Holi Connection

What Holi Connection does

Holi Connection is a Brazilian wellness technology startup that operates a SaaS platform designed to identify and develop what it terms "Power Skills" — existential competencies framed as the inherent characteristics each person is born to express, grounded in Positive Psychology methodology. The platform combines a proprietary conversational intelligence algorithm with structured HR dashboards, delivered through a three-stage self-knowledge journey (Discovery via dialogue-based assessment, Activation and Deepening via personalized development trails, and HR/Leadership Insights via organizational dashboards), supplemented by a mobile app for daily engagement and an integrated performance management module.

Holi is structured as a spin-out of Selpe Gente e Gestão, a 58-year-old Brazilian HR consulting firm, and operates from the Órbi Conecta innovation hub in Belo Horizonte, Minas Gerais. The company sells through a consultative, sales-led motion targeting enterprise HR departments, corporate leaders, and indirectly individual employees at client organizations, with named enterprise customers spanning beverage, industrial, banking, logistics, manufacturing, and F&B sectors (Heineken, Komatsu, Porto, Patrus, Roca, Aço Cearence, Barbosa Melo, Paul, among others). Revenue is generated through annual subscription plans for platform access plus professional services delivered via the Holi Expert consulting tier; pricing is not publicly disclosed and is provided upon consultation. The leadership team combines CEO Hegel Botinha (cross-appointed from Selpe) with formally trained Heads of Consulting and Psychology.

The company operates with a small team (5 employees) and is private, with no external institutional funding disclosed in available sources. Key engagement, retention, and product metrics (NPS, Power Skills identification rate) are shown as redacted placeholders on the company website, indicating either undisclosed data or pre-scale disclosure posture.

Name

Holi Connection

Legal name

Holi Connection

Website

https://holiconnection.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Holi Connection is a Brazilian SaaS platform that identifies and develops "Power Skills" (existential competencies) for employees through proprietary conversational AI grounded in Positive Psychology. It serves enterprise HR departments and corporate leaders via annual subscriptions plus consulting services, sold through a consultative enterprise sales motion.

Ownership category

akta.pro rank

Product category

HR Technology / Wellness Tech

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

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

akta.pro primary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

akta.pro secondary industry

Holistic & Integrative Wellness Education (Ayurveda, Traditional Practices) (EDAAAHAH)

Keywords

• Power Skills identification
• Wellness technology platform
• Employee engagement software
• Existential competency development
• HR consulting services

Headquarters

HQ city

Brazil

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription / SaaS Platform Access: Holi Connection operates on a subscription basis, offering different plans (Holi Expert, among others) that provide access to the platform's Power Skills identification and development journey, along with dashboards and insights for HR and leadership.
2. Consulting Services (Holi Expert Plan): The Holi Expert plan includes fully articulated consulting aligned to the client's pain points and objectives, supporting the implementation of the Holi methodology in the people management ecosystem. This represents a professional services revenue component alongside the software subscription.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Holi Connection operates a SaaS Wellness Tech platform that identifies, activates and deepens employees' "Power Skills" (existential competencies) through a proprietary conversational intelligence algorithm. The offering combines the core platform with HR/leadership dashboards, a performance management module, an accompanying mobile app for daily engagement, and an optional consulting layer (Holi Expert) that supports enterprise clients in implementing the methodology across the people management cycle.

Product overview

Holi Connection is a Wellness Tech company offering the only Power Skills identification and development platform in the market. The core offering is a SaaS platform centered on a self-knowledge journey that identifies existential competencies (Power Skills) through a proprietary conversational intelligence algorithm. The platform consists of the main Holi Connection Platform, supplemented by the Holi Expert consulting plan and Specialized Consulting services. The self-knowledge journey includes three stages: Discovery (Power Skills identification), Activation and Deepening (personalized development), and Insights for HR (strategic dashboards). Additional modules cover performance management and a mobile app for ongoing user engagement. The platform integrates with various HR management processes including recruitment, PDI development, and organizational culture strengthening.

Differentiator

Problem solved

Functional benefit

Brands

• Holi: The core platform and product brand for Power Skills identification and development.

