20 years in the past, she wager on the ability of consortia; Immediately, she instructions a R$ 10 billion empire
Tatiana Reichmann is the current CEO of Ademicon, the country’s main private consortium administrator; In 2022, the company will earn BRL 180 million
From the capital Curitiba, in Paraná, the tap dancer Tatiana Schuchovsky Reichmann observed the corporate life of his father, Raul Schuchovsky, from a distance, who owned a minority stake in a real estate consortium business, the Admiral — commanded by at least 36 partners.
Without any ambition to follow the same path as her father, Tatiana and Ademilar walked in parallel for a few years, until her father acquired the majority shareholding in the company and the young woman started to play a discreet role in the company, in 1996.
The day to day in the family business began with actions common to the administrative routine, since at the time, Tatiana was studying administration. The chance came to test her skills, whether in the day-to-day management of small tasks – such as the company’s warehouse with less than ten employees – or creating the company’s first marketing campaigns.
Step by step, it grew in participation and relevance within Ademilar. In 2006, ten years after her first days as a marketing advisor, Tatiana joined the company’s board of directors.
All the changes came in the wake of the executive’s efforts to expand the use of the consortium in the most diverse areas, including the use of traditional letters of credit for the acquisition of services and small family acquisitions. “Today the consortium is a means of having the money to have something, and this easy access and rapid democratization is what broadens the reach and shows the potential of this product, as much as the loan, which is so ingrained today”, she says.
In this scenario, marketing served to help the company rethink the consortium, now as a popular product. The challenge was to remove the stigma hitherto associated with the sale of a financial product that was little known and also inflexible beyond credit operations for the acquisition of real estate and vehicles.
From this effort came the first incorporations of other types of consortiums into Ademilar. “She attended congresses and was one of the only women in the sector. It was not simple to be heard, it seemed crazy when I spoke about trends of a product that was still discredited, ”she recalls.
In 2018, she takes over as CEO, while her father becomes chairman of the company’s Board.
What does Ademicon do?
In July 2020, Ademilar, until then focused only on real estate consortia, merged with Conseg, operator of consortiums of heavy vehicles for agribusiness, such as trucks and tractors, from brands such as New Holland and Iveco. With the move, the private equity fund Treecorp, which was a Conseg partner, entered Ademilar’s cap table as a minority shareholder.
So, the company became a holding company in the sector and was renamed ademicon, offering consortiums to finance agricultural equipment, vehicles and even services such as plastic surgery, courses and artificial insemination. “The proposal is to deliver everything that is related to the consortium and lead the market with ease”, he says.
THE Ademicon is today the largest independent consortium administrator in Brazil with almost BRL 50 billion in active credit🇧🇷 There are, in all, 153 business units in 20 states and the Federal District.
One of the business differentials is the “consortium as a service” model, which basically consists of offering consortiums of partner companies. Another highlight is the licensing model, a way found to franchise the business – a strategy also created under Tatiana’s baton.
IPO of consortiums
In an accelerated growth pace (the company grows around 45% a year), Ademicon faces a strategic dilemma about the next steps. The last few years have been guided by the ambition to acquire robust portfolios from other companies in the segment, in an attempt to increase its portfolio of customers and services, now incorporated into a holding company with three different companies.
The first target, even before the merger with Conseg, was the consortium comparison startup Conguru.
The most recent movement, the first since the merger with Conseg, was the acquisition of the portfolio of Vemar, a São Paulo company that belongs to the Marte Veículos Volkswagen Group, dedicated to the sale of vehicle consortiums. With that, Ademicon gained at least 2,500 new customers — and it shouldn’t stop there. “Acquisitions are a great path for us. We have at least three more purchases well advanced on the radar”, says the CEO.
The strategy is already showing its first results in the company’s balance sheet. In 2022, Ademicon should grow 53% in credit operations, surpassing the average growth seen in recent years. Now, Tatiana is studying the possibility of going public on the stock exchange.
According to the executive, there is no rush, since TreeCorp still has a good contractual gap until it officially has to leave. Therefore, the process is still in its initial phase, from conversations with the banks to the structuring of an internal investor relations area. “If it makes sense for us, for the customers – the corporate ones and the licensees – we will do it”, he says.
In 2022, Ademicon should trade BRL 12 billion in credits, BRL 2 billion more than the target set for the year. The profit, on the other hand, should be around sR$ 180 million. For 2023, the goal is to reach BRL 15 billion🇧🇷
Partnerships with startups
In Ademicon’s plans is also the approximation with startups. Recently, the company announced a partnership with kavaka Mexican unicorn for the purchase and sale of used vehicles, in a model that will allow discounts of up to R$ 3,000 for the acquisition of vehicles for those contemplated by the administrator.
Another example happens with fintech Credits for commercialization of the loan with vehicle guarantee by Ademicon, called Car Equity.
The marketing of consortia
In reference to the first contacts with marketing, Ademicon continues to invest in large advertising campaigns to expand access to its main product. In this year, the company’s investments in marketing reached R$ 41 million, and the trend is to maintain the pace in the coming years.
In addition to campaigns, Ademicon seeks to approach the broad masses by investing in appearances on free-to-air TV programs. In 2022, it sponsored a test by the leader of the reality show Big Brother Brasil, and also sponsored transmissions of the world tennis championships on the ESPN sports channel.
Next year, the intention is to increase the quotas, and become an official sponsor of BBB23🇧🇷 “We spoke there with the young people, the parents of these young people who are quota holders, people from the agro and even small entrepreneurs who could become future graduates of the company”, he says.
In Tatiana’s view, proximity to younger people will also bring benefits to the business. “We have to approach the public, explain what consortia are and what they are for. It is an educational work that needs to be taken to the general public. This will undoubtedly help us grow another 50% in the future,” she says.