Between cycles, choices and new beginnings, every person goes through phases where they need to reorganize their own story. It is at this point — where emotion meets clarity and where purpose joins action — that the journey of Marli Arruda stands out: entrepreneur, mentor and founder of IMA – Instituto Marli Arruda. For more than two decades, she has worked in human development, combining technique, sensitivity and a systemic vision to strengthen people and businesses.
With more than 20,000 entrepreneurs served and a community of over 50,000 followers, Marli has established herself as a reference in emotional intelligence, leadership, behavior and identity expansion. Her training includes neuroscience, positive psychology, NLP, psychoanalysis, systemic constellations, hypnotherapy, pedagogy and human behavior, along with accounting and controllership, composing a multidisciplinary foundation that guides her work with depth and methodology.
Her work in the business ecosystem includes more than eight years at BNI, serving as Consulting Director, Training and Relationships Director and member of BNI Prósperus. She also sits on the board of ACISESP, contributing to the strengthening of leaders and entrepreneurs in the region of Santana de Parnaíba. Throughout her trajectory, she maintains the purpose of transforming people so they can transform their results.
Among her main methodologies is the DECOLE Mentoring program, created for entrepreneurs and professionals who want to increase revenue, expand clarity and make more consistent decisions. Based on the pillars Decision, Energy, Courage, Optimization, Leadership and Expansion, DECOLE has become a strategic program for those seeking growth with awareness and balance, uniting emotional management and executive direction in a practical and structured way — helping entrepreneurs to move forward without losing their mental sanity.
IMA – Instituto Marli Arruda: a space to grow and move through cycles
IMA was born from the perception that people and organizations need qualified support when going through changes. The Institute offers mentoring, coaching, corporate training and integrative therapeutic support, working with entrepreneurs, leaders, freelance professionals, teams and public servants.
Its main fronts include:
- Mentoring and Coaching — To expand identity, strengthen decisions, develop emotional intelligence and unlock results.
- Business Training — In leadership, communication, productivity, decision-making and customer service.
- Programs for Public Management — In tenders, contracts, budget, official writing, institutional communication and citizen service.
- Integrative Therapies — With NLP, hypnosis, constellations, EFT/TFT, auriculotherapy, floral essences and approaches that promote emotional balance.
The Institute's differential lies in the convergence between science, method and humanity, delivering deep, accessible and personalized processes.
RARA Idade – the rarity of the contemporary woman
Over the years, Marli noticed something that kept repeating among women who sought new beginnings, emotional reorganization or new meanings in life: many arrived with the feeling that "the cycle has changed", even without knowing how to name that movement. Some reported exhaustion, others disconnection, and many stated that, even though everything was "fine", there was something inside them asking for passage.
It was from this sensitive listening that the RARA Idade Mentoring was born, a journey created for women living the interval between the end and the new beginning — the point where old versions come to a close and new identities begin to emerge.
RARA Idade integrates knowledge about life cycles, emotional maturity, feminine identity, practical spirituality, self-knowledge and relational intelligence. The mentoring leads women to recognize their phases, honor their history, reorganize their present and open space for a new self-awareness — with lightness, beauty and lucidity.
RARA Idade is not about starting from zero, but about continuing from oneself, with the courage to look inward, and the strength to walk outward.
A curiosity that sparks the journey
There is a silent and fascinating phenomenon that inspired the creation of RARA Idade. Many women, even before verbalizing a desire for change, begin to feel an internal alignment that is hard to explain: thoughts that reorganize themselves, emotions that ask for space and an intuition that insists on being heard. It is as if body, mind and soul started to communicate the same thing.
This point — subtle, almost imperceptible, but absolutely powerful — is where RARA Idade begins.
More than a method or a theory, it is a key that opens an inner door which, until then, remained invisible.
Some women describe this experience as a reunion with their essence and an awakening to their rarity. Others, as an ancient memory that can finally be understood. Some perceive only a new calm, or a new glow they could not explain. Yet all agree on one thing: no one crosses this journey and remains the same.
Between an ending and a new beginning, maybe the body has noticed something the mind has not yet named. Maybe the next cycle is already knocking at the door.
RARA Idade is for women who sense that something greater is waiting — and are ready to cross that door with awareness, strength and truth.
Because some awakenings cannot be rushed nor ignored.
RARA Idade is an invitation to a vivid life, one that allows revisiting your own story: from roots to wings, from re-signified meanings to the dawn and the building of a legacy with love and purpose.