Entrepreneur Day: 15 leaders show how purpose, technology and innovation can drive growth

On October 5th, Entrepreneur's Day is celebrated. The date emerged as a tribute to the creation of the Statute of Microenterprise and Small Business in 1999, with Law no. 9,841, and celebrates the efforts of entrepreneurs seeking ways to achieve financial autonomy

In the first half of 2025, 2.6 million new small businesses were opened, according to survey the result is 23% higher than the same period last year, when about 2.2 million enterprises of this size were created. The MEIs, which corresponded to 77.3% of small businesses opened in the first half of last year, recorded an increase of 24.5% compared to the same half of the previous year. Already Microenterprises and Small Businesses, which represented, respectively, 18.6% and 4.1% of small businesses opened in the period, also grew together, showed a high of 17Q120 in comparison with 27.17T.

In this scenario of growth, this year's Entrepreneur Day highlights that, nowadays, it is no longer just about creating companies, but solving deep pains of society and the market.It is about applying artificial intelligence to predict the future of business, redesign corporate mental health, build inclusive financial ecosystems and prove that diversity is the greatest strategic asset of an organization.

To celebrate the date, we have gathered 15 names that bring the materialization of the trends that will define the next decade of the Brazilian economy. Its trajectories offer a map to understand how technology, purpose and innovative management models are, in practice, building the future.

1) Vanessa Sandrini (fairly@vansandrini) 'strategic vision, innovation and humanistic leadership

Vanessa Sandrini is one of the most influential voices in Brazilian retail, with more than 25 years of experience in family and multinational companies such as Sugar Loaf Group, Leroy Merlin, St Marche and JHSF/Fasano Continuum VaS, an ecosystem of Vision as a Service, a boutique of strategic advice, mentoring and corporate education. With its method, it supports business families, brands and leaders in moments of decision: professionalization, transition, expansion, new business, M&A, development of management culture and governance 'from traditional to luxury, from large centers to regions that support Brazil.

Recognized for her commitment to diversity, inclusion and social transformation, Vanessa founded the Women of Retail Institute, is an ally of UN Women and was the first woman to sign the Global Compact representing a company in the Northeast. Awarded as Personality of the Year in Retail by Popai Brazil in 2021, she is also an author and co-author of books on branding and retail stories. Her trajectory shows how strategic vision, innovation and humanist leadership can transform companies, people and the retail sector as a whole.

2) Nina Silva (@ninasilvaperfil) 'finance and social impact to strengthen afro-entrepreneurship

CEO of Black Money Movement and The’d bank, Nina Silva represents one of the most relevant voices in the country in technology, innovation and financial inclusion. Considered the “Most Disruptive Woman in the World” by the Women in Tech Global Awards, she is a reference in Afro-entrepreneurship and digital transformation. Entrepreneur, Angel Investor and Counselor at the World Economic Forum with expertise in the Responsible Investing Council, Nina also acts as a Professor of Innovation and Finance at PUCRS and other institutions. Her work demonstrates how financial technology can be a powerful tool for social and economic inclusion.

3) Rachel Maia (silver@rachelomaia) 'reference in leadership and corporate diversity, promoting inclusive and equitable environments.

The first black woman to hold the position of CEO in Brazil, Rachel Maia has built a solid trajectory with passages through the presidencies of companies such as Tiffany & Co Jewellery, Pandora and Lacoste Brazil. Currently CEO of RM Cia 36 and founder of Instituto Capacita-me, she is an advisor to large companies and an active voice in diversity, leadership and social transformation in the corporate world. Rachel proves that diversity is not only a moral issue, but a strategic imperative for organizations that seek innovation and sustainable growth. 

4) Kenny Laplante: technology applied to the care of children with autism 

Kenny Laplante turned his own life story into fuel to innovate in the health sector. Diagnosed with apraxia in childhood and marked by the support of a speech therapist, he grew up understanding the importance of specialized intervention. After a career in the financial market in New York, he decided to leave a comfortable life to undertake in Brazil, inspired both by his personal experience and by close contact with autistic family members. In 2020, he founded the Genial Care, healthtech revolutionized care for children with autism by integrating technology, multidisciplinary teams, and direct support to families and caregivers.

