Grupo Pax

What Grupo Pax does

Grupo Pax, operating through its legal entity Pax Plano de Auxilio Funeral LTDA, is a Brazilian funeral assistance plan provider headquartered in Padre Bernardo, Goiás, with 14 wholly-owned branch locations spanning Goiás and the Distrito Federal (Brasília, Goianésia, Planaltina, Taguatinga, Uruaçu, Arinos, Brazlândia, Cocalzinho de Goiás, Ouro Verde de Goiás, Paracatu, Pirenópolis, Posse, Unaí). The company sells tiered monthly subscription plans — PAX PLATINIUM (R$69.99), PAX GOLD (R$86.99), and PAX VIP+ (R$156.99) — covering titular plus 5 to 14 dependents with services including coffin provision, thanatopraxy, ornamentation, funeral procession, registry guidance, and either 1,000 km or unlimited national transfer.

The technology stack is a platform-plus-modules architecture: a public website and member app (app.grupopax.com.br) for plan contracting and account management, an online obituary listing portal with 6,366+ cumulative records, a Velório Online virtual funeral viewing service for remote attendees, and a Pronto Atendimento Virtual telemedicine module providing 24/7 audio triage and video teleconsultations integrated into all 2026 plans. The company is privately held, closely held by CEO Murilo Ribeiro de Oliveira, with no disclosed institutional investors or external funding, and operates under Lei Federal 13.261 with LGPD-compliant data practices. Go-to-market is direct-to-consumer via branches, the website, a 0800 hotline, and a 24-hour WhatsApp plantão, with a secondary corporate/employer plan offering.

Name

Grupo Pax

Legal name

Pax Plano de Auxilio Funeral LTDA

Website

https://grupopax.com.br

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Grupo Pax is a Brazilian funeral assistance plan provider selling tiered monthly subscriptions (R$69.99–R$156.99) across 14 branches in Goiás and the Distrito Federal, with bundled telemedicine, virtual funeral viewing, and national transfer coverage for individual families.

Ownership category

akta.pro rank

Headquarters

HQ city

Padre Bernardo

HQ country

Brazil

HQ region

Latin America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Funeral Plan Subscriptions: Monthly subscription fees from funeral assistance plans (Plano Familiar). Plans are tiered with different coverage levels and member capacities. Payment is made via monthly bank slip (boleto bancário). Additional services such as cemetery plots, floral arrangements, and extra telemedicine for dependents are available as add-ons.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Grupo Pax sells monthly-subscribed funeral assistance plans (Plano Familiar) for Brazilian families at three tiered price points, bundling coffin, thanatopraxy, ornamentation, funeral ceremony, procession, registry guidance, and national remains transfer. Every 2026 plan includes integrated 24/7 telemedicine for the titular and access to online funeral viewing (Velório Online) plus an obituary listing platform. Add-on services such as cemetery plots, floral arrangements, and dependent telemedicine are also available.

Product overview

Grupo Pax is a funeral assistance services provider operating as a platform-plus-modules architecture. The core offering consists of three tiered funeral plans (PAX PLATINIUM, PAX GOLD, and PAX VIP+) distinguished by coffin quality, transfer limits, and dependent coverage. All 2026 plans integrate a telemedicina (telemedicine) module providing 24/7 virtual medical consultations through the Pronto Atendimento Virtual platform. Supporting services include urns/coffins, funeral ceremony and procession, cremation and burial plots, ornamentation and accessories, and national coverage with unlimited transfer. The platform also includes online funeral services (Velório Online) and an obituary listing portal.

Differentiator

Problem solved

Functional benefit

Products and services

• PAX PLATINIUM TELEMEDICINA 2026 Entry-level monthly funeral assistance plan at R$69.99/month covering titular plus up to 5 dependents, including Padrão Luxo coffin, up to 1,000km national transfer, thanatopraxy, clothing, funeral procession, ornamentation with natural/artificial flowers, cartório guidance, snack kit, and free telemedicine for titular.
• PAX GOLD TELEMEDICINA 2026 Mid-tier monthly funeral assistance plan at R$86.99/month covering titular plus up to 8 dependents, including Super Luxo coffin, unlimited national transfer, thanatopraxy, clothing, funeral procession, ornamentation with natural/artificial flowers, cartório guidance, snack kit, and free telemedicine for titular.
• PAX VIP + TELEMEDICINA 2026 Premium monthly funeral assistance plan at R$156.99/month covering titular plus up to 14 dependents, including Super Luxo coffin, unlimited national transfer, 1 floral crown, thanatopraxy, clothing, funeral procession, ornamentation with natural/artificial flowers, cartório guidance, snack kit, and free telemedicine for titular.
• Velório e Cortejo (Funeral Ceremony and Procession) Funeral wake and procession service providing compassionate care on the day of farewell, including dedicated vehicles for ceremony execution, an optional presence book, and memorial support for the bereaved family.
• Cremação e Jazigo (Cremation and Burial Plot) Cremation and burial plot service allowing families to choose the best farewell option while ensuring the deceased's wishes are respected.
• Cobertura Nacional (National Coverage Transfer) National territory remains transfer service providing transport of the deceased throughout Brazil, available with unlimited distance on the Gold and VIP plans and up to 1,000km on the Platinum plan.
• Ornamentação e Acessórios Fúnebres (Funeral Ornamentation and Accessories) Funeral ornamentation service including clothing, draping, veil, flower arrangements, mourning (cafe) kit, and other funeral accessories.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• LinkedInlinkedin.com/company/grupo-pax

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries15 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 Pax