Modern Pharisees: what would Jesus say about the faith industry

Many modern religious leaders are not accused of blood crimes—but they are harshly criticized for turning the pulpit into a business counter, preaching self-help instead of the gospel. Fees of tens of thousands of reais, "activation of prophetic codes" sold as a course, and worship services produced like shows: the resemblance to the Pharisees Jesus denounced in Matthew 23 is not rhetorical. It is structural.

Who were the Pharisees—and what did Jesus actually criticize?

Before making comparisons, one clarification changes everything: in Matthew 23, Jesus does not criticize Pharisaic theology. He even says, "do and observe whatever they tell you" (Matthew 23:3). The target of the speech is the dissociation between speech and practice and the use of religion as an instrument of social status: "they say, and do not do," "they love the place of honor," and "they devour widows' houses." Scholar Jacob Neusner demonstrated that the controversy between Jesus and the Pharisees was not essentially doctrinal but sociopolitical: the dispute was over who controls symbolic access to God. That is exactly the dispute repeated today—and you can follow the story of the biblical characters involved in these confrontations to see the pattern in the text.

The elite of "golden fees"

The first symptom of the faith industry is the booking of preachers like entertainers. Cases documented by the Brazilian press illustrate the phenomenon: preacher Camila Barros, one of the country's most sought-after speakers, was accused of charging fees between R$40,000 and R$60,000—and a city government in the Northeast reportedly paid R$90,000 for an hour and a half of preaching, including R$2,200 for food alone, according to Portal de Prefeitura. Pastor Leonardo Sale became famous for detailed "revelations" involving CPF numbers and names; critics point to the use of cold-reading techniques. And Cláudio Duarte, loved for his humor, is criticized for charging expensive tickets to stand-up-style events, treating the gospel as a mass-consumption product.

The contrast with Jesus' words is direct: "Freely you have received; freely give" (Matthew 10:8). When he sent the disciples, Jesus prohibited charging for the announcement of the Kingdom. Whoever turns preaching into a fee turns grace into merchandise.

The "coaches" of faith

The second symptom is replacing the Bible with neuro-linguistic programming and promises of wealth—the so-called coaching theology. Tiago Brunet is criticized for selling "divine wisdom" as a luxury product, using biblical texts out of context to justify ambition. Deive Leonardo, the preacher with the largest reach on Brazilian Instagram, is criticized for preaching an anthropocentric gospel—centered on the audience's emotions—in services with a show aesthetic.

Again, Matthew 23 sounds contemporary: "everything they do is to be seen by others... they love the place of honor and to be greeted in the marketplaces" (Matthew 23:5–7). The pursuit of fame, followers, and "success codes" is the exact opposite of "deny yourself."

The business counter

The third symptom is institutional. Large evangelical conferences, such as the Gideões Missionários (GMUH), are cited as commercial showcases for the movement: in 2019, Pastor Abílio Santana publicly denounced a "mafia" selling the pulpit—payment to preach—as reported by the newspaper O Dia. When the place of proclamation becomes a commodity auctioned off, the scene echoes the one that provoked Jesus' most physically dramatic reaction: "My house shall be called a house of prayer, but you make it a den of robbers" (Matthew 21:13).

When scandal becomes crime

There is a scale beyond commodification, also documented by the press: pastor and former congresswoman Flordelis was sentenced to 50 years for her husband's murder (G1); the Hernandes couple, founders of Renascer, were arrested in the United States with undeclared dollars (BBC); Valdemiro Santiago was investigated by the MPF for offering "beans" supposedly capable of curing COVID (G1); Edir Macedo, convicted with Record for homophobia in 2024 (Folha), had previously been arrested in 1992 on accusations of charlatanism and fraud (O Globo). And André Valadão was investigated by the MPF over hate speech against LGBTQIA+ people (MPF).

For each category, Jesus' words already existed: regarding violence, "all who take the sword will perish by the sword" (Matthew 26:52); regarding exploiters, "woe to you... who devour widows' houses!" (Matthew 23:14); regarding those who make deceit a way of life, the harshest accusation in the entire New Testament, directed at religious leaders: "you are of your father the devil... he was a murderer from the beginning" (John 8:44).

What sociology says: the pattern of the exploiting leader

Social-science scholars identify recurring patterns of abuse in closed religious communities: exclusive mysticism (the leader has private access to God), economic fraud disguised as theology (fees, coercive tithes), silencing dissenters, and the deification of narcissistic leaders. The exploiting leader's profile is recognizable:

• •Charisma used as an instrument of psychological dependence.
• •Gradual isolation of the believer from family and critical friends.
• •Guilt and fear instrumentalized to secure financial loyalty.
• •The leader is immune to the rules imposed on everyone else.

And there is a summary of the business model's "tricks": booking and management (faith negotiated with a show's technical rider), prosperity theology 2.0 (selling courses and "code activations"), and emotional hypnosis (background music and techniques that induce donations).

The biblical criterion: by their fruits

"You will recognize them by their fruits" (Matthew 7:16). The New Testament model evaluates leaders by the afterward—is there distributive justice, service to the poor, financial transparency?—not by the during: ecstasy, oratory, or a prestigious fee. It is the same criterion as Jesus' parables: the tree is known by its fruit, the servant by how he uses his talents, and the Samaritan by what he did on the road—not by the position he held.

The final warning: "flee from the serpents"

Jesus never asked people to "tolerate" corrupt leaders. He told them to move away. "You brood of vipers! How can you speak good, when you are evil?" (Matthew 12:34). "Beware of false prophets, who come to you in sheep's clothing but inwardly are ravenous wolves" (Matthew 7:15).

The biblical response to corrupt leadership is not "pray for it and continue"—it is to denounce it and leave: "Come out of her, my people, lest you take part in her sins" (Revelation 18:4). The best vaccine against the modern Pharisee remains the same as in the first century: know the text for yourself, at the source, without intermediaries charging a toll to reach God. Begin with reading the Scriptures—for free, as it should be.