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Urbana","movilidad-urbana",{"code":23},{"id":1447,"status":1448,"segmentId":25,"slug":1449,"title":1450,"editorsPick":1451,"topImage":1452,"coverImage":1453,"slideImage":8,"publishDate":1454,"readTime":49,"maxRelatedEvents":5,"image":8,"imageCredit":1455,"imageCreditColor":978,"breakNewsUntil":8,"seoTagConversionId":8,"seoTag":8,"seoTitle":8,"seoKeywords":8,"seoDescription":8,"seoAbstract":8,"seoImage":8,"visitCounter":395,"createdAt":1456,"updatedAt":1457,"translations":1458,"segment":1471,"categories":1479,"countries":1488,"authors":1491,"urls":1496},4509,"TRUE","ainda-fora-do-radar-senior-living-tem-grande-potencial-no-brasil","Ainda fora do radar, senior living tem grande potencial no Brasil",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002FSlider_Senior_Living_2026_8_06_15_52_32_1786042352.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002FCover_Senior_Living_2026_8_06_15_52_32_1786042352.webp","2026-08-06T00:00:00.000Z","GRI Institute","2026-08-06T15:52:32.000Z","2026-08-06T16:04:15.000Z",[1459],{"id":1460,"newsId":1447,"languageId":25,"title":1450,"subtitle":1461,"content":1462,"summary":978,"takeaways":1463,"seoTagConversionId":8,"seoTag":8,"seoTitle":1464,"seoKeywords":1465,"seoDescription":1466,"seoAbstract":8,"seoImage":1467,"createdAt":1468,"updatedAt":1469,"language":1470},5156,"Em 2060, 32% da população terá 60 anos ou mais; perfil independente e ativo lidera intenções de investimento","Um pequeno grupo - que representou 7% dos votos em um \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fpt\u002Fmercado-imobiliario\u002Fgri-barometer-fiis-serao-vitais-para-a-liquidez-do-setor-residencial-para-renda\" target=\"_blank\">\u003Cstrong>levantamento realizado pelo \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fa> no \u003Ca href=\"https:\u002F\u002Fnews.griinstitute.org\u002Fpt\u002Fmercado-imobiliario\u002Fspotlight-residencial-para-renda-muda-de-patamar-rumo-a-consolidacao-no-brasil\" target=\"_blank\">\u003Cstrong>GRI Residencial para Renda 2026\u003C\u002Fstrong>\u003C\u002Fa> - escolheu senior living como o subsegmento com a melhor relação risco-retorno atualmente, bem distante da atenção dada a outras teses, como a locação tradicional (multifamily) e o modelo short stay. Mas o mercado começa a despontar no país, amparado em tendências demográficas. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FGra_fico_3_2026_8_06_18_51_31_1786042291.jpg\" style=\"width:100%\" \u002F>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO envelhecimento populacional brasileiro é uma das curvas demográficas mais previsíveis e aceleradas do mundo. Segundo o IBGE, até 2060 os idosos (60+) devem representar 32% da população total do Brasil, mais do que o dobro registrado no censo de 2022, quando alcançaram 15,6% - superando a faixa etária entre 15 e 24 anos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nHoje, a população 50+ (também chamada de "economia prateada") já movimenta cerca de R$ 1,8 trilhão por ano, o equivalente a 24% de todo o consumo privado dos domicílios nacionais, segundo estudo desenvolvido pela data8. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNo lado da oferta, o capital institucional reconhece a oportunidade, mas ainda hesita em alocar. O resultado é um mercado com assimetria estrutural no qual a demanda é gigantesca e solvente, mas a oferta profissional permanece incipiente. \r\n\u003Ch2>O paradoxo risco-retorno\u003C\u002Fh2>\r\nA distância entre a tese de senior living e os segmentos que lideram a pesquisa não reflete descrença na tese demográfica, mas sim a percepção de risco operacional elevado. No multifamily, o investidor lida essencialmente com a locação das unidades e gestão condominial. No senior living, a operação é mais intensiva em serviços, como alimentação, lazer e, em alguns casos, cuidados médicos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAssim, o risco de execução da operadora pode contaminar a rentabilidade do ativo imobiliário, criando uma interdependência que não existe nos modelos mais simples de renda residencial. