Jovens for Schools

What Jovens for Schools does

Jovens for Schools, operated by Jovens de Negócios Mídia e Produções Audiovisuais Ltda. and recently rebranded to Programa Lidere, is a Brazilian K-12 education company headquartered in São Paulo that sells an integrated curriculum program covering financial education, entrepreneurship, and socio-emotional learning. The company positions itself as the first program in Brazil to apply the European Commission's EntreComp methodology, with materials aligned to the national BNCC framework. Its primary customers are public and private schools from early childhood through high school, supplemented by a secondary persona of teachers and families participating in the broader learning journey. Quantified scale per company materials includes 40+ participating schools and 15,000+ students across Brazil, with a 1st place finish in the Top Educação 2024 awards in the Financial Education category.

The product architecture combines three core solutions delivered as a single subscription: a 100% gamified mobile application (App Jovens) integrated with two physical workbooks per year, a back-office management platform for school administrators with per-class reporting, and a dedicated teacher digital platform. The program is delivered as one weekly class hour inside the school curriculum and is supported by an MEC-certified postgraduate specialization in Financial and Entrepreneurial Education for teachers, plus a family engagement program with events and exclusive content. The technology stack is curriculum-delivery rather than AI-native; no proprietary AI/ML models, APIs, or data assets are disclosed.

The business model is primarily a B2B annual subscription licensing the complete program (materials, app access, back-office, and teacher training) to schools, with a secondary revenue stream from the MEC-certified teacher postgraduate program. Pricing is quote-based and not publicly disclosed, with a single annual cost covering all three program solutions. The company proceeds via enterprise field sales and an inside sales team that uses a website contact form for lead capture, complemented by content marketing, social channels, and partner school referrals. A flagship strategic partnership with Grupo Primo, the largest financial education company in Brazil, provides distribution reach and category credibility.

Name

Jovens for Schools

Legal name

Jovens de Negócios Mídia e Produções Audiovisuais Ltda.

Website

https://jovensforschools.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Jovens for Schools (now Programa Lidere) is a Brazilian EdTech that sells an integrated K-12 curriculum program combining financial education, entrepreneurship, and socio-emotional learning, delivered through a gamified app, physical materials, and a back-office platform to schools across Brazil.

Ownership category

akta.pro rank

Product category

K-12 Financial Education Programs

NAICS

Educational Support Services (6117)

SIC

Services-Educational Services (8200)

akta.pro primary industry

K–12 Instructional Design & Curriculum Development Services (EDAGAKAA)

akta.pro secondary industry

Extended Learning Time Programs (After-School/Summer Intervention) (EDAJAGAK)

Keywords

• Financial education programs
• Entrepreneurship curriculum
• Socio-emotional learning
• K-12 educational solutions
• Gamified learning platform

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, Supply Chain

Revenue model

1. School Program Licensing: Schools pay for access to the complete educational program including physical materials, gamified app access, teacher training, and back-office platform. The program is integrated into the school curriculum as 1 weekly class hour.
2. Teacher Graduate Education: Post-graduate specialization program for teachers with MEC-recognized certification, providing additional professional development revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Jovens for Schools (now rebranded as Programa Lidere) delivers an integrated K-12 educational program that combines three solutions—Financial Education, Entrepreneurship, and Socio-emotional Education—into one curriculum. The program is implemented one hour per week within the school schedule and is supported by physical educational materials, a 100% gamified mobile application, a back-office management platform for school administrators, and a MEC-certified postgraduate program for teachers. Schools subscribe to the program and receive bundled access to all program components, ongoing pedagogical support, and family engagement resources.

Product overview

Jovens for Schools (now rebranded as Programa Lidere) is a unified educational program that integrates three core solutions: Financial Education, Entrepreneurship, and Socio-emotional Education. The program architecture consists of a gamified mobile application (App Jovens) as the central student engagement platform, paired with physical educational materials; a back-office platform for school managers to track implementation; dedicated teacher materials with a postgraduate certification pathway; and a family engagement program with events and exclusive content. The program is delivered weekly within the school curriculum for students from Early Childhood Education through High School across Brazil.

Differentiator

Problem solved

Functional benefit

Products and services

• Programa Lidere (formerly Jovens for Schools) Integrated K-12 educational program combining Financial Education, Entrepreneurship, and Socio-emotional Education for students from Early Childhood Education to High School, delivered as one weekly class hour within the school curriculum. Includes physical materials, gamified app access, back-office platform, teacher training, and family engagement resources. Sold as an annual subscription to schools.
• Pós-Graduação em Educação Financeira e Empreendedora MEC-certified postgraduate specialization in Financial and Entrepreneurial Education, integrated with classroom material application, available for teachers' professional and personal growth. Provides continuing education revenue stream and supports teacher capability development for program delivery.

Quantifiable outcome

• 40+ schools participating in the program
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Grupo PrimoflagshipStrategic or Co-development PartnerStrategic partnership with Grupo Primo, the largest financial education company in Brazil. Grupo Primo provides brand value, credibility, and opens doors to new partnerships. Jovens for Schools is positioned as the program of the largest financial education company in Brazil. The partnership provides access to Grupo Primo's established network and marketing capabilities in the educational sector.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Moneythink: Nonprofit delivering financial education and mentorship to high school students; an emerging player with overlapping youth financial literacy mission and school-distribution model.
• Geek Educação: Brazilian K-12 edtech offering adaptive learning and curriculum-aligned content to schools; an emerging player intersecting with Jovens in the Brazilian school content market.
• FoolProof Financial Education: US-based provider of K-12 financial literacy curriculum sold to schools and districts; comparable as a smaller, specialized player competing in school financial education licensing.

Direct peers

• Nova Escola: Major Brazilian K-12 teacher and curriculum resource platform; comparable in serving Brazilian schools with structured curriculum content and teacher support, though with a broader subject matter footprint.
• Grupo Primo: Brazil's largest financial education company and Jovens' strategic partner; directly comparable as it delivers financial literacy education, opening the same school channel and competing for the same school curriculum budget in Brazil.
• EVERFI: US-based K-12 digital platform delivering financial education, SEL, and life-skills curriculum to schools through licensing; closely mirrors Jovens' integrated content-plus-platform model and recurring school revenue.
• Junior Achievement Brasil: Brazilian arm of Junior Achievement, providing K-12 financial literacy, entrepreneurship, and work-readiness programs in schools; directly overlaps Jovens' three-pillar curriculum and target buyer.

Broad incumbents

• Khan Academy: Global free educational content platform with growing K-12 curriculum coverage including personal finance; comparable in delivering digital-first learning content to schools and students at scale.
• Somos Educação: Large Brazilian K-12 education group with publishing, systems, and supplemental solutions; a broad incumbent that touches many of the same schools through curriculum and content offerings.
• Positivo: Brazilian K-12 education group covering publishing, systems, and schools; broad incumbent with relationships across thousands of Brazilian schools that overlap with Jovens' target market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@jovensdenegocios
• LinkedInlinkedin.com/company/jovensforschools
• Instagraminstagram.com/jovensforschools

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 Jovens for Schools