Secretaria Municipal de Administração, Planejamento e Gestão – SEMAD - MANAUS

What Secretaria Municipal de Administração, Planejamento e Gestão – SEMAD - MANAUS does

SEMAD (Secretaria Municipal de Administração, Planejamento e Gestão) is the central administrative secretariat of the Municipality of Manaus, Amazonas, Brazil, operating under the Prefeitura Municipal de Manaus. The secretariat is responsible for municipal administration, planning, and management functions, including payroll processing for more than 30,000 municipal employees, employee benefits administration, and the ManausMed health insurance plan for public servants. It also oversees ESPI (Escola de Serviço Público Municipal e Inclusão Socioeducacional), which delivers capacity-building programs for municipal employees, and operates the Bolsa Idiomas and Bolsa Pós-Graduação socio-educational scholarship programs, which together offered over 68,000 opportunities in 2026 to low-income citizens of Manaus.

SEMAD's core technology comprises a suite of digital portals and municipal systems rather than a unified commercial product. These include the Portal do Servidor (payslips and HR records), SIGED (electronic document and protocol management), Proben and Compras Manaus (public procurement and bidding), Ouvidoria (municipal ombudsman), Junta Médica (medical board evaluations), and the Diário Oficial do Município (official gazette). The secretariat is currently led by Secretary Heliatan Botelho, appointed by Mayor Renato Junior in 2026.

As a government entity, SEMAD is funded entirely through the municipal government budget from public funds, taxes, and federal transfers, and does not charge for its services. Its GTM motion is direct service delivery to municipal employees and citizens through internal systems, public programs, and digital channels (Instagram, Facebook, official website, and the Diário Oficial). The secretariat operates two wholly-owned operating units — ESPI and ManausMed — and coordinates with peer municipal secretariats (Semsa, Semtepi, CGM, Manauscult) on health, innovation, integrity, and cultural initiatives.

Name

Secretaria Municipal de Administração, Planejamento e Gestão – SEMAD - MANAUS

Legal name

Secretaria Municipal de Administração, Planejamento e Gestão

Website

https://semad.manaus.am.gov.br

Company type

Public

Operating status

Operating

Headcount range

101–250 employees

Short description

SEMAD is the central administrative secretariat of the Municipality of Manaus, Brazil, managing payroll, benefits, training, and socio-educational scholarship programs for more than 30,000 municipal employees and over 68,000 scholarship beneficiaries annually.

Ownership category

akta.pro rank

Product category

Municipal Public Administration

NAICS

Administration of Human Resource Programs (9231), Administration of Human Resource Programs (except Education, Public Health, and Veterans' Affairs Programs) (923130), Other General Government Support (92119)

SIC

Services-Management Services (8741)

akta.pro industry

PRIMARYBPAIABAN

State/Provincial Labor, Employment Standards & Workforce Development Administration

Business & Public Services/Public Sector & Government Administration/State/Provincial & Regional Government Administration

SECONDARYBPACAHAL

Onboarding, Offboarding & Employee Lifecycle Administration

Business & Public Services/HR, Staffing & Recruitment Services/Employer of Record (EOR) & Global Employment / PEO Services

Keywords

• Municipal administration services
• Public servant management
• Government employee benefits
• Public training programs
• Municipal scholarship programs

Headquarters

HQ city

Manaus

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Others

Revenue model

1. Government Budget: SEMAD is funded through municipal government budget allocations from public funds (taxes and federal transfers)

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SEMAD is the municipal secretariat responsible for administering human resources, payroll, benefits, healthcare, training, and socio-educational programs for the Municipality of Manaus. Its portfolio covers personnel administration for more than 30,000 municipal employees, public-servant training (ESPI), the ManausMed employee health plan, and scholarship programs (Bolsa Idiomas and Bolsa Pós-Graduação) for low-income citizens. It also operates citizen-facing services including an ombudsman (Ouvidoria), medical board evaluations (Junta Médica), procurement platforms, and the official municipal gazette.

Product overview

SEMAD (Secretaria Municipal de Administração, Planejamento e Gestão) is the central administrative secretariat of the Municipality of Manaus responsible for municipal administration, planning, and management. The portfolio operates as a platform of interconnected public service programs and administrative systems rather than a unified commercial product. Core services include ESPI (public service training school), ManausMed (employee health plan), Bolsa Idiomas and Bolsa Pós-Graduação (scholarship programs), and various digital portals for employee management (Portal do Servidor, SIGED), procurement (Compras Manaus, Proben), and citizen services (Ouvidoria, Junta Médica). The secretariat also manages the Legacy Contest intern development program. All services are oriented toward municipal government administration and citizen-facing public service delivery.

