Mulheres Positivas
Mulheres Positivas is a São Paulo-based women's empowerment platform operating a freemium mobile app, TV segments, podcast, publishing house, and live events, serving 100,000+ app users and 220+ corporate partners across Brazil and international markets.
- Company typePrivate
- Founded-
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Mulheres Positivas does
Mulheres Positivas is a Brazilian women's empowerment platform founded in 2010 in São Paulo by Fabi Saad Niemeyer, Flavia Gorayeb, and Carol Duque. It operates a multi-channel media and community ecosystem that combines a freemium mobile app, broadcast TV segments on Record TV and Record News, a podcast, an in-house publishing label (Editora Mulheres Positivas), live events, and a reality show. The platform serves two intertwined customer segments: individual women seeking personal and professional development content, and corporate partners that sponsor content, events, and branded experiences to reach the Brazilian female audience.
The underlying platform architecture stitches together owned digital surfaces (mobile app with 100,000+ Google Play downloads), broadcast media partnerships, recurring international events in cities such as Davos, Dubai, Barcelona, Miami, and New York, and a publishing imprint. The broader Grupo FS ecosystem reportedly reaches more than 55 million people, which materially extends the platform's effective distribution beyond its first-party app user base of 14 employees' worth of direct operational capacity.
The business model is B2B-led and partnership-centric. Revenue is generated through corporate sponsorships, co-produced branded events and summits, content partnerships with broadcasters and telecom operators (e.g., the 'Caminho Delas' initiative with TIM Brasil), and book/merchandise sales via the publishing arm. The company reports more than 220 corporate partners across its history, including TIM Brasil, Nubank, Grupo Boticário, Vivara, Mirabaud, Ornare, Grupo GPS, Medley, FS Security/EXA, and Veirano Advogados. The company is bootstrapped and privately held, with no disclosed external funding rounds.
Mulheres Positivas firmographics
Firmographics- Name
- Mulheres Positivas
- Legal name
- Mulheres Positivas
- Website
- https://mulherespositivas.com.br
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mulheres Positivas is a São Paulo-based women's empowerment platform operating a freemium mobile app, TV segments, podcast, publishing house, and live events, serving 100,000+ app users and 220+ corporate partners across Brazil and international markets.
- Ownership category
- akta.pro rank
Mulheres Positivas industry classification
Industry- Product category
- Women's Professional Development Media Platform
- NAICS
- Broadcasting and Content Providers (516), Professional Organizations (81392), Business Associations (813910)
- SIC
- Services-Membership Organizations (8600), Services-Prepackaged Software (7372)
- akta.pro primary industry
- On-Demand Video Hosting & Content Repurposing (VOD Libraries, Highlights, Editing) (THAHAOAN)
Keywords
Where Mulheres Positivas is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Mulheres Positivas business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- App Advertising: The app displays advertisements to users. Contains in-app purchases for additional premium content and features.
- Event Sponsorships and Tickets: Corporate-branded events and award ceremonies with partner companies. Premium networking events like those with Ornare, Mirabaud, Medley, and international encounters.
- Publishing (Editora Mulheres Positivas): Publishing house operation producing books featuring stories of inspiring women. Books sold through the platform.
- Podcast and Media Content: Podcast distribution through R7 and Record News platforms. 'Mulheres Positivas no Fala Brasil' TV segment. Reality show 'Mulheres no Comando' on Record News.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free app with advertising |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Mulheres Positivas product offering
Product offeringCore offering
Mulheres Positivas operates an integrated women's empowerment ecosystem combining a mobile community application, broadcast TV programs on Record TV/Record News, podcast content, an annual award ceremony, a publishing imprint (Editora Mulheres Positivas), a reality show (Mulheres no Comando), and a structured technology mentorship program (Mentoria para Mulheres em Tecnologia). The platform targets women seeking professional development and corporate partners seeking diversity engagement, with 100,000+ app downloads and 220+ corporate partners.