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nDois fatores adicionais também ajudam a entender o sentimento dos executivos. Primeiro, o Brasil ainda carece de operadoras profissionais de grande porte, com governança institucional e capacidade de gerir milhares de unidades simultaneamente. Segundo, em um ambiente de taxa Selic elevada, o custo de capital para projetos de alta complexidade e com investimento inicial significativo em infraestrutura de saúde comprime os retornos exigidos e dificulta a estruturação de instrumentos do mercado de capitais, como os Certificados de Recebíveis Imobiliários. \r\n\u003Ch3>Perfil ativo e independente lidera  \u003C\u002Fh3>\r\nEm outra enquete realizada pelo \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"20971\">GRI Institute\u003C\u002Fspan>\u003C\u002Fspan>, que questionou qual perfil tende a atrair mais capital e ganhar escala mais rapidamente no Brasil, o modelo de senior living independente - voltado ao idoso ativo que busca bem-estar - liderou isoladamente com 50% dos votos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FGra_fico_5_2026_8_06_18_51_31_1786042291.jpg\" style=\"width:100%\" \u002F>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nHá três razões possíveis para essa preferência. Primeiramente, cultural: o idoso brasileiro de classe média-alta rejeita o rótulo e o ambiente associados a asilos ou casas de repouso hospitalares. O modelo focado em estilo de vida vende autonomia, convivência e conveniência, eliminando barreiras de comercialização que podem travar o setor. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA segunda razão é regulatória. Empreendimentos para idosos independentes operam sob a lógica do imóvel com serviços embutidos no condomínio, como gastronomia, lazer e portaria. Essa configuração evita a complexidade associada a equipes médicas permanentes e enfermagem ininterrupta, exigidas nos modelos de alta dependência.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA terceira razão - e talvez a que tenha maior peso -  é econômica. Projetos de alto padrão focados no perfil ativo conseguem cobrar taxas de locação e pacotes de serviços integrados que geram valores por metro quadrado superiores aos de prédios residenciais convencionais nas mesmas regiões. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAlém disso, o ticket do idoso independente - entre R$ 8 mil e R$ 13,5 mil por mês, segundo projetos consultados (veja a seguir) - oferece margens mais saudáveis do que o modelo assistido, cujo custo pode ultrapassar R$ 20 mil mensais para o cliente, mas com a margem comprimida pela folha de pagamento de profissionais de saúde. \r\n\u003Ch3>Modelos integrados e assistidos\u003C\u002Fh3>\r\nOs modelos integrados - que misturam diferentes perfis em um mesmo empreendimento - e assistidos aparecem com 24% dos votos, refletindo a busca por maturidade da indústria brasileira. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO modelo integrado, consagrado nos Estados Unidos e na Europa sob o conceito de continuidade de cuidado, permite que o morador ingresse como independente e faça a transição para o assistido no mesmo empreendimento. Essa estrutura reduz a rotatividade e prolonga o valor gerado por cada cliente ao longo do tempo. Para o investidor, representa previsibilidade de receita e ocupação. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nJá os projetos de alta complexidade focados em cuidados médicos permanentes, como em casos de demência, foram escolhidos por apenas 2% dos votantes. O setor enxerga esse subsegmento não como atividade imobiliária, mas como operação estritamente hospitalar e médica, onde o imóvel é secundário e o risco operacional é máximo. \r\n\u003Ch2>Escassez de dados (e oferta)\u003C\u002Fh2>\r\nEm 2025, o Brasil tinha cerca de 7 mil Instituições de Longa Permanência para Idosos - asilos ou casas de repouso -, segundo a Frente Nacional de Fortalecimento à ILPI. Não há dados estruturados e um histórico verificável do estoque atual e da oferta de unidades em projetos de senior living, o que evidencia a incipiência do segmento no país. Apesar disso, alguns projetos se destacam e revelam diferentes modelos de negócio.  \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA Vitacon Senior by Housi, em Higienópolis (SP), aposta em escala com 350 a 400 unidades à venda com valores que variam de R$ 600 mil a R$ 1,2 milhão; a taxa de condomínio é estimada em cerca R$ 2,5 mil por mês, com pacotes opcionais de assistência em saúde. O projeto tem valor geral de vendas de R$ 400 milhões e recebeu consultoria do Hospital Israelita Albert Einstein. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO \u003Cspan class=\"company-profile-link\" data-id=\"23046\">Naara Longevity Residences\u003C\u002Fspan>, também em Higienópolis, é desenvolvido em parceria com a THINK e a Tecnisa, e posiciona-se no altíssimo padrão paulistano com 106 unidades no condomínio, das quais 46 à venda e o restante para locação, com VGV de R$ 160 milhões. O projeto promete entregar "infraestrutura completa de serviços, lazer, saúde e gastronomia a poucos passos de casa". \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO LOMA Pedra Branca, da DOM Senior Living, na Grande Florianópolis, é o primeiro projeto de moradia sênior em regime de locação pura fora de São Paulo, oferecendo serviços de hotelaria, lazer estilo clube e assistência de saúde sob medida com mensalidade a partir de R$ 11,9 mil. O projeto tem 110 apartamentos e R$ 70 milhões investidos. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA estrutura de preços do setor ajuda a explicar por que o mercado converge para o idoso ativo. No modelo de venda de unidades, os tickets podem alcançar R$ 4 milhões no altíssimo padrão paulistano. As taxas condominiais com serviços básicos situam-se entre R$ 2,5 mil a R$ 4,5 mil por mês, subindo para mais de R$ 10 mil mensais no modelo de locação completa (sem a aquisição do imóvel). \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNo eixo de luxo de São Paulo (Jardins, Higienópolis, Itaim), os valores saltam para R$ 18 mil a R$ 35 mil mensais, podendo ultrapassar R$ 45 mil quando há necessidade de pacotes intensivos de saúde. ","\u003Cul>\r\n\t\u003Cli>O senior living captura apenas 7% das preferências de risco-retorno entre investidores imobiliários, contra 50% do multifamily e 36% do short stay, refletindo cautela diante da complexidade operacional e falta de escala do setor.\u003C\u002Fli>\r\n\t\u003Cli>No universo de projetos senior living, 50% dos executivos apontam o modelo independente e ativo como o mais viável para atrair capital e ganhar escala, por combinar menor risco regulatório com maior prêmio de valor por metro quadrado.\u003C\u002Fli>\r\n\t\u003Cli>O Brasil carece de dados estruturados sobre o segmento, o que evidencia a falta de escala e maturidade do setor. \u003C\u002Fli>\r\n\t\u003Cli>A população 50+ movimenta cerca de R$ 1,8 trilhão por ano e os idosos (60+) devem representar 32% da população total até 2060.\u003C\u002Fli>\r\n\u003C\u002Ful>\r\n","Fora do radar, senior living tem grande potencial no Brasil","mercado imobiliário, senior living, brasil","Em 2060, 32% da população terá 60 anos ou mais; projetos visando o perfil independente e ativo lideram nas intenções de investimento","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002FHub_Social_Senior_Living_2026_8_06_16_00_48_1786042848.jpg","2026-08-06T15:53:37.000Z","2026-08-06T16:03:55.000Z",{"code":18},{"id":25,"color":27,"translations":1472},[1473,1475,1477],{"title":26,"slug":30,"language":1474},{"code":13},{"title":37,"slug":38,"language":1476},{"code":18},{"title":33,"slug":34,"language":1478},{"code":23},[1480],{"id":47,"label":1297,"translations":1481},[1482,1484,1486],{"label":1297,"slug":1308,"language":1483},{"code":13},{"label":1311,"slug":1312,"language":1485},{"code":18},{"label":1315,"slug":1316,"language":1487},{"code":23},[1489],{"name":171,"enName":171,"ptName":171,"iso2":1490},"BR",[1492],{"name":1493,"slug":1494,"image":1495,"order":115},"Henrique Cisman","henrique-cisman","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002FHenrique_Marcal_Cisman_GRI_Institute_Profile_PIC_2025_11_04_11_31_12_1762266672.jpg",{"pt-BR":1497},"\u002Fmercado-imobiliario\u002Fainda-fora-do-radar-senior-living-tem-grande-potencial-no-brasil",[1499,1500,1501,1502,1503,1504],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]