What Plan Minas does

Plan Minas is a Brazilian post-vida (afterlife) assistance plan provider headquartered in Além Paraíba, Minas Gerais. Founded in 2000, the company sells subscription-based funeral assistance plans directly to individual consumers and families across three Southeast Brazilian states: Minas Gerais, Rio de Janeiro, and Espírito Santo. The company offers three tiered monthly subscription plans — Plano Essencial (R$21.90/month), Plano Premium (R$33.90/month), and Plano Master (R$46.90/month) — each providing 24/7 funeral services, luxury coffin and floral arrangements, transfer services within a 200-300km radius, and access to a network of over 4,000 partner establishments offering discounts on everyday goods and services.

The company operates a multi-channel distribution model centered on 33+ physical branch offices (filiais) across 200+ cities, supplemented by phone sales, WhatsApp direct contact, and a mobile application (Aplicativo Plan Minas) where members manage contracts, view payment slips, and access partner discounts. The digital infrastructure includes web-based plan acquisition through an integrated online sales system. Plan Minas generates revenue through recurring monthly subscriptions (R$21.90-R$46.90), one-time adhesion fees (R$40-R$54), and per-dependent add-on fees (R$4.00/person), with no disclosed funding rounds, parent company, or institutional investment. The company holds 63 employees, complies with Brazilian LGPD (Lei 13.709/2018), EU GDPR, and PCI DSS standards, and positions itself as a regional mid-sized operator in the Brazilian funeral benefits sector.

Name

Plan Minas

Legal name

Plan Minas

Website

https://planvivafeliz.com.br

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Plan Minas is a Brazilian post-life funeral assistance subscription provider founded in 2000, offering three tiered monthly plans (R$21.90-R$46.90) with 24/7 funeral services and a 4,000+ partner discount network. The company serves individual consumers and families across 200+ cities in Minas Gerais, Rio de Janeiro, and Espírito Santo via 33+ branch offices.

Ownership category

akta.pro rank

Headquarters

HQ city

Além Paraíba

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Assinatura Mensal de Planos Assistenciais: Recurring monthly subscription revenue from three plan tiers (Essencial, Premium, Master) with monthly fees ranging from R$ 21.90 to R$ 46.90. Additional revenue from adhesion fees (R$ 40-54) and dependent additions at R$ 4.00 per person.
2. Taxa de Adesão: One-time adhesion fees charged when customers enroll in plans, ranging from R$ 40 to R$ 54 depending on the plan tier.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Plan Minas is a Brazilian post-life (pós-vida) funeral assistance plan provider selling tiered monthly subscription plans (Essencial, Premium, Master) to individuals and families across Minas Gerais, Rio de Janeiro, and Espírito Santo. Each plan includes 24/7 funeral services, luxury coffins, flower crowns, transfer services (200-300 km), and access to a network of over 4,000 partner businesses offering everyday discounts. The company also rents convalescent materials and operates through 33+ physical branches and a mobile application.

Product overview

Plan Minas operates as a post-life (pós-vida) assistance plan provider in Brazil, offering a tiered subscription model with three plans: Plano Essencial (R$21.90/month), Plano Premium (R$33.90/month), and Plano Master (R$46.90/month). Each plan provides post-life funeral services including coffins, flower arrangements, transfers, and access to a partner benefits network. The company also offers convalescent material rental services and maintains a network of over 4,000 partners across Minas Gerais and Rio de Janeiro. The plans are managed through a mobile application where members can access their contracts, payment slips, and discount networks.

Differentiator

Problem solved

Functional benefit

Products and services

• Plano Essencial Entry-level post-life funeral assistance plan offering 24/7 service, luxury coffin, flower crown, transfers up to 200 km, and access to the 4,000+ partner benefits network. Priced at R$21.90/month plus a R$40 adhesion fee. Covers titular, spouse up to 58 years, children up to 17 years, with additional dependents at R$4.00/month each and no dependents limit.
• Plano Premium Mid-tier post-life funeral assistance plan including all Essencial benefits plus extended transfer coverage of up to 300 km. Priced at R$33.90/month plus a R$49 adhesion fee. Covers titular, spouse up to 58 years, children up to 17 years, and up to 2 additional dependents up to 58 years with or without kinship.
• Plano Master Top-tier post-life funeral assistance plan with coffee service included and all Premium benefits (24/7 service, luxury coffin, flower crown, 300 km transfers, partner network access). Priced at R$46.90/month plus a R$54 adhesion fee. Covers titular, spouse up to 58 years, children up to 17 years, and up to 4 additional dependents up to 58 years with or without kinship.
• Serviço Pós Vida 24/7 post-life funeral service providing uninterrupted assistance 365 days a year with complete funeral arrangements, luxury coffin, floral arrangements, transfer logistics, and family support. Contactable via 0800 032 2287, (32) 3462-2287, and (32) 99976-2960.
• Material Convalescente Rental and loan service for convalescent materials including wheelchairs, bath chairs, walkers, and crutches, offered to plan members.
• Rede de Parcerias (Partner Network) Network of over 4,000 partner businesses across Minas Gerais and Rio de Janeiro offering discounts and benefits to plan members immediately upon contract activation. Partners span multiple service categories including healthcare supplies and everyday goods and services.

Quantifiable outcome

• Post-life service available 24 hours a day, 7 days a week, 365 days a year
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Rede de Parceiros (4,000+ establishments)OthersOver 4,000 partner establishments across Minas Gerais and Rio de Janeiro offering discounts to Plan Minas members. Partners include various businesses providing goods and services such as material convalescent supplies (wheelchairs, bath chairs, walkers, crutches).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bradesco Seguros: Major Brazilian insurer offering funeral assistance as part of a broader portfolio of life and personal insurance products. National distribution and brand recognition give it incumbency advantage in the same category Plan Minas serves.
• StoneMor Partners: US-based funeral services and cemetery operator with preneed product offerings. Comparable in business model (combination of services + pre-funded plans) though geographically distant from Plan Minas's Brazilian focus.
• Carriage Services: US death care services company combining funeral homes, cemeteries, and preneed planning. Comparable in providing tiered service packages and pre-arrangement products to families, though operating in a different regulatory and cultural environment.
• Service Corporation International: Largest funeral services and cemetery operator in North America with global footprint. Operates in adjacent geography (US/Canada) but provides benchmark for how scaled, multi-brand funeral services and preneed plans can be operated.

Direct peers

• Grupo Zelo: Brazilian funeral assistance plan operator offering tiered subscription plans and 24-hour service similar to Plan Minas. Direct competitor in the plano assistencial pós-vida category with overlapping customer base of Brazilian families seeking prepaid funeral coverage.
• Capemisa Seguradora: Brazilian insurance company offering funeral assistance products alongside traditional insurance lines. Competes with Plan Minas in the prepaid funeral plan category with broader financial-services cross-sell capabilities.

Emerging players

• Porto Seguro: Large Brazilian insurance conglomerate offering auto, home, life, and personal lines including funeral assistance coverage. Competes in the funeral plan category through bundling with broader insurance products rather than a dedicated brand.
• MAPFRE Seguros: Global insurer with Brazilian operations offering life and funeral assistance products. Comparable through prepaid funeral coverage offerings sold as part of multi-line insurance portfolios, providing cross-sell competition to standalone funeral plan operators.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/planminas
• LinkedInlinkedin.com/company/planminas

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Plan Minas