Product overview
Mulheres Positivas is a comprehensive platform for female empowerment, consisting of a mobile app (Aplicativo Mulheres Positivas) available on Android and iOS, a TV program (Programa Mulheres Positivas) broadcast on Record TV/Record News, a podcast, and the reality show 'Mulheres no Comando.' The ecosystem also includes mentorship programs for women in technology (in partnership with TIM Brasil), a publishing house for books, psychological support services (with Mental One), and awards programs (Prêmio Mulheres Positivas). The platform serves over 220 signatory companies and reaches millions of users through its digital and broadcast channels.
Differentiator
Problem solved
Functional benefit
Brands
- Programa Mulheres Positivas: The main TV program featuring inspiring women stories, broadcast on Record TV and Record News.
- Podcast Mulheres Positivas
- Prêmio Mulheres Positivas
- Mulheres Positivas no Fala Brasil
- Editora Mulheres Positivas
- Mulheres no Comando
Quantifiable outcome
- 220+ companies partnered including Microsoft, Mastercard, Ambev, Accenture, Banco do Brasil
- +3 more outcomes
Companies that use Mulheres Positivas
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Mulheres Positivas technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mulheres Positivas partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, flagship and minor.
- TIM BrasilcorePartnership for 'Caminho Delas' feature allowing women to map TIM stores as safe locations. Includes 'Semana TIM por Elas' event. Each app download generates R$100 donation to ASMARA project supporting women entrepreneurs. TIM stores nationwide serve as safe spaces for women.
- OrnareflagshipNearly decade-long partnership with multiple exclusive events. Ornare hosts flagship encounters in São Paulo, Miami, and NYC. Partnership includes Brazil Week NYC event with 100 women leaders, São Paulo design talks, and Miami Bal Harbour edition.
- Mental OnecorePartnership providing free psychological support services to platform users. Mental health resources integrated into app offerings for women's wellbeing.
- MirabaudcoreExclusive networking lunch honoring Renata Vichi (Grupo CRM, Kopenhagen, Brasil Cacau). CIO Eric Hatisuka provided macroeconomic analysis. Event gathered female leaders from finance, fashion, health, retail, luxury, technology sectors.
- MedleycoreExclusive lunch with CEO Lucia Armada Rossato focusing on female leadership in pharmaceutical sector. HR Director Solange Pace discussed culture and equity. Event gathered female leaders from Febrafar, Panvel, Grupo Santa Cruz, AM Pharma.
- VivaracoreExclusive Women's Month event with Vivara team focusing on leadership without permission and breaking the waiting for the 'ideal moment'. Seven pillars for success shared with collaborators.
- Grupo GPScoreELAS GPS event discussing career, leadership, and authenticity. Grupo GPS has 60+ years of history and 185,000 collaborators. Event focused on women building careers aligned with personal values.
- Record TV / Record NewsflagshipMedia partnership for TV segment 'Mulheres Positivas no Fala Brasil' (52+ episodes) and reality show 'Mulheres no Comando'. Record hosts award ceremonies and events at their São Paulo headquarters.
- Grupo BoticáriominorCase study presentation at Prêmio Mulheres Positivas 2025 showcasing their HPV vaccination program for female employees as example of corporate health initiative.
- FS Security / EXAcoreTechnology partner developing and maintaining the Mulheres Positivas app. EXA SERVICOS DE TECNOLOGIA listed as app developer. FS SECURITY SERVICOS DE TECNOLOGIA SA is the company behind the platform.
- Veirano AdvogadosminorLegal support partnership providing free legal aid services to women through the platform's Apoio Jurídico initiative.
- FAESP SENARminorAgricultural sector partners for Prêmio Agro including São Paulo rural development organizations.
- Mitsubishi Motors BrasilminorSponsor of 2° Prêmio Agro recognizing women in agribusiness.
- Bondy InsightsminorPanel 'Mulheres Positivas do RH - Histórias e Experiências' at one of Brazil's largest HR and leadership innovation events.
