Money Forward
- Company typePublic
- Founded2012
- HeadquartersTokyo, Japan
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingSoftware
Money Forward firmographics
Firmographics- Name
- Money Forward
- Legal name
- 株式会社マネーフォワード
- Website
- https://corp.moneyforward.com
- Company type
- Public
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Money Forward industry classification
Industry- Product category
- Cloud Financial Software
- NAICS
- Software Publishers (513210), Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Bill Pay, Invoicing & Payables Platforms (BPAMAFAF)
- akta.pro secondary industries
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB), Marketplace & Platform Seller Payouts (FSAMAKAE)
Keywords
Where Money Forward is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Money Forward business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Money Forward Cloud (B2B SaaS): Subscription-based cloud SaaS services for business back-office operations including accounting, expense management, attendance, contract management, and invoicing. Targets over 442,000 paying B2B customers including sole proprietors to listed companies.
- Money Forward ME (B2C PFM): Personal finance management app for individual consumers, with a freemium model and premium plan subscription. Serves over 17.8 million personal finance users.
- Money Forward Billing and Collection Outsourcing: AI-powered BPO service for corporate invoicing operations — end-to-end support from invoice creation to payment reconciliation and collection follow-ups, provided by Money Forward Kessai group company.
- B2B BNPL / Embedded Finance: Money Forward Kessai provides inter-company deferred payment and settlement services (Money Forward Kakebarai), positioning the company in Japan's growing B2B BNPL market projected to reach $11.27B by 2030.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Money Forward ME offers a freemium base tier with a Premium subscription upgrade for advanced features. |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels6 records
Money Forward product offering
Product offeringCore offering
Money Forward sells subscription-based cloud SaaS for both businesses and consumers. The business suite (Money Forward Cloud) covers accounting, expense management, attendance, contract management, consolidated accounting, fixed assets, and invoicing. The consumer suite (Money Forward ME) is a personal finance management app. Additional offerings include AI-powered BPO services (Billing and Collection Outsourcing) and B2B BNPL settlement (Money Forward Kessai). AI agents are integrated across products for automation of journal entries, expense compliance, lease accounting, and receivables recovery.
Product overview
Money Forward operates as a dual-segment fintech company offering personal finance management and B2B back-office SaaS solutions. The personal segment centers on Money Forward ME, a PFM app with over 15 million users. The B2B segment is anchored by Money Forward Cloud, a comprehensive platform that includes core accounting (Cloud Accounting/Cloud Accounting Plus), expense management (Cloud Expense), consolidated accounting, contract management, fixed assets, and attendance management (Cloud Attendance Plus). The ecosystem extends through specialized services like Money Forward Kessai for B2B payments, Money Forward Admina for SaaS management, STREAMED for receipt digitization, and BOXIL for marketing. AI capabilities are integrated throughout via AI Cowork and specialized agents for expense processing, lease assessment, and tax classification. The company serves over 442,000 paying B2B customers and 17.8 million personal finance users.
Differentiator
Problem solved
Functional benefit
Brands
- Money Forward ME: Personal finance management (PFM) app for individuals providing money visibility and asset management services
- Money Forward Cloud
- Money Forward Kessai
- Money Forward HOME
- BOXIL
- Mikatano
- Money Forward Admina
- STREAMED
- BizBASE
- HIRAC FUND
- Sogyoforward
- Money Forward Institute of Economic Research
Products and services
- Money Forward ME Personal Finance Management (PFM) app and web service for individual Japanese consumers, providing real-time aggregation and visualization of household bank accounts, credit cards, securities, and asset data, plus budgeting and financial goal features on a freemium model with a Premium subscription upgrade.
- Money Forward Cloud Accounting / Cloud Accounting Plus Cloud-based accounting software for Japanese businesses, providing journal entry, ledger management, financial reporting, tax compliance, and AI agent automations (Consumption Tax Classification Check, Remote MCP Server for autonomous AI journal entry). The Plus edition adds API integrations with FLAM and Soask.
