1. BRAZIL
HOUSING FOR ALL
BACKGROUND & OBJECTIVES
Housing Model: The annual low-income housing market in Brazil is an estimated US$ 10 billion, with
Home Improvement a quantitative deficit of 7 million houses and a qualitative deficit of over 10 million
houses. As 75% of families in Brazil construct their home through an incremental
Director: Jacques Rajotte process, home improvement is at the very heart of Brazil’s housing market. Yet the
reality is that only about a third of low-income families who need to improve or expand
Program Launch: their home are able to do so. Housing for All (HFA) Brazil harnesses the strengths of
September 2007 the private sector and the citizen sector in order to provide access to credit, technical
assistance and other related services to enable low-income families to build their home
Number of Partners: and reach a better standard of living. Starting 2014, HFA Brazil will impact more than
- Citizen Sector: 16 half a million people per year.
- Business Sector: 16
CORE ACTIVITIES
HFA Brazil has partnered with Banco do Nordeste—CrediAmigo, the largest
microfinance program in Brazil with over 600,000 clients, CEARAH Periferia, a leading
housing organization working at the community level, and ABCP, the association of
major cement manufacturers in Brazil, to create Reforma Mais. Launched in early 2010,
Reforma Mais is providing low-income families with integrated home improvement
solutions that include access to housing micro credit and technical assistance. Reforma
Mais is currently in operation in the city of Fortaleza and plans to expand nationally and
engage new partners.
HFA Brazil and ABCP also have enabled the development of a national platform, named
Clube da Reforma. The group convenes the leading actors from the business and citizen
sectors to collectively identify and eliminate key barriers in the low-income home
improvement market with innovative solutions. Over 30 major players have joined
Ashoka and ABCP for the official launch of Clube da Reforma in June 2010.

2. BRAZIL
MARLENE LIVES IN A SLUM IN ONE OF THE POOREST REGIONS OF BRAZIL.
She is an entrepreneur, and her dream is to build a better life for her family.
She started small, selling shoes door-to-door. With the little she earned, she
opened a small shop in her living room. Soon however, the space was no longer
sufficient enough to cater to her growing clientele. She wanted to expand, but
she did not have the money or the know-how, until the day she learned about
Reforma Mais. With a $2,000 loan and technical assistance, she has been able to
scale her small business as well as build the kitchen of her dreams.
“It is exactly how I dreamed it.” – Marlene Saraiva, client of Reforma Mais
IMPACT OUR MAIN PARTNERS IN THE
16 citizen sector
HOUSING FOR ALL HYBRId VALUE CHAIN
organizations and 16
Hybrid Value Chain (HVC) is a new operating framework for transforming
businesses have joined as
markets by leveraging the strengths of business and social actors. HVC spread
partners
across the economic spectrum and represent a systemic change in the way
500 families impacted business and citizen sector interact.
in 2010, during Phase I of
Reforma Mais demonstration
phase
100,000 families will
(have)be impacted per year
starting in 2014
USD$200 millions in
housing loans for home
improvement
BUSINESS SECTOR CITIZEN SECTOR
will be generated per year
starting in 2014 Builders & Technical Aggregators &
Assistance Complementary
• Associacao Brasileira STATE OWNED Services
de Cimento Portland • Banco do Nordeste • Cearah Periferia
Finance Providers
• Instituto Federal de • Reforma Mais
Educacao, Ciencia e
• Ministerio das Cidades Tecnologia do Ceara
The expertise of the Bank and of CrediAmigo is credit and business orientation.
We are not experts in housing. CEARAH Periferia, an organization that is in the
community, knows how to mobilize people, often better than a financial institution,
and it supports us in this process”.
Marcelo Teixeira, Banco do Nordeste - CrediAmigo
fec.ashoka.org