Sasuke Financial Lab

What Sasuke Financial Lab does

Sasuke Financial Lab Inc. (株式会社Sasuke Financial Lab) is a Tokyo-based digital insurance agency founded in March 2016, operating a multi-channel InsurTech platform that distributes insurance products from 60-80+ Japanese carriers to individual consumers and corporate clients. The company builds and operates a portfolio of consumer-facing comparison portals — Konohoken! (コのほけん！), Shikkari Hoken Chanto Setsuyaku (しっかり保険、ちゃんと節約。, rebranded from NaviNavi Hoken in October 2025), and the recently acquired Lify (保険比較ライフィ, including a corporate insurance comparison vertical) — that combine self-service quote comparison, a structured-data robo-advisor for needs assessment, and referral routing to a 7-city nationwide network of life consultants for hybrid OMO sales.

The underlying technology is a React/Next.js/TypeScript platform with an insurance comparison engine spanning carriers via API integrations, a robo-advisor module that outputs necessity levels across life/medical/cancer/inability-to-work categories, and a white-label packaging layer that licenses the platform to enterprise partners under their own brands. The company also operates a B2B SaaS portfolio including Konohoken! PRO (risk analysis tool for face-to-face sales agents), a SaaS insurance application system, and a financial education simulation game.

Sasuke Financial Lab earns revenue through three streams: (1) insurance agency commissions paid by carriers on policies placed through consumer portals or life consultants, with the company explicitly stating commissions vary by insurer and do not influence product recommendations; (2) white-label and B2B SaaS licensing to enterprise partners such as au Financial Partner (launched February 2026 as 'au Hoken Navi'); and (3) InsurTech consulting services covering UI/UX design, SEO, digital marketing, and systems development for insurance companies including Dai-ichi Life, Nippon Life, Taiju Life, and Credit Saison. The company is pursuing an explicit roll-up M&A strategy in Japan's fragmented insurance agency market and has grown to approximately 127 employees across offices in Tokyo, Osaka, Sendai, Fukuoka, Nagoya, Yokohama, and Sapporo.

Name

Sasuke Financial Lab

Legal name

Sasuke Financial Lab株式会社

Website

https://sasukefinlab.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Sasuke Financial Lab is a Tokyo-based digital insurance agency operating consumer comparison portals, a nationwide life consultant network, white-label SaaS, and InsurTech consulting to distribute products from 60-80+ Japanese carriers.

Ownership category

akta.pro rank

Headquarters

HQ city

Otemachi

HQ country

Japan

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Insurance agency commissions: Sasuke Financial Lab operates as a licensed insurance agency, earning commissions from multiple insurance companies (60-80+) for policies sold and renewed. Commissions are received per insurance contract concluded through the Konohoken! platform or life consultants. The company explicitly states commissions vary by insurer and do not influence product recommendations.
2. White-label platform licensing (SaaS): B2B licensing of the Konohoken! white-label platform to enterprise partners (e.g., au Financial Partner) who rebrand and embed the digital insurance agency into their own services. Partners gain access to insurance comparison, quotation, and application infrastructure without building in-house.
3. Insurance DX consulting and professional services: InsurTech division provides B2B consulting including UI/UX design, SEO optimization, digital marketing, systems development, and content production for insurance companies and other enterprises seeking digital transformation of their insurance operations.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

Sasuke Financial Lab is a digital insurance agency that operates Japan's online insurance comparison and brokerage platform 「コのほけん！」. It helps individual consumers compare life, medical, and other personal insurance products from more than 60 insurers and provides both self-service online enrollment and human consulting via partnered life advisors. The company also licenses its underwriting/agency platform to B2B partners via white-label and SaaS offerings, and provides insurance digital transformation (DX) consulting.

Product overview

Sasuke Financial Lab operates a multi-product digital insurance agency ecosystem centered on the コのほけん！ platform, which connects consumers with over 80 insurance providers through online comparison, personalized robo-advisor recommendations, and hybrid online/offline consulting. The product portfolio spans consumer-facing services (コのほけん！, しっかり保険、ちゃんと節約。, ライフィ), B2B white-label and SaaS solutions (コのほけん！ホワイトレーベル, コのほけん！PRO, SaaS型保険申込システム), and supporting services (保険DX推進 consulting, 金融教育ゲーム). Following the acquisitions of A-team Finergy (NaviNavi Hoken) and Lify, the company has expanded its online insurance agency footprint while pursuing a roll-up M&A strategy to become a top-three Japanese insurance distribution group.

