MIKAWAYA21

What MIKAWAYA21 does

MIKAWAYA21 is a privately held, Tokyo-based company founded in August 2012 that operates a senior care ecosystem under the mission "All seniors deserve a good neighbor." The company combines franchise-operated human concierge services with proprietary IoT devices to address daily-living and digital-inclusion gaps that public welfare systems cannot fully cover for Japan's rapidly aging population. Its primary end customers are individual Japanese seniors requiring assistance with errands, household tasks, digital device use, and emergency response, served through a two-tier channel of 250 cumulative franchise companies and more than 4,000 registered concierge members that have together delivered over 800,000 cumulative support cases.

The product stack is anchored by Magokoro Support — the franchise-concierge service — and supplemented by Magokoro Support Plus (a digital literacy offering for seniors, launched in partnership with Google in April 2022), Magokoro Apartment (senior-focused rental housing integrating Wi-Fi sensing, biometric blood-flow authentication gates, and community-based support), and the Magokoro Button (a voice-activated IoT device designed for users aged 100+, handling medication reminders, garbage-day alerts, weather, and disaster prevention notifications). The Magokoro Apartment Matsubadai property in Yokohama received "Residence Support Housing" certification from Yokohama City in October 2025 under a new MLIT framework, and the housing vertical was selected for the Ministry of Land, Infrastructure, Transport and Tourism "100-year life housing environment model project" in FY2022.

Revenue is generated through four streams: recurring franchise fees from regional partner companies, transaction-based service revenue from concierge engagements, hardware sales of Magokoro Button devices to municipalities and housing operators, and managed operations of senior-focused rental housing. Go-to-market relies on media partnerships with 12 regional Japanese newspapers that supply local credibility and customer acquisition, semi-annual Magokoro Summits for franchise alignment, and direct enterprise sales to real estate owners, property managers, and municipal governments. The company is privately held with a diversified cap table that includes IncuBate Fund, Dentsu Group, TBS Innovation Partners, Suntory Wellness, Shinmei Holdings, and Sharing Technology, and was co-led as of June 2025 by CEO Aoki Keiya and CCO Ieiri Kazuma.

Name

MIKAWAYA21

Legal name

MIKAWAYA21株式会社

Website

https://mikawaya21.co.jp

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

MIKAWAYA21 is a Tokyo-based private company operating a senior care ecosystem that combines a franchise-based concierge network with proprietary IoT devices. Founded in 2012, it serves Japan's aging population through 250 franchise partners, 4,000+ concierge members, and technology-enabled senior housing.

Ownership category

akta.pro rank

Product category

Senior Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Home Care Franchise Network Staffing & Placement (HSABAMAJ)

Keywords

• Senior care services
• Concierge support network
• IoT elderly care
• Senior housing solutions
• Community-based support

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. Magokoro Support Franchise Fees: Franchise (FC) model where partner companies pay to join the network and use the Magokoro Support brand, system, and support infrastructure. The company recruits new franchise partners through its recruitment site.
2. Magokoro Support Service Revenue: Fee-for-service revenue from connecting seniors with concierge support for daily living assistance, errands, companionship, and specialized professional referrals.
3. IoT Device Sales: Sale of IoT devices including the Magokoro Button to municipalities and senior housing operators.
4. Magokoro Apartment Operations: Operating senior-focused rental housing with integrated support services, including the Magokoro Apartment Matsubadai project certified by Yokohama City.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

MIKAWAYA21 operates the Magokoro Support franchise network, a one-stop senior support service where local concierge staff visit elderly clients to assist with daily living needs—from minor household tasks to specialized professional referrals. The company complements this core service with IoT devices (Magokoro Button), senior-friendly rental housing (Magokoro Apartment) integrated with Wi-Fi sensing and biometric authentication, and a digital literacy program (Magokoro Support Plus) developed with Google.

Product overview

MIKAWAYA21 operates a unified senior care ecosystem built around 'Magocoro Support' as the core service. This is supplemented by 'Magocoro Support Plus' for digital assistance, 'Magocoro Apart' for senior housing with IoT monitoring technology, and 'Magokoro Button' as an IoT device for daily support. The services are interconnected: the housing initiative incorporates the IoT device technology, and the core support service serves as the foundation that connects all offerings together.

Differentiator

Problem solved

Functional benefit

Brands

• まごころサポート: シニアの暮らしをお手伝いするサポートサービス。困りごとをお聞きして、地域スタッフが直接サポートに伺うコンシェルジュサービス。全国240社以上のパートナー企業で展開。
• まごころアパート
• マゴコロボタン
• まごころサポートプラス

Products and services

• Magokoro Support (まごころサポート) A comprehensive one-stop support service for Japanese seniors where local concierge staff visit elderly clients to help with daily challenges ranging from minor household tasks to connecting them with professionals for specialized needs. Operated through 240+ regional franchise partner companies nationwide with 4,000+ registered concierge members.
• Magokoro Support Plus (まごころサポートプラス) A digital support service launched in partnership with Google that helps seniors bridge the digital divide and effectively use digital devices, enabling them to access technology benefits for a richer daily life. Initially rolled out in Fukushima Prefecture.
• Magokoro Apartment (まごころアパート) A senior-focused rental housing project combining IoT monitoring technology (Wi-Fi sensing, blood flow authentication) with human support services, enabling seniors to live independently in their communities.
• Magokoro Apartment Matsubadai (まごころアパート松葉台) The first Magokoro Apartment property located in Yokohama's Kanagawa-ku, featuring Wi-Fi sensing, blood flow authentication gates, and integrated community support. Certified as 'Residence Support Housing' (居住サポート住宅) by Yokohama City.
• Magokoro Button (マゴコロボタン) An IoT device designed for seniors aged 100+ that provides voice notifications for medication times, garbage collection days, weather forecasts, and disaster information. Connects to municipal disaster prevention wireless systems for home safety alerts.

