{"id":11369,"date":"2025-06-26T10:06:30","date_gmt":"2025-06-26T13:06:30","guid":{"rendered":"https:\/\/blivionacademyfuneral.com\/?p=11369"},"modified":"2025-06-26T15:52:31","modified_gmt":"2025-06-26T18:52:31","slug":"o-erro-historico-da-precificacao-nos-planos-funerarios-e-o-caminho-para","status":"publish","type":"post","link":"https:\/\/blivionacademyfuneral.com\/?p=11369","title":{"rendered":"O Erro Hist\u00f3rico da Precifica\u00e7\u00e3o nos Planos Funer\u00e1rios e o Caminho para"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11369\" class=\"elementor elementor-11369\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2dc51b7 e-flex e-con-boxed e-con e-parent\" data-id=\"2dc51b7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8d15954 elementor-widget-mobile__width-initial elementor-widget 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Hub<\/a><\/li>\n<\/ul>\t\t\t<\/nav>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-22e78b2c e-flex e-con-boxed e-con e-parent\" data-id=\"22e78b2c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2a749fc elementor-widget elementor-widget-heading\" data-id=\"2a749fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">O Erro Hist\u00f3rico da Precifica\u00e7\u00e3o nos Planos Funer\u00e1rios e o Caminho para Corrigir<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3dbb9a9d elementor-widget elementor-widget-text-editor\" data-id=\"3dbb9a9d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\"><p>Por Carlos Henrique<\/p><p><br \/>Durante d\u00e9cadas, precificamos contratos de planos funer\u00e1rios da forma errada. Essa afirma\u00e7\u00e3o<br \/>pode parecer provocativa \u00e0 primeira vista, mas representa a realidade nua e crua da maioria das<br \/>carteiras ativas no setor funer\u00e1rio brasileiro. E mais: esse erro n\u00e3o foi apenas disseminado, mas<br \/>institucionalizado como pr\u00e1tica comum. O problema \u00e9 que a conta, cedo ou tarde, chega e<br \/>para muitos, ela j\u00e1 chegou.<\/p><p><br \/>Na aula que ministrei recentemente dentro da p\u00f3s-gradua\u00e7\u00e3o em Gest\u00e3o de Neg\u00f3cios<br \/>Funer\u00e1rios, com apoio da UNIFUTURO e da Blivion, abordei um dos temas mais negligenciados<br \/>(e mais perigosos) do nosso setor: a l\u00f3gica correta da precifica\u00e7\u00e3o baseada em risco atuarial<br \/>individualizado.<\/p><p><br \/><strong><span style=\"color: #333399;\">A natureza do nosso neg\u00f3cio: risco certo, tempo incerto<\/span><\/strong><\/p><p><br \/>O que vendemos nos contratos funer\u00e1rios \u00e9, essencialmente, uma garantia de cobertura para<br \/>um evento certo a morte cujo tempo de ocorr\u00eancia \u00e9 incerto. Por isso, o modelo de<br \/>precifica\u00e7\u00e3o deve refletir a l\u00f3gica de risco. Afinal, a matem\u00e1tica da morte \u00e9 previs\u00edvel. O que nos<br \/>falta, muitas vezes, \u00e9 us\u00e1-la a nosso favor.<\/p><p><br \/>O IBGE, por exemplo, j\u00e1 faz isso. Com base nos registros de \u00f3bitos dos cart\u00f3rios de todo o Brasil,<br \/>o \u00f3rg\u00e3o disponibiliza tabelas atuariais que mostram quantas pessoas morrem, por ano, para<br \/>cada grupo de mil indiv\u00edduos, por faixa et\u00e1ria. Se voc\u00ea possui mil clientes com 60 anos, o<br \/>n\u00famero previsto de \u00f3bitos em um ano \u00e9 de 9,6. Se a m\u00e9dia da sua carteira \u00e9 75 anos, esse<br \/>n\u00famero pode passar de 35. E assim por diante.<\/p><p><br \/><strong><span style=\"color: #333399;\">O erro cl\u00e1ssico: precificar por fam\u00edlia, n\u00e3o por risco.<\/span><\/strong><\/p><p><br \/>Historicamente, precificamos os planos com base em uma \u201cfam\u00edlia padr\u00e3o\u201d, ignorando a idade<br \/>dos membros ou mesmo a quantidade de vidas no contrato. Isso gerou uma distor\u00e7\u00e3o brutal.<br \/>Inserir uma av\u00f3 de 80 anos no contrato e pagar o mesmo valor que uma crian\u00e7a de 5 anos \u00e9<br \/>uma incoer\u00eancia matem\u00e1tica. O risco de morte da primeira \u00e9 40 vezes maior.