- Women's League Society (WLS)coreNYC 2026 event included dedicated WLS panel with curatorial support from Andrea Andrezo. Partnership expands reach to international women's leadership networks.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Mulheres Positivas competitors and assessment
Company assessmentDirect peers
- Lean In Foundation: Global women's empowerment organization built around circles, content, and corporate partnerships. Comparable in mission, multi-channel content distribution, and corporate engagement strategy.
- Ellevate Network: Membership-based professional women's network offering events, mentorship, and content for career advancement. Directly comparable to Mulheres Positivas' community-led model serving corporate partners and professional women in Latin America.
- AllBright: Women's professional network combining digital content, events, and curated experiences with corporate partnerships. Comparable hybrid media/community/membership model targeting professional women.
- Ladies Get Paid: Community platform offering events, workshops, and content focused on women's financial and professional advancement. Directly comparable events + content + monetization stack.
- Women Who Code: Global nonprofit community supporting women in technology through events, mentorship, and programs. Comparable to Mulheres Positivas' TIM tech mentorship track and corporate partnership model.
- Chief: Private membership network for female executives offering events, content, and peer connections. Comparable high-end corporate-sponsored women's leadership community.
- Mogul (mogul.io): Career-development platform for women offering content, job opportunities, courses, and community. Closely aligned with Mulheres Positivas' app-based content + job listings + courses model.
Broad incumbents
- Forbes Women: Established media platform with dedicated women's leadership content, lists, awards, and conferences. Comparable multi-channel content and corporate-partner monetization, but at much larger scale.
- Glamour / Condé Nast Women Initiatives: Major media brand operating women's empowerment editorial, awards (Women of the Year), and corporate-sponsored events at global scale. Comparable awards-program + corporate-sponsorship engine targeting professional women.
Emerging players
- Positive Women Global: Affiliated international women's empowerment network referenced directly on Mulheres Positivas' site. Closely aligned sister/partner platform expanding the brand into MENA, Mexico, Colombia, UK, and France.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mulheres Positivas social profiles
Digital presenceMulheres Positivas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mulheres Positivas leadership team
Management profileNumber of profiles
Profiles3 records
Mulheres Positivas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mulheres Positivas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mulheres Positivas
What does Mulheres Positivas do?
Mulheres Positivas operates an integrated women's empowerment ecosystem combining a mobile community application, broadcast TV programs on Record TV/Record News, podcast content, an annual award ceremony, a publishing imprint (Editora Mulheres Positivas), a reality show (Mulheres no Comando), and a structured technology mentorship program (Mentoria para Mulheres em Tecnologia). The platform targets women seeking professional development and corporate partners seeking diversity engagement, with 100,000+ app downloads and 220+ corporate partners.
Is Mulheres Positivas a public or private company?
Mulheres Positivas is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mulheres Positivas founded?
Mulheres Positivas was founded in -1. It employs 11 to 50 people.
Where is Mulheres Positivas based?
Mulheres Positivas is headquartered in São Paulo, Brazil, in the Latin America region.
How does Mulheres Positivas make money?
Four revenue lines are on record. App Advertising is the primary driver. The others are event Sponsorships and Tickets, publishing (Editora Mulheres Positivas) and podcast and Media Content.
Who are Mulheres Positivas's main competitors?
Direct peers on record are Lean In Foundation, Ellevate Network, AllBright, Ladies Get Paid, Women Who Code, Chief and Mogul (mogul.io). Broad incumbents are Forbes Women and Glamour / Condé Nast Women Initiatives. Positive Women Global is listed as an emerging player.
Does Mulheres Positivas have an API?
No public API is recorded for Mulheres Positivas.
What industry is Mulheres Positivas in?
Mulheres Positivas's product category is Women's Professional Development Media Platform. Its primary akta.pro industry code is THAHAOAN, On-Demand Video Hosting & Content Repurposing (VOD Libraries, Highlights, Editing). Its NAICS code is 516 and its SIC code is 8600.