Brazil reaches record number of women entrepreneurs with 10.4 million Brazilians and sector gains prominence with high impact business

The study "Female Entrepreneurship – Through the Lens of PNAD Contínua," conducted by Sebrae based on IBGE data, indicates that Brazil reached the milestone of 10.4 million female entrepreneurs in 2024, the highest number in the historical series and representing an increase of approximately 42% compared to 2012. Despite the progress, female participation is still below its potential: although 51.7% of the working-age population is composed of women, they represent only 34.1% of business owners in the country.

In this scenario, the trajectory of São Paulo native Juliana Stephani stands out as an example of how passion can be transformed into a business opportunity and a benchmark for innovation. A veterinarian by training, with specializations completed outside of Brazil, Juliana combined two of her greatest passions, animals and travel, to found PETFriendly Turismo, an agency specializing in the transportation of dogs and cats.

"Women bring a humanized, detailed, and innovative vision to business. The growth of female entrepreneurship in Brazil is an opportunity to show that we can increasingly occupy strategic spaces and generate a positive impact on society," comments Juliana. 

The company offers complete solutions for families who need to move their pets within and outside the country, working from the planning and development of routes to the issuance of international documents, airline tickets, ground transfers, accompaniment during the journey without the guardian, and the sale of essential items, such as transport crates and bags.

The business model has been showing significant results. In 2024, PETFriendly Turismo recorded revenue of R$3.5 million, with over 7,000 services provided and 1,900 clients served. Currently, the agency organizes an average of 70 trips per month and projects to reach the mark of 100 trips per month by the end of 2025. To achieve this, it is betting on an expansion plan that foresees growth of 15% next year.

The founder's goal is to transform the company into a complete ecosystem, capable of offering everything involved in the transportation of pets with comfort, well-being, and safety. Among the new areas under study are in-person support services at airports, issuance of certifications and visas for guardians, as well as applications that facilitate communication with airlines.