<\/p><p><br \/>E n\u00e3o h\u00e1 milagre. Quanto mais idosa for a m\u00e9dia da sua carteira, maior ser\u00e1 a sua sinistralidade,<br \/>menor ser\u00e1 sua margem\u00a0 e mais perto voc\u00ea estar\u00e1 de um colapso financeiro.<\/p><p><br \/>Como calcular o valor correto: l\u00f3gica simples, execu\u00e7\u00e3o exigente!<\/p><p><br \/>A l\u00f3gica \u00e9 objetiva: se o risco de morte mensal de um indiv\u00edduo de 45 anos \u00e9 de 0,00027 (IBGE), e<br \/>o custo m\u00e9dio do funeral \u00e9 de R$ 4.000, ent\u00e3o o custo atuarial mensal desse indiv\u00edduo \u00e9 de R$<br \/>1,09. A isso, somam-se os impostos, os custos fixos da empresa, a margem de contribui\u00e7\u00e3o, o<br \/>lucro desejado, etc.<\/p><p><br \/>O resultado? Esse cliente de 45 anos deveria pagar algo pr\u00f3ximo de R$ 2,59 por m\u00eas. Quando<br \/>completar 55 anos, esse valor dobra para R$ 5,34. Aos 70, o custo pula para mais de R$ 16. E aos<br \/>80, ultrapassa R$ 42 (n\u00fameros exemplificativos).<\/p><p><br \/>Logo, um plano precificado de forma justa precisa ser escalonado por idade e por vida.<\/p><p><br \/>O risco invis\u00edvel: transfer\u00eancias e contratos deficit\u00e1rios<\/p><p><br \/>Outro ponto cr\u00edtico \u00e9 o \u201ccavalo de troia\u201d das transfer\u00eancias. Quando seu concorrente aceita<br \/>transfer\u00eancias com titulares de 80 anos e cobra menos do que voc\u00ea, ele est\u00e1 comprando um<br \/>passivo. O que ele est\u00e1 levando para dentro da pr\u00f3pria carteira n\u00e3o \u00e9 receita, \u00e9 d\u00edvida futura.<br \/>Mais uma vez, a matem\u00e1tica n\u00e3o perdoa.<\/p><p><br \/><strong><span style=\"color: #333399;\">E o seguro?<\/span><\/strong><\/p><p><br \/>Embora seguros funer\u00e1rios pare\u00e7am solu\u00e7\u00f5es f\u00e1ceis, podem esconder uma armadilha: eles s\u00e3o<br \/>precificados com base no risco do cliente. Mas muitos gestores repassam esse custo de forma<br \/>fixa e achatada, sem levar em conta que a seguradora reajustar\u00e1 o valor ano a ano conforme a<br \/>idade do segurado avan\u00e7a o que o seu contrato com o cliente provavelmente n\u00e3o permite<br \/>repassar. Isso cria um descompasso inevit\u00e1vel e, com o tempo, insustent\u00e1vel.<\/p>\n<p>\u00a0<\/p>\n<p><br \/><strong><span style=\"color: #333399;\">Um novo pacto de sustentabilidade<\/span><\/strong><\/p>\n<p><br \/>Se quisermos preservar a sa\u00fade das nossas carteiras, precisamos de uma nova abordagem.<br \/>Precificar com base em risco \u00e9 mais do que uma obriga\u00e7\u00e3o t\u00e9cnica \u00e9 uma responsabilidade<br \/>com a longevidade do nosso neg\u00f3cio. \u00c9 hora de rever modelos, atualizar pr\u00e1ticas e romper com<br \/>f\u00f3rmulas antigas.<\/p>\n<p><br \/>Na Blivion, nosso compromisso \u00e9 com a estrat\u00e9gica. Provocamos reflex\u00f5es que transformam<br \/>empresas. A aula de precifica\u00e7\u00e3o foi apenas o come\u00e7o. O futuro do setor funer\u00e1rio pertence<br \/>\u00e0queles que sabem que n\u00e3o h\u00e1 como prosperar sem ci\u00eancia, sem dados e sem l\u00f3gica<br \/>econ\u00f4mica.<\/p>\n<p><br \/>Se voc\u00ea quer participar desse novo ciclo, comece com a pergunta certa: quanto vale, de fato, o<br \/>risco que voc\u00ea est\u00e1 garantindo?<\/p>\n<p><br \/>E n\u00e3o de esque\u00e7a de nos seguir no Instagram @blivionfuneralhub e compartilhar com seus<br \/>amigos os melhores insights!!<\/p>\n<p><br \/>A educa\u00e7\u00e3o muda o mundo e a Blivion \u00e9 nossa contribui\u00e7\u00e3o!!!!