Pax União Piauí

What Pax União Piauí does

Pax União is a private, family-owned funeral services company headquartered in Teresina, Piauí, founded in 1973 and operating as part of the diversified Grupo Geraldo Oliveira holding. The company's core product is the Plano de Assistência Familiar (Family Assistance Plan), a subscription-based prepaid funeral plan sold in four tiers (Super Luxo Especial, Super Luxo, Luxo, and Simples) that bundle body preparation (tanatopraxia), ceremony services (cerimonial), and transfer (translado) up to 500 km depending on tier. Pax União operates more than 200 branches across Piauí and Maranhão, making it the largest funeral services provider in both states, and runs a 24-hour call center, televendas, and WhatsApp sales motion to support a long tail of individual family subscribers.

Pax União is vertically integrated within the Geraldo Oliveira holding: it shares operations with the Cemitério Parque Jardim da Ressurreição (cemetery and cremation services in Teresina and Timon), the Floricultura 24h floral business, and the Óticas Pax União optical retail sub-brand. It also operates the Velório Virtual digital platform for remote funeral streaming across six Piauí cities and recently launched the Clube Pax União benefits club, which aggregates discounts with more than 17 partner brands across pharmacy, dental, fitness, education, and driving-school categories. Customer acquisition relies primarily on physical branch presence, word-of-mouth, community engagement, and municipal-government partnerships rather than digital marketing.

The business model is recurring subscription revenue from family plans, augmented by one-off complementary service fees, cemetery and cremation revenue, optical retail sales, and partner-driven benefits-program economics. Recent strategic activity has emphasized geographic expansion (new funeral home in Floriano), service-point modernization (reinaugurated Grande Dirceu location), and ecosystem extension through Clube Pax União, with the holding's leadership continuing to drive operational alignment via the annual Conexão Geraldo Oliveira convention.

Name

Pax União Piauí

Legal name

Pax União

Website

https://paxuniao.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Pax União is a private, family-owned funeral services company headquartered in Teresina, Piauí, founded in 1973. It sells subscription-based family assistance plans across four tiers via 200+ branches in Piauí and Maranhão, offering prepaid funeral, transfer, ceremony, cemetery, and cremation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Teresina, Piauí

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Family Assistance Plans (Planos de Assistência Familiar): The primary revenue stream comes from monthly or annual family assistance plan subscriptions. Plans provide coverage for funeral services including body preparation, ceremony, transportation, and burial/cremation. Four plan tiers exist (Simples, Luxo, Super Luxo, Super Luxo Especial) with varying coverage levels and included services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Pax União provides prepaid family assistance plans (Planos de Assistência Familiar) in four tiers (Simples, Luxo, Super Luxo, Super Luxo Especial) that bundle funeral services including body preparation (tanatopraxia), ground or air transfer (translado), ceremony services (cerimonial), burial fees, and complementary urn, ornamentation, and memorial benefits. Plans are sold via subscription on a monthly basis across more than 200 branches in Piauí and Maranhão, with 24-hour assistance and discounts on cremation and optical products for members.

Product overview

Pax União offers a comprehensive portfolio of funeral and family assistance services centered on its Plano de Assistência Familiar (Family Assistance Plan) with four tiers (Super Luxo Especial, Super Luxo, Luxo, and Simples). Core services include Tanatopraxia (body preparation), Translado (transportation), and Cerimonial (ceremony). The company operates the Cemitério Parque Jardim da Ressurreição for cemetery and cremation services, provides Velório Virtual for remote funeral participation, and extends into retail through Óticas Pax União (optical products). The Clube Pax União loyalty program aggregates partner discounts across healthcare, education, fitness, and retail sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Óticas Pax União: Optical retail brand offering prescription glasses, sunglasses, and watches with discounts for Pax União plan members. Located in Teresina with traveling consultants serving cities in Piauí and Maranhão.

