iYell
- Company typePrivate
- Founded2016
- HeadquartersTokyo, Japan
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
iYell firmographics
Firmographics- Name
- iYell
- Legal name
- iYell株式会社（The iYell Co., Ltd.）
- Website
- https://iyell.co.jp
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
iYell industry classification
Industry- Product category
- Mortgage Technology Platform
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Fraud Detection, Identity & KYC/AML for Mortgages (FSALALAH)
Keywords
Where iYell is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices6 records
Markets served
iYell business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Platform Subscription - Housing Companies: Housing companies (developers, real estate firms) subscribe to the いえーる ダンドリ cloud platform to streamline mortgage application workflows, manage customers, and accelerate sales processes.
- Platform Services - Financial Institutions: Financial institutions (banks, lenders) pay for access to the platform's customer acquisition tools, operational efficiency features, and digital lending support services.
- いえーる ワランティ リユース (Warranty Services): Extended warranty service for used housing equipment, providing 2-year coverage for home appliances and fixtures. Revenue derived from warranty service fees charged to housing companies and end-users.
- Financial Intermediation Services: As a licensed financial services intermediary, iYell earns commission fees from financial institutions for mortgage intermediation and referral services. Also plans to offer refinancing, bridging loans, renovation loans, and insurance intermediation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise sales positions (法人営業) for financial institutions and housing companies |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
iYell product offering
Product offeringCore offering
iYell is a housing loan technology (住宅ローンテック) company that operates a multi-sided platform connecting housing developers, financial institutions, and individual home buyers in Japan's mortgage market. Its core products include a cloud-based mortgage workflow platform for housing companies (いえーる ダンドリ), a digital lending support system for financial institutions (モーゲージコア), and a consumer-facing mortgage media portal (いえーる 住宅ローンの窓口 ONLINE). The company also operates as a licensed financial services intermediary providing neutral mortgage brokerage and offers an extended warranty service for used housing equipment.
Product overview
iYell operates a multi-sided housing mortgage tech platform composed of three interconnected products: (1) いえーる ダンドリ — a cloud-based mortgage business support system for housing developers and real estate companies that reduces operational burden and drives sales growth; (2) モーゲージコア (Mortgage Core) — a technology platform for financial institutions that supports customer acquisition and operational efficiency; and (3) いえーる 住宅ローンの窓口 ONLINE — a consumer-facing online mortgage specialist media helping individuals resolve mortgage concerns and find optimal loan products. The platform connects financial institutions, housing businesses, and end consumers in a unified ecosystem. Supplementary services include a financial services intermediary (mortgage brokerage) registered under Japan's Financial Services Intermediation Act, and いえーる ワランティ リユース — an extended warranty product for used home equipment launched via partnership with Star Mica Residence.
Differentiator
Problem solved
Functional benefit
Brands
- いえーる ダンドリ: Cloud-based mortgage business support system for housing and real estate companies
- モーゲージコア
- いえーる 住宅ローンの窓口 ONLINE
- iYell AI
- Founder's Legacy
- いえーる ワランティ リユース
Products and services
- いえーる ダンドリ (Ie-ru Dandori) Cloud-based mortgage business support system for housing developers and real estate companies that reduces operational burden and supports sales growth by streamlining mortgage application workflows. Includes a speed pre-approval feature delivering results in as little as one day, and is used by over 2,500 housing company partners nationwide.
- モーゲージコア (Mortgage Core) Digital mortgage support platform for banks and lenders that supports customer acquisition and operational efficiency through technology, enabling financial institutions to streamline their mortgage lending processes.
- いえーる 住宅ローンの窓口 ONLINE (Ie-ru Mortgage Counter ONLINE) Online mortgage specialist media platform for individual consumers that helps home buyers resolve mortgage-related concerns and find the most suitable mortgage product for their home purchase.
- 金融サービス仲介業 (Financial Services Intermediary) Neutral mortgage intermediary service registered under Japan's Financial Services Intermediation Act, providing unbiased mortgage recommendations across multiple financial institutions, with plans to expand into bridging loans, renovation loans, and insurance services.
- いえーる ワランティ リユース (Ie-ru Warranty Reuse) Extended warranty service for used home equipment (water heaters, washbasins, etc.) providing up to 100,000 yen per repair for 2 years after property handover, with a nationwide 3,000-location rapid response network and 24/7 call center.
- iYell AI Internally developed generative AI platform built on AWS Generative AI Use Cases with Amazon Bedrock, Claude, and GPT-4 models. Features include RAG-based internal policy search, SSO authentication via Amazon Cognito, and secure in-house AWS environment ensuring no data leaves the corporate environment or is used for AI training.
Quantifiable outcome
- いえーる ダンドリ platform achieves same-day mortgage pre-approval (最短1日)
- +2 more outcomes
Companies that use iYell
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
iYell technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature3 records
iYell partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Star Mica Residence Co., Ltd. (スター・マイカ・レジデンス株式会社)coreStar Mica Residence, a leading real estate intermediary with approximately 2,900 cumulative transaction records, partnered with iYell to implement the いえーる ワランティ リユース warranty service for used housing equipment. The partnership adds equipment guarantee value to Star Mica's intermediary services, differentiating their offering while providing buyer/seller confidence. Star Mica is a 100% subsidiary of Star Mica Holdings (Tokyo Stock Exchange Prime, Code: 2975).