- Money Forward Cloud Expense Cloud-based corporate expense management with AI-OCR receipt scanning and the Expense Application Support Agent that automates expense item suggestions and application compliance checks.
- Money Forward Cloud Attendance Plus Cloud-based attendance management system (formerly AKASHI) targeting mid-market and enterprise companies with complex work rules, featuring biometric authentication for time tracking, labor-hour management, audit logs, and compliance with Japanese labor laws including Article 36 Agreement and five-year record retention.
- Money Forward Cloud Contract Cloud-based contract management system with the Lease Assessment Agent that analyzes digitized contracts via NLP to assess lease eligibility and extract relevant clauses for journal entries under new Japanese lease accounting standards.
- Money Forward Cloud Consolidated Accounting Cloud-based consolidated accounting system with Excel Data Link Add-in for direct Excel access/update of financial data, API integration with GLASIAOUS international accounting/ERP, and Microsoft 365 Copilot compatibility for AI-enhanced reporting.
- Money Forward Cloud Debt Management for Salesforce Cloud-based receivables/debt management integrated with Salesforce, featuring the Agentforce AI Agent that autonomously identifies outstanding receivables after payment matching, creates ToDos for sales staff, and drafts collection emails.
- Money Forward AI Cowork AI-driven autonomous agent service launching July 2026 that handles back-office tasks (accounting, labor, legal affairs) through natural language dialogue, integrating with Money Forward Cloud and capable of orchestrating calls to other AI agents.
- Money Forward Billing and Collection Outsourcing AI-powered Business Process Outsourcing (BPO) service providing end-to-end support for corporate invoicing operations — from invoice creation and distribution through payment reconciliation to collection follow-ups — operated by Money Forward Kessai with data integration to Money Forward Cloud Accounting.
- Money Forward Kessai / Money Forward Kakebarai Inter-company deferred payment settlement and billing agency service (Money Forward Kakebarai) for B2B transactions, integrated with core accounting platforms and positioned in Japan's B2B BNPL market projected to reach $11.27B by 2030.
- Money Forward Admina SaaS management platform for IT administration providing visibility into SaaS costs, usage, and simplified integration management across an enterprise's SaaS portfolio.
- STREAMED Receipt digitization service that converts paper receipts into structured data for seamless integration with accounting workflows.
- BOXIL SaaS marketing platform for business promotion, lead generation, and marketing automation targeting Japanese SaaS vendors and buyers.
- Mikatano Digital transformation platform enabling regional financial institutions in Japan to offer digital services to their SME and consumer customers.
- Money Forward HOME Real estate platform offering AI-powered apartment valuation and apartment sale services for Japanese consumers and the real estate industry.
- Money Forward Business Card Corporate credit card service integrated with Money Forward Cloud Expense and accounting platforms, providing automated expense posting and corporate spend management.
- Money Forward Institute of Economic Research Research organization utilizing Money Forward Group's data and economic expertise to publish economic analysis and policy proposals, with collaborations including Cabinet Office economic analysis and Bank of Japan research.
Quantifiable outcome
- 15–20 hours saved per engineer per week with Cursor AI coding agents
- +5 more outcomes
Companies that use Money Forward
Customer profileNamed customers5 records
Ideal customer profiles3 records
Money Forward technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability18 records
Feature10 records
Money Forward partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- BizReachminorBizReach partnered with Money Forward as a sponsor/partner company for the 'AI-Powered Accounting Transformation' online seminar, introducing services to streamline accounting operations alongside other partner companies.
- RaksulminorRaksul partnered with Money Forward as a sponsor/partner company for the 'AI-Powered Accounting Transformation' online seminar, introducing services to streamline accounting operations alongside other partner companies.
- MUFG (Mitsubishi UFJ Financial Group)coreMUFG and freee collaborating on data aggregation and loan distribution in Japan's alternative lending market. Money Forward is identified as a key player alongside MUFG, SMBC, and Paidy in the B2B BNPL and embedded finance ecosystem.