Quantifiable outcome

• 800,000+ cumulative support cases delivered nationwide
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Fukushima Minpo (福島民報社)coreGTM or Marketing PartnerFirst media partner, providing local news coverage and community credibility for Magokoro Support services in Fukushima Prefecture since 2022.
• Yamanashi Daily News (山梨日日新聞社)coreGTM or Marketing PartnerMedia partner providing coverage and community outreach for senior services in Yamanashi Prefecture.
• Daily Tohoku (デーリー東北新聞社)coreGTM or Marketing PartnerMedia partner in Aomori Prefecture, supporting regional expansion of Magokoro Support services.
• Jomo Shimbun (上毛新聞社)coreGTM or Marketing PartnerMedia partner in Gunma Prefecture helping promote senior support services.
• Oita Godo Shimbun (大分合同新聞社)coreGTM or Marketing PartnerMedia partner in Oita Prefecture supporting Magokoro Support brand awareness.
• Gifu Shimbun (岐阜新聞社)coreGTM or Marketing PartnerMedia partner in Gifu Prefecture providing local news coverage and community engagement.
• Kobe Shimbun (神戸新聞社)coreGTM or Marketing PartnerMedia partner in Hyogo Prefecture supporting Kansai region expansion.
• Shizuoka Shimbun (静岡新聞社)coreGTM or Marketing PartnerMedia partner in Shizuoka Prefecture.
• Iwate Nippo (岩手日報社)coreGTM or Marketing PartnerMedia partner in Iwate Prefecture.
• Sankei Shimbun (産経新聞社)coreGTM or Marketing PartnerOsaka-based national media partner providing broad coverage for Magokoro Support services.
• Yamagata Shimbun (山形新聞社)coreGTM or Marketing PartnerMedia partner in Yamagata Prefecture, partnership announced November 2025.
• Chugoku Shimbun (中国新聞社)coreGTM or Marketing Partner12th media partner, Hiroshima-based newspaper with deep regional roots since Meiji era. Partnership signed June 4, 2026 to expand services in the Chugoku region.
• Saga Prefecture Miyaki Town (佐賀県みやき町)coreStrategic or Co-development PartnerMunicipality that deployed approximately 400 Magokoro Button IoT devices in senior homes starting March 2018, first municipality to adopt the system.
• Community Nurse Company (的一般社团法人コミュニティ・ナース・カンパニー)minorStrategic or Co-development PartnerPartner organization promoting 'community nurses' concept; their representative Yada Akiko spoke at the 22nd Magokoro Summit.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Benesse Style Care: Major Japanese operator of senior nursing homes, assisted living, and in-home care services. Comparable as a broad incumbent in Japanese elder care, though focused on facility-based skilled nursing rather than MIKAWAYA21's concierge + IoT + housing model.
• Sompo Care: Subsidiary of Sompo Holdings operating one of Japan's largest networks of nursing care facilities and in-home care services. Comparable as a large-scale Japanese senior care incumbent with overlapping elderly support offerings.
• SECOM Co. Japan's largest security services firm with senior-focused "My Doctor" and emergency response products. Comparable as an IoT-enabled safety monitoring provider for elderly households competing with Magokoro Button and Wi-Fi Sensing.
• Nichii Gakkan Company: Large Japanese provider of healthcare, nursing care, and education services with extensive senior care operations. Comparable as a diversified Japanese elder care incumbent offering in-home and facility-based services.
• Zoshinkai Holdings (Trust Garden): Japanese senior housing and care provider operating Trust Garden and affiliated brands. Comparable as a senior housing operator competing for the same elderly resident base as Magokoro Apartment.
• Asahi Kasei Homes (with Heim): Major Japanese homebuilder/operator that has expanded into senior housing and aging-in-place services. Comparable as a housing-led entrant into the senior support market adjacent to Magokoro Apartment.

Emerging players

• Welby: Japanese digital health platform providing PHR (personal health record) and chronic disease self-management tools for patients including seniors. Comparable as an emerging digital health company focused on the elderly demographic.
• Cuebiq-style elderly digital platforms (e.g., FamilyNet): Smaller Japanese startups offering digital concierge and family-monitoring services for elderly households. Comparable as emerging players building tech-enabled support models targeting the same senior demographic.

Others

• Yahoo Japan / LY Corporation (Careee / lifestyle services): Large Japanese internet platform offering various lifestyle and senior services including emergency contact and family communication tools. Comparable as a large platform with adjacent IoT and elderly engagement offerings.

Direct peers

• Tsukui Corporation: Japanese operator of in-home care, senior lifestyle support, and franchise-style service networks including Tsukui Home Care. Comparable as a direct peer operating franchise-driven in-home elder support across Japan.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mikawaya21_pr
• Facebookfacebook.com/mikawaya21

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors5 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 MIKAWAYA21