Sorrisa — управление стоматологическими клиниками с встроенными платежами для Бразилии

Real comparables: Clinicorp (dental and aesthetics clinics, with the Clinipay payments arm), Simples Dental, Dental Office, and Capim (patient financing for dental treatments). The model follows the vertical SaaS + fintech pattern — software wins the clinic, payments double the revenue per clinic.

Who pays

Private dental clinics and solo practices in Brazilian cities — Brazil has the largest number of dentists in the world, about 360,000 registered with the CFO. The buyer is the dentist-owner; daily users are the receptionist and associate dentists. Small practices (1–2 chairs) buy self-serve after a 7-day trial; clinics with 3+ chairs and franchise units are closed by a sales rep on a video call.

How it makes money

Monthly plans (at R$5.50 per dollar): Essencial R$149 ($27.09) for solo practices, Profissional R$349 ($63.45) with treatment plans, WhatsApp confirmations and financial reports, Clínica R$699 ($127.09) for multi-chair clinics with commissions and multi-unit dashboards. Plan mix 45% / 40% / 15% gives about $56.60 per clinic. Embedded payments: about 30% of clinics route patient payments through the platform; across all clinics that averages R$9,000 ($1,636) of payment volume per clinic a month at a blended 2.6% fee (Pix is cheap, 12x card installments with receivables anticipation are expensive). Processing cost to the acquiring partner is 1.7%, so payments net about $14.70 per clinic a month on top of the subscription. Prices include Brazilian taxes on revenue (ISS and PIS/COFINS, about 8% of gross revenue), which the model deducts as an expense. Two expansion levers are modelled explicitly: payment adoption rises from 30% to 40% of clinics from month 19 (another ~R$3,000 of volume per clinic on average, $545), and clinics add chairs or upgrade plans, worth about $2.30 a month per clinic in each of years 2 and 3.

Key assumptions

• Plan prices sit next to Simples Dental, which starts at about R$99.90 a month (GetApp lists the figure as '99.90' without the real sign; in reais it matches the market) and Clinicorp (quote-based). Essencial at R$149 is priced above the cheapest tools because it includes WhatsApp confirmations; R$149–699 is less than one routine dental procedure a month.
• Retention: 65% of clinics still pay after 12 months, then 2.2% a month — SMB SaaS churn of 3–7% a month at the start, stickier once patient records and payment links live in the platform.
• Google Ads CPC $1.60 (about R$9) for 'software odontológico' and 'agenda para dentista'; 6% of clicks start a 7-day trial and 12.6% of trials pay. Instagram to dentists at $7 CPM — dentists are heavy Instagram users, but the audience is colder: 2.5% of clicks start a trial and 8.4% of those pay. Close rates are set about 30% below typical opt-in trial medians because a solo dentist rarely switches software mid-treatment-cycle.
• Budgets grow with revenue: Instagram spends about $10,500 a month in year 1 and $21,000 from month 13 as the product expands beyond São Paulo, Rio and Minas, with efficiency decaying to 75%.
• Dental supply distributors refer clinics for a $200 bounty (about R$1,100); booths at CIOSP (São Paulo, the largest dental congress in Latin America) and regional events cost about $400 per signed clinic once travel and booth are counted. Fully loaded acquisition cost, including the sales team, is about $320–340 per clinic.
• Payments: 30% adoption, R$30,000 a month of patient payments per adopting clinic, blended 2.6% fee against 1.7% cost (interchange, acquirer and anticipation funding). The SaaS company operates as a sub-acquirer through a licensed partner, not as its own payment institution.
• Other variable cost per clinic: taxes on gross revenue about $7.90 (~8%), WhatsApp utility messages for appointment confirmations $2.40, hosting and X-ray image storage $2, card fees on the subscription $1.80.
• São Paulo salaries: senior developer $3,300 a month (about R$18,000), mid-level $2,000. Employment cost is a blend: CLT staff cost about 70% on top of salary (INSS, FGTS, 13th salary, vacation bonus), senior engineers are often hired as PJ contractors at about 10%; the model uses 45% across the team. Seed of $1.5M covers a four-month build and the trough.
• Horizon is five years: monthly profit and cumulative payback both come late — slower than the SaaS rule of thumb because of thin payment margins and Brazilian SMB churn.
• Why payment adoption grows: clinics turn on payment links once the first treatment plans are financed through the platform — Clinicorp built its Clinipay arm on exactly this pull. Subscription expansion of ~4% a year is in line with SMB vertical SaaS (SaaS Capital 2025 median NRR 101%). In the model each step is an add-on per active customer from that month on — a simplification: it slightly overstates expansion for brand-new customers and understates it for the oldest cohorts.

Risks

• Payments economics depend on interest rates: receivables anticipation is funded at the Selic rate, and a rate hike squeezes the 0.9-point spread or forces higher fees to clinics.
• Regulation: the Central Bank tightened rules for sub-acquirers and payment arrangements; compliance costs grow with volume, and a partner change is a painful migration.
• Simples Dental, Clinicorp and free tools compete hard; a price war on the Essencial plan would push the business further toward payments revenue.
• Concentration of payments revenue in larger clinics: if adoption stays at 15% instead of 30%, payment income halves.

How to adapt this model

• Mexico or Colombia: keep the payments line but lower the take rate and payment volume — Pix does not exist there and card installments are less universal.
• Physiotherapy, psychology or aesthetics clinics: cut payment volume per clinic in half and raise plan prices slightly.
• No payments partner at launch: delete both payment lines — the SaaS alone still works, but breakeven moves out by about a year.
• Patient financing (BNPL, like Capim): add it as a separate percent-of-volume income with its own credit-loss expense rather than raising the blended fee.

Sources

• Simples Dental on GetApp (from '99.90' a month, 7-day trial — R$99.90 in practice): https://getapp.com.au/software/2040403/simples-dental
• Clinicorp — cloud platform for dental clinics, Clinipay payments arm, quote-based pricing: https://www.softwares.com/software/clinicorp
• Capim — dental-clinic platform with BNPL, $26.7M Series A: https://latamlist.com/?p=16446
• Registered dentists in Brazil (363,546 in 2022, CFO): https://scielosp.org/pdf/csc/2024.v29n1/e15942022/pt
• Developer salaries in São Paulo 2026 (pleno R$8–14K, sênior R$12–22K CLT): https://jobrise.io/pt/blog/salario-desenvolvedor-pleno-vs-senior-2026/
• SMB SaaS churn 3–7% monthly: https://www.venasolutions.com/blog/saas-churn-rate
• SaaS Capital 2025 retention benchmarks (median NRR 101%, GRR 91%; ACV $25–50K median NRR 102%, top quartile 111%): https://www.saas-capital.com/research/saas-retention-benchmarks-for-private-b2b-companies/