The disruptive differential brought by Kenny was to break with the fragmented model of traditional treatment. The company has accelerated its expansion with R$ 91.8 million raised in three rounds of investment, involving heavy funds such as General Catalyst, Atlantico, Canary, IKJ Health Innovation, 1616 and SSV Capital, as well as experienced executives from the health sector. Laplante consolidated himself as one of the most innovative leaders in the segment, by combining clinical excellence, social impact and a scalable business model.

5) Ana Fontes (@anafontesbr) 'promoting entrepreneurship women and generating positive social impact

Founder of Entrepreneurial Women Network, the first and largest platform to support women-led businesses in Brazil, Ana Fontes is a national and international reference when it comes to female entrepreneurship. Her work includes training programs, access to credit and mentoring, benefiting thousands of entrepreneurs throughout the country. Recognized by the UN and the World Economic Forum, she shows that investing in women is investing in economic and social development in a sustainable way.

6) Flavia Durante (@flaviadurante) 'Strengthening the creative economy with a focus on diversity and inclusion

Journalist, entrepreneur and event curator, Flavia Durante is the creator of the Pop Plus Fair, the largest plus size fashion event in Latin America. Her trajectory is marked by the defense of the diversity of bodies, styles and identities in the fashion market, uniting creative economy, representativeness and income generation. In addition to moving millions in business, Flavia transformed the way the sector sees and serves the plus size public, influencing brands and consumers. 

7) Ana Tomazelli (scholarship@anatomazellioficial) 'Corporate mental health and female leadership 

While the epidemic of burnout spread throughout the corporate world, the psychoanalyst and President of the Ipefem (Institute of Research & Women's Studies) Ana Tomazelli dared to say the unthinkable: ‘DESIST’. But not to give up on career, but toxic and unsustainable leadership models. 

Combining listening to psychoanalysis with her background of more than 20 years as an HR executive at giants such as KPMG and DASA, she today leads a revolution in the discussion on mental health, proving that vulnerability is not weakness, but the basis for more humane and lasting professional growth “Career without Suffering” and “Desista”, it questions traditional leadership models and proposes more humane and sustainable approaches to professional growth. 

8) Marcos Guerra & Odemocratizando oportunidades through e-sports and digital inclusion

Co-founder Solid Team, Marcos Guerra represents a new generation of entrepreneurs who are transforming e-sports into a tool for social inclusion and the creation of new professions. Specialized in training and management of technology squads, he demonstrates how the gamer universe can be a path of social insertion for young people, offering career opportunities in a sector that expects to exceed US$ 187 billion by the end of 2025, according to the report newzoo, consolidating itself as one of the most profitable entertainment industries. Its collaborative approach and focus on collective performance exemplify the new forms of leadership needed to democratize access to the contemporary technology market.

9) Thiago Muniz (scholars@thiagomuniz.rp) 2creating the largest B2B digital influence ecosystem in Latin America

In a market where growth is often a game of luck, Thiago Muniz introduced an exact science Predictable Revenue, he became the main reference in Brazil for transforming the chaos of B2B sales into a scalable growth engine and, as the name suggests, predictable. Recently, along with Aaron Ross, author of the best-selling Predictable Revenue, acquired control of B2B Stack, creating the largest ecosystem of B2B digital influence in Latin America. 

With 16 years of experience in demand generation, he has helped countless companies create sales opportunities and scale their businesses. As Muniz states: “The new B2B narrative will not be told by those who shout louder, but by those who are more reliable” MBA Professor at Getulio Vargas Foundation, Thiago is an expert in demonstrating how methodology and predictability can turn business teams into engines of scalable growth.

10) Gustavo Siuves ''Impact and innovation in the financial ecosystem

Gustavo Siuves wants to transform the Brazilian financial sector through innovation, technology and inclusion.As Chief Revenue Officer (CRO) and partner of Azify, he leads with a focus on democratizing access to secure and scalable digital financial products.

With more than 20 years of experience in the market, Gustavo has worked for companies such as Celcoin, Banco BS2 and Cielo, working in areas ranging from BaaS and Blockchain to Investment as a Service. His trajectory demonstrates how combining strategic vision, technology and creativity can generate solutions that not only drive business, but also promote social impact and economic inclusion.

A speaker at events such as Blockchain.RIO and Campus Party Brazil, Gustavo shows that innovation in the financial sector goes beyond digital products: it is about creating sustainable ecosystems, preparing companies for a dynamic regulatory future and transforming global challenges into growth opportunities.