Products and services

• Plano de Assistência Familiar Pax União Prepaid family assistance plan available in four tiers (Simples, Luxo, Super Luxo, Super Luxo Especial) that bundles funeral services including urns, body preparation, transfer services up to specified distances, ceremony arrangements, burial fees, ornamentation, and memorial benefits for couples and their dependents.
• Tanatopraxia Body preparation service that ensures extended conservation, improved presentation, hygiene, and care for deceased loved ones, available as part of family assistance plans or as a standalone complementary service.
• Translado (Transfer Service) Funeral transfer service covering all of Brazil and internationally via monitored ground or air transportation, included in family assistance plans up to tier-specific distances (200–500 km round trip).
• Cerimonial (Funeral Ceremony) Funeral ceremony services provided at Pax União chapels or at residences, offering comfort to family and friends during the wake with standardized service and food offerings.
• Velório Virtual (Virtual Funeral) Online live-streaming platform that allows families and friends to remotely participate in funeral ceremonies across multiple cities in Piauí including Canto do Buriti, Floriano, Oeiras, Picos, Campo Maior, and Teresina.
• Cemitério Parque Jardim da Ressurreição Cemetery, park, and crematorium services in Teresina and Timon offering burial, cremation, and memorial services, with special discounts for Pax União plan members.
• Óticas Pax União Optical retail store offering prescription glasses, sunglasses, and watches with special discounts for Pax União plan members, with a storefront in Teresina and traveling consultants serving cities across Piauí and Maranhão.
• Clube Pax União Benefits club offering exclusive discounts and advantages to Pax União collaborators, dependents, and clients through partnerships with companies in healthcare, dental, pharmacy, fitness, education, driving schools, and retail sectors.
• Funeral Home Pax União Modern funeral home facility providing comfort, dignity, and compassionate reception for families seeking a humanized final farewell, with units operating across the regional network and expansion to new cities such as Floriano.

Quantifiable outcome

• 200+ branches across Piauí and Maranhão
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

22 partnerships are on record, tiered minor and core.

