Brazil’s XP Launches XPlay to Manage Professional Athletes’ Wealth

Financial services firm XP, a Brazilian technology-driven financial services company founded in 2001, has entered the specialized athlete wealth management market with a new division called XPlay.

The company revealed this strategic move directly to financial markets after years of building relationships with athletes through sports sponsorships. XPlay debuts with an impressive R$1.5 billion (approximately US$270 million) under management from six professional football players.

The division requires clients to maintain at least R$5 million in liquid assets to qualify for services. Athletes receive comprehensive wealth management tailored to their unique financial circumstances.

“Athletes have a short window of high income generation,” explains Renato Folino, head of XP Family Office. “Our role helps ensure their money supports them long after their career peak ends.”

Professional athletes typically earn substantial incomes compressed into careers averaging just 3.5 to 6 years. This creates distinctive planning challenges unlike those faced by traditional high-net-worth clients.

Financial Services for Athletes

Many athletes receive sudden wealth between ages 18 and 22 without financial education. XPlay offers international tax advisory, financial concierge services, image consultancy, and property investment guidance.

The division also manages cash flow and develops long-term wealth preservation strategies. Many clients seek diversification through international real estate investments.

Competition for athlete clients remains fierce in Brazil. Delta Flow and Somma Investimentos already operate dedicated athlete divisions. Last year, Galapagos Capital partnered with Ronaldo Nazário’s R9 Wealth Management to form Galáticos Capital.

XP plans to expand beyond football players to serve other athletes, content creators, and musicians. These professionals face similar challenges with irregular income streams and complex financial needs.

“Financial management connects closely with personal branding for these clients,” says Folino. “Investment decisions can directly impact their business partnerships and sponsorship opportunities.”

The wealth management industry increasingly recognizes athletes’ specialized needs. Firms now provide tailored services including income protection, tax optimization, retirement planning, and investment diversification. These comprehensive approaches help athletes translate short-term success into lifelong financial security.