- 野見山 玲子 (Reiko Nomiyama) / 株式会社テラス (Terrace Inc.)coreLeadership strategist and CEO of Terrace Inc., Reiko Nomiyama has been a strategic partner to iYell for 8 years. She co-developed the 2021 management philosophy guide 'COMPASS' and the 250,000-character 'Founder's Legacy' management philosophy book (2025), helping codify founder Mitsuhiro Kubota's decision-making principles and organizational values.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
iYell competitors and assessment
Company assessmentRegional players
- Rocket Companies: US-based mortgage origination platform (Rocket Mortgage). Comparable as a tech-forward mortgage lender / intermediation platform at much larger scale in a different geographic market.
- Zillow Group: US real estate marketplace that vertically integrated into mortgages (Zillow Home Loans). Comparable as a real-estate + mortgage multi-sided platform model, but operates in a different geography with different regulatory regime.
- LendingTree: US-based loan comparison marketplace operating across mortgage, personal, and business credit. Comparable in operating a multi-lender neutral intermediation model, but US-focused with a wider product set.
Direct peers
- いえらぶ (IERABU / mark house): Japanese real estate tech company operating a property listing and SaaS platform for real estate agencies. Directly comparable to iYell as a vertical SaaS / marketplace player in the Japanese housing ecosystem targeting overlapping audiences.
- GA technologies: Japanese proptech company offering real estate SaaS, AI-driven property search, and online brokerage services. Comparable in operating a multi-sided real estate platform with both B2B SaaS and consumer-facing tools, similar to iYell's housing-company + bank + consumer triangle.
- リビン・テクノロジーズ (Riba Technologies): Japanese real estate tech firm providing B2B SaaS, marketing tools, and lead-generation services to real estate agencies. Comparable as a vertical SaaS provider serving housing industry participants in Japan.
- LIFULL: Operator of Japan's LIFULL HOME'S real estate portal. Comparable as a digital real estate marketplace serving consumers alongside professional (agency and developer) channels, similar to iYell's housing-company + consumer integration.
Broad incumbents
- SUUMO (Recruit): Japan's largest real estate portal operated by Recruit, offering property search, mortgage comparison, and advertising for housing companies and financial institutions. Overlapping capabilities as a consumer-facing mortgage and real estate marketplace at much larger scale.
- Mitsubishi Estate: Major Japanese real estate developer and an iYell investor. Comparable as a participant in Japan's housing ecosystem with mortgage-adjacent interests, but operates as a broad real estate conglomerate rather than a focused tech platform.
Emerging players
- Money Forward: Japanese fintech platform offering SaaS for personal finance, accounting, and business banking. Less directly comparable on mortgage products, but a Japanese SaaS fintech at similar scale and Series-stage that competes for the same enterprise customers and engineering talent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
iYell social profiles
Digital presenceiYell financial estimates
Financial estimateRevenue estimate
Valuation estimate
iYell leadership team
Management profileNumber of profiles
Profiles4 records
iYell subsidiaries and ownership
Company hierarchySubsidiaries2 records
iYell funding detail
Funding detailFunding overview
Funding rounds9 records
Investors48 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iYell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iYell
What does iYell do?
iYell is a housing loan technology (住宅ローンテック) company that operates a multi-sided platform connecting housing developers, financial institutions, and individual home buyers in Japan's mortgage market. Its core products include a cloud-based mortgage workflow platform for housing companies (いえーる ダンドリ), a digital lending support system for financial institutions (モーゲージコア), and a consumer-facing mortgage media portal (いえーる 住宅ローンの窓口 ONLINE). The company also operates as a licensed financial services intermediary providing neutral mortgage brokerage and offers an extended warranty service for used housing equipment.
Is iYell a public or private company?
iYell is a private company. It is classified as venture growth investor backed and is currently operating.
When was iYell founded?
iYell was founded in 2016. It employs 51 to 100 people.
Where is iYell based?
iYell is headquartered in Tokyo, Japan, in the Asia region.
How does iYell make money?
Four revenue lines are on record. Platform Subscription - Housing Companies are the primary driver. The others are platform Services - Financial Institutions, いえーる ワランティ リユース (Warranty Services) and financial Intermediation Services.
Who are iYell's main competitors?
Regional players on record are Rocket Companies, Zillow Group and LendingTree. Direct peers are いえらぶ (IERABU / mark house), GA technologies, リビン・テクノロジーズ (Riba Technologies) and LIFULL. Broad incumbents are SUUMO (Recruit) and Mitsubishi Estate. Money Forward is listed as an emerging player.
Does iYell have an API?
No public API is recorded for iYell.
What industry is iYell in?
iYell's product category is Mortgage Technology Platform. Its primary akta.pro industry code is FSALALAH, Fraud Detection, Identity & KYC/AML for Mortgages. Its NAICS code is 522310 and its SIC code is 6163.