Differentiator

Problem solved

Functional benefit

Brands

• コのほけん！: Digital insurance agency platform for individual customers to compare and purchase insurance online
• しっかり保険、ちゃんと節約。
• 保険比較ライフィ
• 法人保険比較ライフィ
• コのほけん！ホワイトレーベル
• コのほけん！PRO

Products and services

• コのほけん！ (Kono Hoken!) Digital Insurance Agency Online insurance comparison and brokerage platform that lets individual consumers in Japan compare and apply for life, medical, cancer, and personal insurance products from more than 60 insurance companies, with optional human advisor support.
• 保険比較ライフィ (Hoken Hikaku Life) Acquired insurance comparison media property that compares life, medical, cancer, and other personal insurance products for consumers and feeds them into the agency's advisory and enrollment workflow.
• 法人保険比較ライフィ (Hojin Hoken Hikaku Life) Acquired business insurance comparison media that provides corporate clients with information on business-owner, corporate term life, and other commercial insurance products and routes them into the agency's consulting and policy placement services.
• コのほけん！ホワイトレーベル (Kono Hoken! White Label) White-label / OEM version of the コのほけん！ platform that allows B2B partners (media companies, financial institutions, etc.) to offer insurance comparison and online application functionality under their own brand using Sasuke Financial Lab's underlying technology and insurance carrier integrations.
• コのほけん！PRO (Sales Agent SaaS) SaaS platform for independent life insurance sales agents in Japan, providing digital product comparison, proposal generation, customer management, and online application workflows across multiple insurers, replacing paper-based agent processes.
• SaaS型保険申込システム (SaaS Insurance Application System)
• 保険DX推進コンサルティング (Insurance DX Consulting)
• しっかり保険、ちゃんと節約。 (Shikkari Hoken, Choukan Setsuyaku)

Named customers7 records

Segments3 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• auフィナンシャルパートナー (au Financial Partner)coreOEM/ Whitelabel/ Licensing Partner · 4 February 2026Sasuke Financial Lab provided its 'コのほけん！ホワイトレーベル' white-label digital insurance platform to au Financial Partner, who launched 'auほけんナビ' as their branded digital insurance agency on February 4, 2026. The platform enables au's customers to compare and apply for insurance online, combining web and offline channels. Sasuke supports au FP's efficient operations with its proven infrastructure.
• 株式会社ライフィ (Lify Co., Ltd.)coreStrategic or Co-development Partner · 1 February 2026Sasuke Financial Lab entered a business transfer agreement with株式会社ライフィ to acquire all operations of Lify, which operates the insurance comparison service '保険比較ライフィ' (lify.jp) and corporate insurance comparison. The acquisition was completed February 1, 2026, expanding Sasuke's online insurance agency customer base and consolidating a competitor in the fragmented insurance comparison market. Lify was founded in 2000 and had achieved No.1 status among online insurance agencies in past periods.
• 株式会社エイチームホールディングス (Ateam Holdings)coreStrategic or Co-development Partner · 1 August 2025Sasuke Financial Lab completed the full acquisition of株式会社エイチームフィナジー (Ateam Finergy), operator of 'ナビナビ保険' (navinavi-hoken.com), from its parent company株式会社エイチームホールディングス in August 2025. This M&A strengthened Sasuke's digital customer acquisition capabilities and added high-quality organic traffic and SEO assets.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Lifenet Insurance: Japan's pioneering direct-to-consumer online life insurance carrier, sharing the same InsurTech DNA and target customer (digitally native, comparison-driven Japanese consumers). Both compete for digital-first insurance mindshare, though Lifenet underwrites its own products while Sasuke distributes third-party carrier products.
• Advance Create: One of Japan's largest independent life insurance agencies with hundreds of branches and a hybrid online/OMO sales model. Direct competitor in the multi-carrier agency space; Sasuke's life consultants come heavily from Advance Create alumni (per management bios).
• Hoken-no-Madoguchi (Willgroup): Operated by Willgroup, this is one of Japan's largest insurance shop chains for policy review and re-shopping, with broad multi-carrier distribution. Comparable as a physical-plus-digital multi-carrier insurance agency targeting the same consumer.
• Hoken Ichiba (by ZUU): Online insurance comparison and brokerage platform owned by ZUU, directly comparable to Konohoken! and Lify in product comparison UX and target customer. Operates a similar multi-carrier digital agency model.
• Just Insurance (Just Fit): Japan-focused online insurance agency distributing multiple life and non-life carriers. Directly comparable B2C digital insurance distribution competitor, similar in scale and digital-first positioning.

Broad incumbents

• MoneyForward: Japanese household-name fintech platform offering personal finance management, accounting, and an insurance comparison vertical. While much broader than Sasuke, it competes for the same digital comparison consumer and is a frequent comparison point in Japan's InsurTech landscape.

Emerging players

• Insurtech Inc. (Mysurance): Japan-focused InsurTech startup providing embedded insurance and B2B2C digital distribution (including automotive and mobility use cases). Comparable as an emerging InsurTech player pursuing white-label and embedded distribution, adjacent to Sasuke's OEM channel.

Others

• Ateam Holdings: Parent company that divested Ateam Finergy (NaviNavi Insurance) to Sasuke. Operates adjacent comparison platforms in auto, finance and lifestyle verticals. Relevant as both a former affiliate and a comparable Japanese comparison-site operator.
• Nissen Insurance (Nihon-i): Major Japanese life insurer and Sasuke enterprise customer. Listed here as a strategic ecosystem counterpart: incumbent carriers like Nissay are both clients of Sasuke's InsurTech consulting and potential competitive threats as they build proprietary direct-sales capabilities.

Regional players

• Policygenius: US-based digital insurance comparison and brokerage platform. Highly comparable product (online multi-carrier comparison + advisor handoff) and a useful international benchmark for Sasuke's category, though operating in a different regulatory and geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sasukefinlab
• Facebookfacebook.com/sasukefinanciallab
• LinkedInlinkedin.com/company/sasuke-financial-lab-inc.

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sasuke Financial Lab