Differentiator

Problem solved

Functional benefit

Brands

• ESPI - Escola de Serviço Público Municipal e Inclusão Socioeducacional: Training and professional development school for municipal public servants
• ManausMed
• Bolsa Idiomas (PBI)
• Bolsa Pós-Graduação (PBPG)

Products and services

• ESPI – Escola de Serviço Público Municipal e Inclusão Socioeducacional Public service training school affiliated with SEMAD that provides capacity-building programs, professional courses, lectures, and socio-educational inclusion initiatives for municipal employees and the general public.
• ManausMed Health insurance plan for municipal employees and their dependents, managed by SEMAD, offering medical coverage, a doctor directory (Guia Médico), and server health programs (Saúde do Servidor).
• Bolsa Idiomas (PBI) Language scholarship program offering subsidized foreign language courses at private institutions in Manaus for low-income students aged 10 and above. Provides 50%, 75%, or 100% tuition discounts.
• Bolsa Pós-Graduação (PBPG) Postgraduate scholarship program providing financial assistance for lato sensu specialization courses at private higher education institutions in Manaus for low-income students, with reserved spots for people with disabilities.
• Portal do Servidor Digital self-service portal for municipal employees providing access to payslips (Cédula-C and Contra-Cheque), employment records, and HR administrative services. Accessible via portalservidor.prodam.am.gov.br.
• Ouvidoria-Geral do Município Municipal ombudsman service for receiving and processing citizen complaints, suggestions, and requests for information about municipal services.
• Junta Médica Medical board service for evaluating work capacity, medical leave, and health-related employment matters for municipal servers.
• Compras Manaus Public procurement portal for the Municipality of Manaus providing access to bidding processes, contracts, and government purchasing opportunities.
• Diário Oficial do Município Official gazette of the Municipality of Manaus publishing municipal laws, decrees, ordinances (Portarias), and official communications.
• Legacy Contest Gamification-based competition program for municipal interns that develops teamwork, creativity, problem-solving, and innovation skills through missions and challenges. Implemented in partnership with SEMTEPI during technology events.

Quantifiable outcome

• Over 30,000 municipal employees served with salary and benefits administration
• +2 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

Partnerships

Four partnerships are on record, tiered core.

• Controladoria-Geral do Município (CGM)coreStrategic or Co-development Partner · 30 July 2026Technical alignment meeting for the development of SEMAD's Integrity Plan (Plano de Integridade), conducted jointly with CGM to establish governance, transparency, and risk management protocols.
• Secretaria Municipal do Trabalho, Empreendedorismo e Inovação (Semtepi)coreStrategic or Co-development Partner · 10 July 2026Partnership with Semtepi for the Tecnogame 2026 event, where SEMAD brought municipal interns to participate in the Legacy Contest competition focused on innovation and technology skills development.
• Fundação Municipal de Cultura, Turismo e Eventos (Manauscult)coreStrategic or Co-development PartnerSEMAD is part of the Matriz Integrada supporting Manauscult in organizing large-scale municipal cultural events like the 1ª Feira Folclórica.
• Secretaria Municipal de Saúde (Semsa)coreStrategic or Co-development PartnerCollaboration on municipal employee health matters, including joint initiatives for server wellness and healthcare programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• ADP (Automatic Data Processing): Large commercial provider of payroll, HR, and benefits administration services to government and private employers; represents an outsourced alternative to the in-house administration SEMAD performs for municipal employees.
• SAP SuccessFactors: Enterprise HR and payroll platform widely adopted by government entities for HR administration, comparable in function to the digital portals and systems SEMAD operates for municipal employee management.

Emerging players

• Workday: Cloud HR and financial management platform with a growing government vertical, offering functionality that parallels SEMAD's Portal do Servidor, payroll, and HR administrative systems.

Direct peers

• Prefeitura Municipal de Belo Horizonte - Secretaria de Administração: Municipal administration secretariat of Belo Horizonte, providing HR, payroll, and administrative services to municipal employees—a comparable Brazilian municipal admin structure to SEMAD.
• Prefeitura Municipal de Curitiba: Municipal government of Curitiba that operates analogous HR, payroll, and municipal employee administration functions; comparable in scope and function to SEMAD's role in Manaus.
• Prefeitura do Rio de Janeiro - Secretaria Municipal de Fazenda: Municipal finance and administration secretariat in Rio de Janeiro that handles municipal employee administration, payroll, and procurement functions, comparable in scope to SEMAD's admin/planning/management responsibilities.
• SEPLAG-MG (Secretaria de Estado de Planejamento e Gestão de Minas Gerais): Brazilian state-level planning and management secretariat that performs analogous HR, payroll, training, and workforce-policy functions for Minas Gerais state employees—a direct functional comparison to SEMAD at the state level.
• Prefeitura Municipal de São Paulo - Secretaria Municipal de Gestão: Municipal-level secretariat in São Paulo responsible for city employee administration, payroll, and HR services—the closest municipal-level functional equivalent to SEMAD in a major Brazilian capital.

Others

• Prodam (Processamento de Dados Amazonas): State-level IT services company that hosts and operates the digital systems SEMAD relies on (Portal do Servidor, SIGED); functions as a key technology infrastructure provider enabling SEMAD's service delivery.

Regional players

• SEFAZ-AM (Secretaria de Estado da Fazenda do Amazonas): State-level finance and administration secretariat operating in the same Amazonas region as SEMAD, with overlapping personnel and procurement administrative responsibilities within the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/semadmanaus2022
• Instagraminstagram.com/semadmanaus
• LinkedInlinkedin.com/company/secretaria-municipal-de-administracao-planejamento-e-gestao-semad-manaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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