<\/p>\n<p>\u00a0<\/p>\n<h5><span style=\"color: #808080;\"><strong>26 DE JUNHO DE 2025<\/strong><\/span><\/h5><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-935b1eb e-flex e-con-boxed e-con e-parent\" data-id=\"935b1eb\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-8f72335 e-con-full e-flex e-con e-child\" data-id=\"8f72335\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1c20320 elementor-widget elementor-widget-elementskit-heading\" data-id=\"1c20320\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" ><div class=\"ekit-heading elementskit-section-title-wraper text_left   ekit_heading_tablet-text_center   ekit_heading_mobile-text_left\"><h3 class=\"ekit-heading--title elementskit-section-title text_fill\">BLIVION ACADEMY     <span><span>FUNERAL <\/span><\/span><\/h3><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-339cb74 elementor-align-left elementor-align--tabletcenter elementor-widget elementor-widget-elementskit-button\" data-id=\"339cb74\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"elementskit-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ekit-wid-con\" >\t\t<div class=\"ekit-btn-wraper\">\n\t\t\t\t\t\t\t<a href=\"#\" class=\"elementskit-btn  whitespace--normal\" id=\"\">\n\t\t\t\t\tVENHA FAZER PARTE<i class=\"icon icon-right-arrow\"><\/i>\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n        <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-44cf8ed e-con-full e-flex e-con e-child\" data-id=\"44cf8ed\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-89771bf e-con-full e-flex e-con e-child\" data-id=\"89771bf\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c25ee01 elementor-widget elementor-widget-heading\" data-id=\"c25ee01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Conecte-se conosco<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ad919a elementor-align-start elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"9ad919a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><font size=\"5\">\ud83d\udce7<\/font> &nbsp;&nbsp; blivionacademyfuneral@gmail.com<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><font size=\"5\">\ud83d\udcac<\/font> &nbsp;&nbsp;  (77) 8135-0485<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-178c949 e-con-full e-flex e-con e-child\" data-id=\"178c949\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-024d3b1 elementor-widget elementor-widget-heading\" data-id=\"024d3b1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Endere\u00e7o<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd11abd elementor-align-start elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"fd11abd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><font size=\"5\">\ud83c\udf0d<\/font> &nbsp;&nbsp; Av. Juracy Magalh\u00e3es, Bairro Fel\u00edcia, 3340, andar 08, sala 812, Ed. Centro Empresarial Multiplace. Vit\u00f3ria da Conquista - BA. 45.055-235.<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-27d3b3b e-con-full e-flex e-con e-child\" data-id=\"27d3b3b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>O Erro Hist\u00f3rico da Precifica\u00e7\u00e3o nos Planos Funer\u00e1rios e o Caminho para Corrigir Por Carlos Henrique Durante d\u00e9cadas, precificamos contratos de planos funer\u00e1rios da forma errada. Essa afirma\u00e7\u00e3opode parecer provocativa \u00e0 primeira vista, mas representa a realidade nua e crua da maioria dascarteiras ativas no setor funer\u00e1rio brasileiro. E mais: esse erro n\u00e3o foi apenas&#8230;<\/p>\n","protected":false},"author":1,"featured_media":11376,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_canvas","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=\/wp\/v2\/posts\/11369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11369"}],"version-history":[{"count":21,"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=\/wp\/v2\/posts\/11369\/revisions"}],"predecessor-version":[{"id":11395,"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=\/wp\/v2\/posts\/11369\/revisions\/11395"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=\/wp\/v2\/media\/11376"}],"wp:attachment":[{"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blivionacademyfuneral.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}