• Dog Star Pet ShopminorGTM or Marketing Partner · 16 May 2025Pet shop partner in the Clube Pax União benefits program. Offers up to 15% discount on services and products for Pax União members.
• Clínica Aragão (Timon-MA)minorGTM or Marketing Partner · 16 May 2025Healthcare clinic in Timon, Maranhão offering 10% discount on consultations and physiotherapy for Pax União members.
• Odontocompany (multiple units)minorGTM or Marketing Partner · 16 May 2025Dental clinic chain with various locations. Offers up to 20% discount à vista (cash) on dental services for Pax União members.
• Coife OdontominorGTM or Marketing Partner · 16 May 2025Dental clinic chain offering 20% discount on all dental procedures for Pax União members through the Clube Pax program.
• Protecar BrasilminorGTM or Marketing Partner · 16 May 2025Vehicle protection/insurance partner. Offers 30% discount on vehicle protection contract enrollment for Pax União members.
• Academia Ricardo ParaguassuminorGTM or Marketing Partner · 16 May 2025Gym partner offering 20% discount on monthly fees and 50% discount on enrollment for Pax União members.
• Academia Demóstenes RibeirominorGTM or Marketing Partner · 16 May 2025Gym partner offering up to 25% discount across various fitness modalities for Pax União members.
• SelfitminorGTM or Marketing Partner · 16 May 2025Gym chain offering a fixed R$ 11.00 discount on all plans for Pax União members.
• DrogasilminorGTM or Marketing Partner · 16 May 2025Pharmacy chain partner offering up to 45% discount on generic medications for Pax União members.
• Pague Menos/ExtrafarmaminorGTM or Marketing Partner · 16 May 2025Pharmacy chain partner offering up to 30% discount on prescription medications for Pax União members.
• Drogarias FerreiraminorGTM or Marketing Partner · 16 May 2025Independent pharmacy chain partner offering up to 20% discount on prescription medications for Pax União members.
• UninovafapiminorGTM or Marketing Partner · 16 May 2025Higher education institution partner offering up to 30% discount on undergraduate and graduate courses for Pax União members.
• Centro Universitário Santo AgostinhominorGTM or Marketing Partner · 16 May 2025University partner offering up to 30% discount on face-to-face courses for Pax União members.
• CESVALEminorGTM or Marketing Partner · 16 May 2025Education institution partner offering special conditions for collaborators and family members of Pax União members.
• Autoescola JockeyminorGTM or Marketing Partner · 16 May 2025Driving school partner offering up to 52% discount à vista (cash) on driving courses for Pax União members.
• Autoescola DestaqueminorGTM or Marketing Partner · 16 May 2025Driving school partner offering up to 35% discount à vista (cash) on driving courses for Pax União members.
• Ecoclínica Bem CuidarminorGTM or Marketing Partner · 16 May 2025Healthcare clinic partner offering 01 free General Practitioner consultation per month for Super Luxo Especial plan members.
• Run Time AssessoriaminorGTM or Marketing Partner · 3 May 2025Sports coaching partnership supporting the Pax Vibra wellness program, which provides weekly training sessions for collaborators.
• Holding Geraldo Oliveira — Administração e NegócioscoreStrategic or Co-development PartnerPax União operates under the Grupo Geraldo Oliveira holding, which provides administrative expertise and shared services. The holding encompasses funeral services, cemetery operations, cremation, optics, floriculture, and other related businesses.
• Portal da Amazônia ClubeminorGTM or Marketing PartnerPartner brand/logo displayed on Pax União's website, representing a leisure and lifestyle partner within the holding's ecosystem.
• Jardim da Ressurreição (Cemetery, Park and Crematory)coreStrategic or Co-development PartnerThe cemetery, park, and crematory operated by the holding complements Pax União's funeral services. Offers burial and cremation services with special discounts for plan members. Present in Teresina and Timon.
• Floricultura 24hminorStrategic or Co-development Partner24-hour florist service that provides floral arrangements and wreaths for funeral ceremonies and special events, available at cemetery locations and through the Grande Dirceu service point.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Carriage Services: US-based provider of funeral and cemetery services with multi-location operations across multiple states. Comparable to Pax União in its multi-location funeral services model and integrated cemetery offerings.
• Dignity plc: UK funeral services provider with prepaid funeral plans and multi-location operations. Comparable to Pax União in combining prepaid plan offerings with traditional funeral services and cemetery operations.
• Mémora: Spanish funeral services group operating multi-location cemeteries, crematoria, and funeral services across Spain and Latin America. Comparable to Pax União in its multi-location death care portfolio and integrated cemetery/cremation operations.
• StoneMor: US-based cemetery and funeral services provider with multi-location operations. Comparable to Pax União in its integrated cemetery, cremation, and funeral services model across multiple sites.
• Foundation Partners Group: US funeral services company with multi-location operations across multiple states. Comparable to Pax União in its multi-location funeral services model and focus on regional consolidation through acquisitions.
• Service Corporation International: North America's largest funeral, cremation, and cemetery services provider under the Dignity Memorial brand. Comparable to Pax União in its multi-location funeral services model and integrated cemetery/cremation offerings at scale.
• InvoCare: Australian funeral services company operating across Australia, New Zealand, and Singapore. Comparable to Pax União in its multi-location funeral services model, prepaid plan offerings, and cemetery/cremation integration.

Direct peers

• Grupo Zelo: Major Brazilian funeral services group operating across multiple states. Comparable to Pax União in scale, business model, and regional Brazilian focus, though Grupo Zelo operates at a national level with broader geographic footprint.
• Servilusa: Portuguese funeral services company with a similar subscription-based prepaid funeral plan model and multi-location network. Pax União's family assistance plans closely mirror Servilusa's core product offering and recurring-revenue structure.

Others

• Co-operative Group: UK cooperative providing funeral services through Funeralcare along with other consumer services. Comparable to Pax União in its multi-location funeral services model and broader consumer services portfolio under a cooperative/holding structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/paxuniao

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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 Pax União Piauí