The SMZTO Group, owned by businessman José Carlos Semenzato, will invest R$20 million in BeneMed, a low-cost health services intermediary. The contribution will be made over three years, when the company plans to reach R$1.5 billion in revenue and 2 million lives as customers.
Founded in 2019 by four partners, the investee positions itself as an alternative to the public health system, between traditional plans and discount card companies for consultations. BeneMed provides basic healthcare services with a reduced cost and a focus on accessibility.
The SMZTO Group, with participation in the Espaçolaser, OrthoDontic, Oral Sin, Terça da Serra, Peça Rara, Petlove and Oakberry franchises, enters as a minority partner in the company. In 2025, the company recorded R$10 billion in revenue.
“BeneMed arrives in our ecosystem meeting a real and growing need in the market: access to healthcare in a simple, affordable and scalable way. What caught our attention was the combination of a product with strong social appeal, recurrence and a highly replicable model, fundamental pillars for growth via franchises”, says José Carlos Semenzato, chairman of the Board of the SMZTO Group.
Data from the Brazilian Franchising Association (ABF) shows that the health, beauty and well-being segment grew 14.6% last year, to more than R$74 billion in revenue. The increase is higher than the franchise sector in general, which registered an increase of 10.5% and revenue of R$301.7 billion.
“BeneMed is a healthtech that was born with a lot of accumulated experience from its partners in the area and with the proposal to expand access to health and well-being services through an affordable subscription, bringing together integrated assistance and benefits on a single platform”, says BeneMed CEO, Sergio Machado. “The model is positioned as a complementary alternative to the traditional system, serving mainly a public that seeks cost predictability and practical solutions on a daily basis.”
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The company’s founding partners have experience in the insurance and health sector. CEO Sérgio Machado was at Mapfre Seguros for more than 20 years; Frederico Torely, director of operations and technology, comes from the financial market, with experience at Agibank and Banco Pine. César, director of marketing and planning, Rodrigo Pesce, financial and legal director, and Gustavo Machado, commercial director, had careers in the areas of insurance and health.
With monthly fees starting at R$64.90, the platform offers an integrated ecosystem that includes consultations, exams, telemedicine, psychological support, dentistry and well-being solutions. The company has a network of more than 20 thousand accredited clinics and laboratories across the country.
Today, BeneMed earns R$340 million and has 2 million active customers. Growth is focused on microfranchises, which, according to the company, guarantees greater reach and proximity to the end customer. Under the model, the franchisee acts as a commercial agent and can dedicate himself to other businesses, taking advantage of local relationships with companies and end users.
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“This model allows us to scale with speed and efficiency. We want entrepreneurs engaged in bringing affordable healthcare to their regions, with structured support and a validated model”, points out Semenzato.