- Kyoto Untapped Talent Development Program / IPAminorMoney Forward supports the Kyoto Untapped Talent Development Program, a government-endorsed initiative backed by METI's AKATSUKI Project. Provides workspaces, resources, and mentorship to young tech professionals aged 29 and below for innovative software projects, with up to 1 million yen in development support per participant.
- FlipLogic (FLAM)coreMoney Forward Cloud Accounting Plus integrated with FLAM, FlipLogic's cloud-based sales management system. API integration enables sales and purchasing data from FLAM to be transmitted directly to Money Forward Cloud Accounting Plus, allowing single-click journal entry registration instead of manual CSV exports or double-entry.
- CursorcoreMoney Forward deployed Cursor's AI coding agents across its engineering, product, design, and QA teams, expanding beyond traditional engineering use cases. Implementation resulted in 15–20 hours saved per engineer per week, 70% reduction in test case generation time, and 30% user increase within one week. Money Forward is the first Japanese company featured in Cursor's official Advanced Case Study.
- Salesforce (Agentforce)coreMoney Forward Cloud Receivables Management for Salesforce supports Salesforce's AI agent platform Agentforce with 'AI Agent for Agentforce — Unpaid Receivables Recovery Support.' The AI autonomously identifies outstanding receivables, creates ToDos for sales staff, and drafts collection emails, available on AgentExchange.
- HundReds Co., Ltd.minorHundReds and Money Forward partnered to promote digital transformation and AI utilization among SMEs in the Tokai region of Japan, involving joint seminars, regional digitalization efforts with local financial institutions, and promotion of payment functions.
- AnthropiccoreMoney Forward featured in Anthropic's global case study for building an AI-native engineering organization with Claude Code. Achieved approximately 70% reduction in API implementation time (from two days to five hours) and compressed onboarding from one week to one day. Anthropic's specialized team conducts training sessions for Money Forward's engineering organization.
- SMBC GroupcoreMoney Forward partnered with SMBC Group to establish a 50/50 joint venture for a BaaS digital banking preparatory company, expanding financial services distribution through banking channels.
- Sumitomo Mitsui CardcoreMoney Forward and Sumitomo Mitsui Card signed a basic agreement on capital and business alliance in B2C services, integrating card and financial services for consumers.
Scale indicators10 records
Recent moves10 records
Expansion highlights7 records
Money Forward competitors and assessment
Company assessmentDirect peers
- freee: freee is the most direct Japanese competitor in cloud accounting, HR, and payroll SaaS, targeting overlapping SMB, accountant, and enterprise segments. Both companies compete head-to-head for cloud accounting market share in Japan and have parallel partnerships with major banking groups (e.g., MUFG).
- Yayoi: Yayoi is a long-established Japanese accounting software vendor dominant in the SMB and accounting-firm installed base, now offering Yayoi Kaikei Online as a cloud alternative. It directly competes with Money Forward Cloud Accounting for the same Japanese SMB and tax accountant customer base.
- Mikuni & Co. (OBC): OBC (Ogaki Bussan Computer / Mikuni) is a major Japanese accounting and ERP software provider serving SMB through enterprise. It competes with Money Forward Cloud across accounting, payroll, and ERP modules, with deep penetration into Japanese accounting firms and listed companies.
- Xero: Xero is a global cloud accounting SaaS platform targeting SMBs and accountants. It shares Money Forward's cloud-native accounting and bank-feed-aggregation architecture, and although it does not focus on Japan, it represents the global benchmark for SMB cloud accounting product experience.
- Zoho Books / Zoho: Zoho offers a cloud accounting suite (Zoho Books) and broader business apps ecosystem that overlaps with Money Forward Cloud's back-office positioning. Zoho targets SMBs and prosumer segments with subscription pricing comparable to Money Forward's tiered SaaS offering.
