sells corporate governance, sales methodology (MIV), IT consulting, and process modeling services.

Product overview

Grupo Invita operates as a network of 16 organizations across 13 Brazilian states in the death care and Life Care market. The company's core product is the Plano de Assistência Familiar (Family Assistance Plan), a monthly subscription that has evolved from traditional funeral assistance to comprehensive Life Care coverage. The portfolio includes insurance products (death, accidental death, crime victim coverage, permanent disability, terminal illness advance, congenital disease, serious illness, bone fracture), capitalization/savings products, and assistance modules covering personal services (discount network, crime victim assistance, PET, Senior, dental), health assistance (fitness, nutrition, psychological, emergency removal), vehicle assistance (towing, mechanical), and residential assistance. Corporate governance services include management consulting, sales intelligence methodology (MIV), process modeling, and IT consulting and governance. The insurance products are backed by MAG Seguros, with Mongeral Aegon handling additional coverage through exclusivity agreements.

Differentiator

Problem solved

Functional benefit

Brands

• Instituto Invita: Instituto affiliated with the group, mentioned on the website as part of the group structure.

Products and services

• Planos de Assistência Familiar (Family Assistance Plans) Monthly subscription plan sold to Brazilian families that provides funeral assistance upon death along with a Life Care bundle of insurance, capitalization, personal loans, discounts at clinics, gyms, schools, universities, convalescence materials, and assistances (pet, vehicular, senior, health, residential). Coverage typically extends to a family group of 8-10+ members.
• Governança Corporativa (Corporate Governance Services) Corporate governance and consulting services delivered to independent funeral-sector companies that join the Invita network, covering management model design, process analysis and diagnosis, best-practices committees (MIV, LGPD, Process and Innovation, Commercial and Portfolio Management), and leadership development.
• MIV - Método de Inteligência de Vendas (Sales Intelligence Method) Proprietary sales intelligence methodology offered to member companies, consisting of portfolio analysis of services, products and tools; commercial management with routing, dashboards, and commercial indicators; and training programs including sales guides, objection handling, leadership school, and seller training.
• Modelagem de Processos (Process Modeling Services) Consulting service that analyzes and models all resources involved in a member company's processes - people, facilities, automation and technology, administrative and financial services - applying best existing methodologies and industry practices adapted to each company's reality.
• Consultoria em TI e Governança de TI (IT Consulting and IT Governance) IT consulting and IT governance services offered to network members, supporting the technology backbone needed to operate Life Care products, integrate insurance distribution, and consolidate data across the network.

Quantifiable outcome

• Customer retention rate doubled from 35% to 70% after implementing Life Care services
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Mongeral AegoncoreOthers · 1 January 2017In 2017, Grupo Invita signed an exclusivity agreement with Mongeral Aegon to commercialize insurance policies in the Brazilian grief market. The exclusivity agreement covers not only the offer of protections for individuals but also the distribution of insurance through other companies in the market that moves approximately R$7 billion annually. This partnership is key to the group's strategy of growing insurance products from 5% to 15% of revenue.
• MAG SeguroscoreOthersMAG Seguros provides insurance guarantees for Grupo Invita's protective securities and insurance products. MAG has nearly 200 years of operation in Brazil and maintains operations spanning more than 20 countries. This partnership ensures the financial backing and regulatory compliance for insurance products offered through the network.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/grupoinvitaoficial
• Instagraminstagram.com/grupoinvita
• LinkedInlinkedin.com/company/grupo-invita

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Grupo Invita