The aging of the Brazilian population is already beginning to change the profile of businesses in the country and open new avenues for entrepreneurship. Between 2020 and 2025, the number of micro and small companies 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 Federal Revenue. In 2025 alone, 57,200 new CNPJs (Brazilian taxpayer identification numbers) were opened in this sector.
This growth reflects 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 become a structured economic sector, generating income, professionalization, and expansion of specialized services.
The change has also spurred new business models. The 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 view profiles, experience, and reviews of professionals, in addition to facilitating the hiring process.
According to Edmilson, the startup’s cofounder, 2025 was the year of the company’s greatest expansion. “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 in the country.
The entrepreneur also states that Sebrae’s support was crucial for 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, Sebrae’s national manager of Senior Entrepreneurship 60+, the market still has great expansion potential. “Accelerated aging creates a favorable scenario for those who want to entrepreneur in professional activities. It’s a market that will expand for decades, but it requires preparation.”
According to the expert, four factors are considered fundamental for those intending to open or consolidate a business in the caregiving area. The first is the continuous qualification of professionals, as families seek safety and technical preparation. Investments in caregiver courses, first aid, chronic diseases, and basic gerontology increase trust and service quality.
Another key point is personalized care. Elderly care involves building bonds, empathy, and adaptation to each patient’s physical, emotional, and cognitive needs, making the humanization of the service a competitive advantage in the sector.
Regularizing the business is also considered essential. Complying with legal requirements, obtaining licenses and permits, respecting sanitary standards, and meeting labor obligations strengthens companies’ credibility and ensures greater market stability.
Finally, the use of technology has become a strategic element for companies in this segment. Digital tools enable greater transparency and increase the perceived value for clients, with features like apps for activity logging, service reports, and remote monitoring systems.
Source: brasil247.com