Panfleto do serviço Conforto Amigo de “personal friend”. — Foto: Redes sociais/Reprodução
Entrepreneur Cleise Souza Ferreira, 46, launched the personal friend service in August in the capital, offering paid companionship for outings and social events. Known as a friend-for-hire, the model serves clients aged 18 to 89 in public places like parks and restaurants. The initiative aims to provide temporary interactions, with hourly rates ranging from R$ 25 to R$ 250, depending on the package.
The service has recorded 10 appointments so far, including customized itineraries such as walks and café visits.
- Initial outings cost R$ 50 for the first hour.
- Additional hours are R$ 25 each.
- Five-hour packages total R$ 250.
Cleise, who also works as an elderly caregiver, offers 30 minutes of free online video calls before scheduling meetings.
Details of pricing and service limitations
Pricing follows an hourly model to ensure flexibility for clients in the Federal District. Packages are negotiated for longer events, such as weddings or concerts, with costs adjusted based on duration.
The service emphasizes that it does not replace professional mental health support, focusing solely on social companionship. Cleise explains that conversations occur naturally, without therapeutic guidance, prioritizing empathy and active listening.
Clients receive prior guidance on the service’s scope, avoiding expectations of deep emotional interventions.
Client experiences with personal friend
A 34-year-old public servant hired the service after seven months in Brasília, struggling to join social groups at work. He opted for a visit to Pontão do Lago Sul, a popular spot for families and tourists.
After the meeting, the client reported increased confidence in starting new relationships, describing the experience as a step toward overcoming shyness in new environments.
Thaynara Ferreira da Costa, 29, repeated the service at a restaurant in the same tourist spot on Friday, September 26. She highlighted the service’s affordability and the comfort provided by the companionship during the meal.
The professional and the client shared photos of the meeting on social media, showcasing the casual format of the outings.
Origin of the service in Brazil and expansion
The personal friend concept originated in Japan and arrived in Brazil around 2018, initially in São Paulo and Rio de Janeiro. Professionals like Renata Cruz, trained in law and coaching, popularized the model with in-person and online services.
In the Federal District, the expansion reflects urban growth and the influx of professionals to the capital, increasing demand for quick social interactions. Cleise integrated the service into her caregiving company, Conforto Amigo, expanding its portfolio to diverse audiences.
Other cities report professionals charging R$ 50 to R$ 300 per hour, focusing on empathy and confidentiality.
Common activities in the meetings
Outings include light itineraries tailored to the client’s profile, such as park visits or karaoke sessions in public spaces.
The selection of locations prioritizes accessibility and safety, with durations set in advance to avoid unforeseen issues.
- Walks in green areas like Parque da Cidade.
- Meals at restaurants in Pontão.
- Participation in open cultural events.
These options promote interactions without long-term commitments, catering to the busy routines of capital residents.
Growth prospects in the Federal District
Demand for paid companionship services is rising with the aging population and urban mobility in the Federal District. IBGE data indicates that 15% of Brasília’s residents live alone, boosting options like this.
Cleise plans to train more colleagues to expand services, maintaining a focus on quality and compliance with local regulations.
The model attracts both young professionals and seniors, with reports of repeated contracts for recurring activities.