- Bill.com: Bill.com is a US-listed B2B payments and accounts payable/receivable automation platform. It is comparable to Money Forward Cloud Debt Management and Money Forward Kessai (B2B BNPL/payments) on transaction-based business models for SMB and mid-market.
Broad incumbents
- Intuit QuickBooks: Intuit's QuickBooks is the dominant SMB accounting and personal finance platform globally, including Mint (PFM) which is comparable to Money Forward ME. While Intuit has limited direct presence in Japan, its product strategy around AI agents, PFM, and SMB banking informs Money Forward's competitive benchmark.
- Sage: Sage is a global accounting and payroll SaaS incumbent serving SMBs through mid-market. Its cloud accounting product is comparable to Money Forward Cloud Accounting in functionality, while Sage's broader portfolio positions it as a larger incumbent competitor in adjacent geographies.
- NetSuite (Oracle): Oracle NetSuite is a global cloud ERP suite that competes with Money Forward Cloud ERP and Cloud Consolidated Accounting for enterprise and upper mid-market customers. Its scale and global reach represent the upper bound of competitive pressure on Money Forward's enterprise push.
- SAP: SAP is the global enterprise ERP and finance systems incumbent. SAP S/4HANA Cloud and SAP Business One compete with Money Forward Cloud ERP for Japanese enterprise and mid-market accounting modernization, particularly among listed companies that already run SAP.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Money Forward social profiles
Digital presenceMoney Forward compliance and trust
Trust signalCompliance1 record
Money Forward financial estimates
Financial estimateRevenue estimate
Valuation estimate
Money Forward leadership team
Management profileNumber of profiles
Profiles16 records
Money Forward subsidiaries and ownership
Company hierarchySubsidiaries8 records
Money Forward funding detail
Funding detailFunding overview
Funding rounds8 records
Investors22 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Money Forward M&A and investment
M&A and investmentM&A5 records
Investments33 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Money Forward
What does Money Forward do?
Money Forward sells subscription-based cloud SaaS for both businesses and consumers. The business suite (Money Forward Cloud) covers accounting, expense management, attendance, contract management, consolidated accounting, fixed assets, and invoicing. The consumer suite (Money Forward ME) is a personal finance management app. Additional offerings include AI-powered BPO services (Billing and Collection Outsourcing) and B2B BNPL settlement (Money Forward Kessai). AI agents are integrated across products for automation of journal entries, expense compliance, lease accounting, and receivables recovery.
Is Money Forward a public or private company?
Money Forward is a public company. It is classified as public and is currently operating.
When was Money Forward founded?
Money Forward was founded in 2012. It employs 1,001 to 5,000 people.
Where is Money Forward based?
Money Forward is headquartered in Tokyo, Japan, in the Asia region.
How does Money Forward make money?
Four revenue lines are on record. Money Forward Cloud (B2B SaaS) is the primary driver. The others are money Forward ME (B2C PFM), money Forward Billing and Collection Outsourcing and B2B BNPL / Embedded Finance.
Who are Money Forward's main competitors?
Direct peers on record are freee, Yayoi, Mikuni & Co. (OBC), Xero, Zoho Books / Zoho and Bill.com. Broad incumbents are Intuit QuickBooks, Sage, NetSuite (Oracle) and SAP.
Does Money Forward have an API?
Yes. Money Forward Cloud Accounting provides a Remote MCP (Model Context Protocol) Server and API that enables AI agents to autonomously perform accounting tasks such as journal entry input, ledger search, and report creation. Previously restricted to certified members of professional offices, the MCP server and API were expanded to all users under the 'From Cloud to AI' concept. The API enables integration with external systems for data synchronization and automated workflows. Developer documentation is at biz.moneyforward.com.
What industry is Money Forward in?
Money Forward's product category is Cloud Financial Software. Its primary akta.pro industry code is BPAMAFAF, Bill Pay, Invoicing & Payables Platforms, with a secondary code of CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer). Its NAICS code is 513210 and its SIC code is 7372.