Grupo We has launched U-Trax, a new company built to align professional training with the practical needs of Brazilian entrepreneurs. The venture combines mentoring, content, performance tools and growth strategy into a single education ecosystem.
Speaking to CNN Money, U-Trax chief executive Marcio Bortolli said the goal was to build a bridge between learning something and actually being able to do it.
Bortolli said the platform was launched at Grupo We's headquarters in the Vila Olimpia district of Sao Paulo. It offers digital courses, immersion courses, mentoring and consulting, all designed around putting knowledge into practice rather than teaching theory alone.
A practical methodology
Bortolli said U-Trax sets itself apart from conventional teaching by pairing practical tools with theoretical content. As an example, he pointed to a module on pricing: students who complete it do not just watch the lesson, he said, but also receive a pricing calculator they can use to apply the process in their own business.
The company also has what it calls an assisted-education unit, a team of consultants specializing in administration, marketing, customer acquisition, sales and management, who work alongside students as they apply what they have learned.
Bortolli argued that Brazilian entrepreneurs are not short on drive. He said Brazil has a very large number of people running businesses, but what the company has observed is a lack of methodology, a lack of method. To address that gap, U-Trax developed what it calls the 3x3 method, built around three areas: customer acquisition, sales and management.
Starting with dentistry, then expanding
U-Trax chose to begin operating in the dental sector, an area where Bortolli and his business partner, Renan Teiga, have the most accumulated experience.
Bortolli said the project's first module speaks directly to dentists across Brazil. The approach, he said, follows the idea of being made by those who do the work themselves, meaning professionals from a given field teaching others in that same field.
According to Bortolli, expansion into other sectors is already planned. A legal-sector vertical is due to launch from October, while a healthcare-focused offering is planned for January 2027. The company said it is studying other areas as well.
What comes next
Asked about the challenges facing the business, Bortolli was direct, saying the project will only endure if it actually delivers results. He said the model depends both on the transfer of knowledge and on students' own commitment to their development.