11) Leonardo Freitas (scholars@1eofreitas) Decades of experience in global mobility to realize dreams

Leonardo Freitas is an example of entrepreneurial restlessness that transformed multidisciplinary experiences into a global business.Born in Brazil and with nationalities in different countries, he began his career in music, but soon fell in love with technology, going through Philips and entering strategic areas of the American government, where he worked in national security and immigration during the Bush and Obama administrations. This path gave him a unique insight into people, business and international expansion, which led him, in 1996, to found the HAYMAN - WOODWARD, initially as a foreign affairs consultancy.

Under his leadership, the company, with a presence in several countries, has become a world reference in global mobility, serving more than 3.2 thousand families per year in services ranging from visas, tax planning and insurance to wealth management and complete logistics for executives and families. For Freitas, which has become a reference in immigration matters, internationalizing is not only changing countries or opening businesses abroad, but building prosperity in a structured, personalized and sustainable way, always keeping an eye on global opportunities.

12) Kenneth Correa (@kenaum) Artificial Intelligence and the Future of Business 

Recently, he launched his first international book at MIT (Massachusetts Institute of Technology), “Cognitive Organizations & Organizations Leveraging the Power of Generative AI and smart Agents”, international TEDx speaker and MBA professor at the Getulio Vargas Foundation. Kenneth Correa is one of the most influential voices when it comes to the impact of emerging technologies on business. 

Expert in Data, Artificial Intelligence and Metaverse, he translates complex themes into accessible and applied language. Currently he is Director of Strategy of the Agency 80 20 Marketing, where he leads a team of 90 professionals developing innovative projects for large companies. Kenneth demonstrates how generative AI and intelligent agents can be implemented in a practical and strategic way, preparing organizations for the digital future.

13) Sylvestre Mergulhão (NDE anticipated the future of work: it has led, since before the pandemic, the revolution of remote teams in technology

Sylvestre Mergulhao brought to Brazil the innovative essence he experienced in Silicon Valley, impacting on profound transformations in the labor market. After his experience in California in 2006, he founded in 2010 the Impulse, already conceived as a 100% remote company and based on agile management practices applied to all areas of the business DO before remote work was even an agenda. 

Under his visionary leadership, Impulso stood out, providing solutions to giants such as Stone, Somos Education, Globo and Cielo. With an average growth of 45% per year for a decade, the company was recognized in 2020 by Endeavor as one of the high growth businesses in Brazil. The trajectory of Mergulhao exemplifies how innovation, remote culture and agile management can redefine the future of work and drive success at scale, achieving impressive results: 86% of assertiveness in hiring and turnover 44% below the national average.

14) Alan Mareines ''transformation of secure financial data sharing

CEO of Lina OpenX's, Alan Mareines has years of experience as a consultant in the Brazilian financial sector, especially in the Interbank Chamber of Payments (CIP). Payments specialist, worked closely with the Central Bank of Brazil and led the study group for the implementation of ISO 20022 messages in the Brazilian Payment System. 

At Lina, Alan leads the transformation of secure financial data sharing, supporting institutions in the digital transformation journey and consolidating the company as a reference in Open Finance in the Brazilian market.

15) Thiago da Mata “TikTok from the” auctions: democratization and technology as the new frontier

CEO of Kwara, Thiago da Mata revolutionized the online auction market using technology and intelligent curation to anticipate user preferences. With more than 15 years of experience in large companies such as Coca-Cola, Royal Canin and startups such as Frete.com and LogShare, he brought to Kwara a disruptive approach that resulted in more than 230 thousand auctioned and breakeven items in just 7 months. Thiago demonstrates how intelligent data application and innovative UX can transform traditional sectors and create new user experience standards.

The trajectories of these 15 leaders, although unique, converge to an undeniable truth: contemporary Brazilian entrepreneurship has transcended the pursuit of profit at any cost. Success is now measured by a more complex equation, which includes measurable impact, humanized technology and the ability to build communities, not just customer portfolios.

They demonstrate that the greatest opportunities are not in replicating formulas, but in questioning them. In a world of uncertainty, these entrepreneurs are not only adapting to change 'THEY are change itself. And observing their next steps is not only inspiring; it is a strategic guide for those who want to lead, not just survive, in the economy of the future.