Service to Accompany Elderly People Gains Ground in Brazil as Population Ages – 14/09/2026 – Business

The service known as a “rented daughter,” which involves accompanying elderly people in everyday activities such as medical appointments, outings and shopping, is gaining ground in Brazil as the population ages.

Businesswoman Graziela Benossi started the business in 2023 after noticing, at the pharmacy she ran, that elderly people “wanted company, someone who would stop to listen.” According to her, the difference in the service “is the companionship”: “I play the right music, I listen to their stories.”

Experts attribute the growing demand to the country’s new family structure.

“Families are getting smaller and smaller. With rising life expectancy, many of these people may be alone, without support,” says geriatrician Maysa Seabra.

For psychologist Valmari Aranha, the service does not represent abandonment, but rather a complement to family care, especially in large cities where relatives live far away.

The service is aimed at elderly people who are independent and do not have serious illnesses, which is different from the role of a caregiver, intended for people with physical or cognitive limitations. Daily rates generally start at R$80.