Investment in cemeteries, BC prepares rules for crypto exchanges and what matters in the market

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More influencers than dentists in Brazil

Brazil already has more than 500 thousand influencers, according to the research multinational Nielsen, which considers profiles of people with more than 10 thousand followers.

They outnumber dentists (374 thousand), architects (212 thousand), civil engineers (455 thousand) and tied with the number of doctors (502 thousand).

The value of campaigns varies greatly between reach, profile of followers and even the region where the influencer lives, but the average per campaign of an already recognized influencer is R$ 18 thousand, according to agencies consulted by Sheet. Intermediaries usually keep about 20% of this value.

Understand: although many people associate the influencer “profession” with celebrities, the vast majority of them are characterized by ordinary people speaking to ordinary people.

More numbers: social networks received BRL 1.43 billion in advertising investment in 2021 – also considering the posts promoted by the companies themselves – according to a survey by CENP (Executive Council of Standard Norms).

• This amount represents more than the investment in radio, newspaper, magazine and cinema combined last year.

I follow, but I don’t buy: still in Nielsen research, 45% of women always accompany influencers, against 24% of men. But 58% of them and 76% of them have never purchased products or services advertised by influencers.

• The majority (66%) reported that he did not buy it because he did not feel confident in what was presented.

People like us: the lives of influencers are very similar to their audiences – this connection is one of the reasons for the accumulation of followers.

• In an interview with Sheetfive of them report how they started their careers, the difficulties and the differential of their work, and the pleasure of being in front of a camera.

Cemetery investment

It sounds morbid, but it’s profitable — at least this year. Those who invested in cemeteries as a shareholder in the real estate fund CARE11 (Brazilian Graveyard Death Care), saw their investment have a return of 71.5% so far in 2022.

Ifix, the reference index for these assets, rose 0.06% in the year.

Understand: while traditional FIIs (real estate investment funds) invest in buildings, shopping malls, fixed income securities and pass the monthly profit on to shareholders, this asset works in a similar way, but the investment is in cemeteries and deposits.

• The fund still has a stake of around 20% in Cortel, a traditional company that manages cemeteries, funeral homes and crematoria in the country.

In numbers: CARE11 has about 9,200 shareholders and BRL 290 million of equity. The 71.5% growth in shares this year follows a 20% drop in 2021 for the structured fund in 2016.

The strategy: the fund’s bet is on the ‘death care’ sector [cuidados relacionados à morte] given the aging of the Brazilian population, which should raise the mortality rate in the country.

More about investments:

Profit x growth: the record profit presented by large companies listed on the Brazilian stock exchange contrasts with the perspective of a drop in companies’ investment for the coming years.

CDI is highlighted again: Michael Viriato, from the blog De Grão em Grão, shows how the indicator regained its relevance in the wake of the advance of the Selic.

BC speeds up crypto regulation

With the advancement of the proposal that regulates operations with crypto-assets in Congress, the BC (Central Bank) prepares the rules that must match brokers and exchanges of digital assets, national and foreign, to investment banks.

Understand: Approved in the Senate and being processed as a matter of urgency in the House, the project has been called a regulatory framework for cryptocurrencies, as it establishes guidelines on operations carried out with these types of assets.

• The idea is also to establish a specific criminal classification for cases involving crypto fraud.

• Among the measures is that a government agency will have to authorize the operation, supervise and apply punishments to virtual asset brokers (exchanges).

• The new rules will try to stop the use of cryptocurrencies in money laundering and the evasion of foreign exchange to protect the country’s level of savings – already considered too low by the BC.

In numbers: cryptocurrency companies trade in the country around BRL 300 billion, according to BC data from December last year. The amount represents 27% of the resources currently deposited in the savings account.

• Crypto companies will have to report to Coaf any transaction in excess of BRL 10 thousand.

• Today, the Federal Revenue requires that operations above BRL 35 thousand be notified. The tax authorities registered BRL 200 billion in buying and selling cryptocurrencies in the past year

Startup of the Week: Turivius

We started from this edition this framework. Here you will have every Monday an x-ray of a startup that received funding in the last week.

The startup: was founded in 2019 in São Paulo by former researchers from MIT (Massachusetts Institute of Technology) and USP (University of São Paulo). It offers as a service a database of jurisprudence from several courts in Brazil.

In numbers: the company carried out a seed fundraising last week (understand the stages of investment in startups here) of $1 million (R$ 4.7 million). It was the first contribution announced by Turivius.

Investors: the investment was led by ABSeed Ventures and had the participation of Domo Invest, ACE Startups and Allievo Capital.

What problem does it solve: the startup promises to simplify the routine of lawyers and increase the predictability of judicial decisions from its database powered by artificial intelligence (AI).

Main customers: Pinheiro Neto, BMA Advogados.

Why it’s featured: the lawtech sector (law startups) is still nascent when it comes to raised capital, but it has become more demanded by offices since the pandemic.

• Last year, they were captured $78 million (R$ 370 million), well above the $9 million (R$ 42.7 million) raised in 2020. Highlight for idwall (US$ 50 million) and JusBrasil (US$ 40 million).

The week at a glance

There were 14 fundraising rounds carried out in Latin America, with $199 million (R$944 million) in investments. Highlight for Mexico, with $125 million (R$593 million) raised in five rounds.

With Daniela Arcanjo. Data is from the Sling Hub platform .