The aging of the Brazilian population is already beginning to change the profile of companies in the country and open new avenues for entrepreneurship. Between 2020 and 2025, the number of micro and small enterprises focused on support and assistance for the elderly and patients at home grew 74%, according to research by the Brazilian Service for Support to Micro and Small Enterprises (Sebrae) based on data from the Brazilian Federal Revenue. In 2025 alone, 57,200 new CNPJs were opened in this activity.
This growth accompanies the demographic transformation underway in the country. Data from the Brazilian Institute of Geography and Statistics (IBGE), released in the 2022 Demographic Census, show that the population over 65 years old grew 57% in 12 years. Currently, Brazil has more than 33 million elderly people. In practice, a task that traditionally fell to families has consolidated into a structured economic sector, with income generation, professionalization, and expansion of specialized services.
This change has also spurred new business models. Sons of caregivers, entrepreneurs Edmilson Santos and Kelvin Carvalho decided to turn family experience into a business and created Cuid, a platform that connects professionals to families needing home care. The system uses geolocation to indicate nearby caregivers and allows clients to check profiles, experience, and reviews of professionals, in addition to facilitating hiring.
According to Edmilson, the startup’s cofounder, 2025 was the year of greatest expansion for the company. “We tripled our revenue compared to 2024. We also evolved our business model and invested in technology and quality.” Currently, the company operates in 24 Brazilian states and plans to expand its presence nationwide.
The entrepreneur also says that Sebrae’s support was decisive in structuring the operation. “We went from an intuitive operation to a more organized model, with clear goals and preparation for accelerated growth.”
The sector’s growth trend is not limited to Brazil. According to the World Health Organization (WHO), the number of elderly people worldwide is expected to double by 2050. For Gilvany Isaac, national manager of Sebrae’s Senior Entrepreneurship 60+ program, the market still has great expansion potential. “Accelerated aging creates a favorable scenario for those who want to entrepreneur professionally. It’s a market that will expand for decades, but it requires preparation.”
According to the expert, four factors are considered fundamental for those looking to start or consolidate a business in the caregiving area. The first is continuous qualification of professionals, as families seek safety and technical preparation. Investments in courses for caregivers, first aid, chronic diseases, and basic gerontology notions increase trust and service quality.
Another central point is personalized care. Elderly care involves bonding, empathy, and adaptation to each patient’s physical, emotional, and cognitive needs, making the humanization of the service a competitive advantage in the sector.
Business regularization is also considered essential. Meeting legal requirements, obtaining permits and licenses, complying with health standards, and fulfilling labor responsibilities strengthens companies’ credibility and ensures greater market stability.
Finally, the use of technology has become a strategic element for companies in the segment. Digital tools increase transparency and perceived value for clients, with features like apps for activity logging, care reports, and remote monitoring systems.
Source: brasil247.com