Delivering the “Ultimate Insurance Experience” to More Customers
Junpei Yokozawa, Presindent and Representative Director
I am Junpei Yokozawa, Presindent and Representative Director of Lifenet Insurance Company, assumed in June 2025.
Since our business commencement in 2008 we have been based on LIFENET Manifesto: " Sincere, easy-to-understand, affordable, and convenient." We have been supported by young customers, primarily those raising families, and have grown as the leading online life insurance company.
I joined the company as a systems engineer at its business commencement. Through extensive experience—including the complete overhaul of core systems, promoting partnerships, and developing customer services—I have long pursued the potential of online life insurance.
Currently, the online life insurance market faces intense competition due to its high growth potential. Now that purchasing life insurance online is widely accepted, I believe it is essential for us to return to LIFENET Manifesto and create an insurance experience that only we can provide to maintain our overwhelming advantage as the leading company.
The life insurance industry is now facing a big wave of technological innovation, including advances in AI and the Individual Number System* in Japan. I view this wave as a prime opportunity to fundamentally transform the very nature of life insurance itself. We will maximize this opportunity to deliver the "ultimate insurance experience" to our customers, unlocking further potential for online life insurance and driving significant growth for our business.
Against this business backdrop, our mid-term business plan sets out three priority areas—"Tech & Services," "Rebranding," and "Embedded"—to drive growth in our individual insurance business and group credit life insurance business (hereinafter: GCL business).
Among these, "Tech & Services" forms the foundation, directly realizing LIFENET Manifesto's commitment to "Delivering the caliber of products and services that we would feel confident recommending." We expect strengthening this area will be Lifenet's competitive advantage. Our "Tech & Services" initiatives will leverage technologies such as AI and the Individual Number System to make the entire life insurance process—from application to receiving claims and benefits—more convenient and seamless, significantly enhancing the online experience.
Next, in the area "Rebranding," we are working to deliver the new experiential value created by "Tech & Services" to our customers. This includes strengthening customer communication through technology and refreshing our company image based on LIFENET Manifesto, all while adapting our brand to the customer trends in this era.
While our manifesto has primarily delivered the message of "Affordable" and "Easy-to-understand”, we will also emphasize four values - " Sincere, easy-to-understand, affordable, and convenient." - we will enhance our brand and drive growth in our direct individual insurance business.
Furthermore, in the area "Embedded," we will strengthen collaborations with partner companies, expanding situation where life insurance is naturally embedded into the diverse services offered by these partners. For example, by seamlessly providing our products and services within daily life scenarios like using mortgages loans or loyalty program with credit card payment, the growth of our partners' core businesses will drive the growth of our individual life and GCL businesses. This will also enable us to provide customers with insurance experience offering high convenience and peace of mind.
This strategy creates a virtuous cycle: "Tech & Services" generates new experiential value. "Rebranding" leverages this value to solidify our No.1 position in the online life insurance market. This, in turn, makes us the partner of choice for companies in other industries who are attracted to our market position, leading to the "Embedded" model that further expands the online life insurance market. By continuing to focus on these three priority areas, we aim to expand our business.
We will advance this growth strategy to achieve our mid-term business plan’s goal of reaching ¥200-240 billion in Comprehensive Equity by fiscal year 2028.
In fiscal year 2025, we will stage a turnaround in the growth of individual insurance business by re-accelerating marketing investments centered on strengthening our “Rebranding” efforts. In “Embedded” GCL business, we will aim to expand our partner banks. As part of our “Tech & Services” initiative, we launched our same-day claim payments service in August 2025, receiving high praise from policyholders who have used it. By communicating these initiatives and positive feedback through our “Rebranding”, we will drive further growth in our performance.
In July 2025, the Company transitioned its listing from the TSE Growth Market to the Prime Market. We remain committed to further strengthening corporate governance and ensuring transparent information disclosure.
Building on our established strengths, we will take on new challenges as a leading company creating the future of online life insurance. This will enable us to deliver the "ultimate insurance experience," to as many customers as possible aiming to achieve our mid-term business plan and enhance corporate value over the medium to long term.
We sincerely ask for the continued understanding and support of our shareholders and investors.
*Individual Number System is a system in which all people living in Japan are given an individual identification number for the purpose of improving convenience and others for citizens. It is also available online and you can apply to services online related to parenting by the one-stop service and can receive notifications from administrative organizations.