Management Policy

Lifenet adopted a new Management Policy in FY2024 as a guide for continuing our strong business growth while enhancing our corporate value and addressing social issues.​

 

Our Mission, which is our management philosophy, is the LIFENET Manifesto. Our Vision is to build on our proud achievements under our previous Management Policy expanding the life insurance market as the leading online life insurer, and the new Management Policy renews our determination to be the company creating the future of life insurance.

Our Value is based on the fundamental idea that human resources are essential to realizing our Vision. With our growing business and expanding organization, we have renewed our commitment to the Manifesto and clarified the values that our executives and employees cherish, which we call the Lifenetter Values. We also remain dedicated to maintaining the customer’s perspective in how we conduct our business.​

Illustration showing the Lifenet Insurance mission, vision, and values. A triangular pyramid places the mission at the top, vision in the middle, and values at the base. On the right is a detailed explanation of each item and a list of the Lifenetter Values (action guidelines)

For more information about Lifenetter Values, please refer to the recruitment website (Japanese only). 

Outcome goal

Following our management policy, we set an “outcome goal” for the society we want to achieve, which is “a society where next generations can be nurtured with confidence in the future.” We have set “market penetration rate of online life insurance,” “prospect for the future life ,” and “ease of raising children” as reference indicators for our progress toward our outcome goals.​

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We believe the demand for life insurance is strong, but that both time and cost present significant barriers to acquiring a policy.​

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Recognizing this situation, we created an online life insurance company that offers policies with the necessary coverage at appropriate prices and purchases and other transactions at times that are the most convenient for the customer. In accordance with our Manifesto, we focused our business particularly on younger generations who are at the age of raising children.​

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​The Management Policy announced in May 2024 calls for directly addressing important social issues and for helping create a world where everyone can live their preferred lifestyle and take on new challenges, even when the future is unknown. Our outcome goal describes the society we want to help make. Japan is facing a declining birthrate, aging society, and other pressing social issues, and our goal is to help create a society where future generations can be raised with peace of mind.

Illustration of people with the slogan “A society where next generations can be nurtured with confidence in the future”

Outcome reference indicators

1. Market penetration rate of online life insurance

We offer simple coverages, affordable premiums, and convenient procedure online, and contribute to expansion of online life insurance market 

 

Market penetration rate of online life insurance 

  • The market penetration rate of online life insurance is measured based on “the percentage of respondents who want to purchase via the Internet in the future” and “the percentage of those who have actually purchased via the Internet” in the “Survey on Life Protection” by the Japan Institute of Life Insurance. 

2. Prospect for the future life

 

We want customers to leave their worries about the future to convenient and useful online life insurance and use the money and time they have saved to help them move forward in their lives.

% of those who answered “improve” 

  • Prospect for the future life is measured based on “the percentage of respondents who answered “improve” about the prospect of the future lifestyle” in the “Public Opinion Survey on the Life of the People” by the Cabinet Office. 

3. Ease of raising children

 

In particular, we see the declining birthrate and aging population as important social issues, and we contribute to creating a society where people want to raise children.

% of those who answered “easy to raise children” 

  • Ease of raising children is measured based on “the percentage of respondents who answered “It is easy to raise children” in the “Public Opinion Survey on Social Awareness” by the Cabinet Office. 

Mid-term Business Plan

Value Creation Process

Through our corporate activities based on the LIFENET Manifesto of “Sincere, Easy-to-understand, Affordable and Convenient.” we aim to provide new value in life insurance, solve our customers' problems related to life insurance, and ultimately realize “a society where next generation can be nurtured with confidence in the future.” 

Leveraging our five unique strengths as an online life insurance provider, we have been operating not only individual insurance but also group credit life insurance since FY2023. To achieve further growth with these two businesses as our pillars, we will promote three priority areas in our mid-term business plan and invest in human capital, the source of our business growth, thereby contributing to enhancing corporate value and realizing a sustainable society. 

LIFENET Value Creation Process

Diagram showing the Lifenet Insurance value creation process. The diagram charts how the company follows its corporate philosophy and business model when creating management policies and setting medium-term business performance indicators aimed at achieving continuous growth in corporate value. The middle of the diagram shows overlapping circles of the rebranding, embedded, and tech & services strategies. On the right is the corporate vision “A society where next generations can be nurtured with confidence in the future”