Products and services

• Plataforma Holi Connection The primary Wellness Tech platform that identifies and develops Power Skills (existential competencies) through a conversational intelligence journey, providing insights for individual self-knowledge and organizational HR management.
• Jornada de Autoconhecimento (Self-Knowledge Journey) A three-stage experience comprising Discovery (identifying Power Skills through conversational intelligence), Activation and Deepening (personalized development trails with practical activities, readings, mentoring and exercises), and Insights for HR and Leadership (strategic dashboards on individual and collective potentials).
• Holi Expert A consulting plan that includes fully articulated consultancies aligned with the client's pain points and objectives, supporting the implementation of the Holi methodology in the people management ecosystem with integrated consulting and technology for sustainable results.
• Consultoria Especializada (Specialized Consulting) Expert consulting services provided alongside the platform to support the implementation of the Holi methodology throughout the organization's people management ecosystem, customized to each company's specific needs.
• Gestão de Performance (Performance Management) A module that integrates Power Skills data into performance management processes, enabling strategic talent organization, personalized feedback, psychological safety planning, and high-performance culture strengthening.
• App Holi Connection A mobile application providing a simplified and engaging user experience with daily motivational exercises and interactions to maintain Power Skills activation.

Quantifiable outcome

• Research shows focusing on strengths increases engagement from 9% to 73% in any activity (Gallup/Clifton Strengths, 2023)
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Selpe Gente e GestãocoreStrategic or Co-development PartnerHoli Connection is a startup spinout of Selpe Gente e Gestão, a 58-year-old HR consulting firm with specialized divisions covering the entire people management cycle. The parent company provides deep domain expertise in HR and people management, which underpins Holi's methodology and go-to-market strategy. Selpe's brand and client relationships serve as a foundation for Holi's market presence.
• Órbi ConectacoreStrategic or Co-development PartnerThe Holi project is developed within Órbi Conecta, one of Brazil's main hubs of innovation and digital entrepreneurship. This partnership provides Holi with access to a startup ecosystem, innovation infrastructure, and collaborative environment for product development.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wellhub (formerly Gympass): Wellhub is a Brazilian-born corporate wellness platform offering employers a network of gyms, mindfulness, therapy, and sleep apps. It is the most direct Brazilian comparable to Holi in terms of selling enterprise wellness programs to HR departments, and shares the same client base of large multinational employers in Brazil.
• Culture Amp: Culture Amp is an employee engagement and performance management platform with strengths-based development modules. It overlaps with Holi's emphasis on engagement, personalized development paths, and HR/leadership dashboards, and sells into the same mid-market and enterprise HR personas.
• 15Five: 15Five is an employee engagement and performance platform combining continuous feedback, OKRs, and manager coaching. It overlaps with Holi's engagement and manager/leadership development value proposition and is sold to the same HR and people-management personas.
• Humu: Humu is a people analytics and engagement platform that uses behavioral science and AI to drive manager and employee actions. It directly parallels Holi's positive-psychology-anchored, AI-driven approach to improving engagement and well-being at work.
• BetterUp: BetterUp is a global coaching and wellbeing platform for enterprises that combines AI-driven personalization with 1:1 coaching. It directly overlaps with Holi's combination of self-knowledge journeys, personalized development, and enterprise HR dashboards, and competes for the same enterprise HR and people-development budgets.
• Zenklub: Zenklub is a Brazilian mental health and corporate wellness platform providing online therapy, meditation, and wellbeing content to enterprise employees. It competes for the same Brazilian corporate wellness HR budget as Holi and overlaps on the "humanized development" and well-being value proposition.
• Lattice: Lattice is a people management platform combining performance management, engagement surveys, and career development for HR teams. Its performance management module directly competes with Holi's Gestão de Performance offering, and it sells into the same HR and people-management buyer Holi targets.

Regional players

• Pontotel: Pontotel is a Brazilian HR tech platform offering time tracking, absenteeism management, and people analytics to Brazilian SMBs and mid-market employers. It overlaps with Holi on the Brazilian HR tech market and the HR/people-ops buyer persona, but focuses on operational HR rather than development and wellness.
• Flash (formerly Flash Benefícios): Flash is a Brazilian-born employee benefits and corporate wellness platform offering multi-benefit cards, wellness, and financial wellness solutions to Brazilian employers. It competes for the same Brazilian enterprise HR/corporate wellness budget Holi targets, but with a broader benefits-led proposition rather than a development-led one.

Broad incumbents

• Peakon (Workday): Peakon is an employee engagement platform acquired by Workday that delivers continuous listening and analytics to enterprise HR. As a Workday-owned offering, it competes with Holi for enterprise HR analytics budgets and represents the broader-incumbent threat of HRIS platforms expanding into engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCibOnBzoHpN9FiGfBTyFiVQ
• LinkedInlinkedin.com/company/holiconnection
• Instagraminstagram.com/holiconnection

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Holi Connection