Asiro
- Company typePublic
- Founded2009
- HeadquartersTokyo, Japan
- Headcount101–250
- GTM typeB2B and B2C
- OfferingSoftware
What Asiro does
ASIRO Inc. (株式会社アシロ) is a Tokyo-based, publicly listed (TSE Growth Market, code 7378) legal services and human resources platform operator founded in 2009. The company organizes its operations across five reporting segments: Legal Media (the Ben-Navi network of attorney-matching platforms across eight practice areas serving over 40 million users annually), Legal Alliance (ancillary media including いえぽーと for real estate, 浮気調査ナビ for infidelity investigations, 人探しの窓口 for missing persons, and Carism for career agents), HR (NO-LIMIT for attorneys, BEET-AGENT for back-office, Hi-Standard for CPAs/tax accountants/patent attorneys, and EXE for outside directors), Legal Protect (bonobo, a subscription legal service bundled with attorney-fee insurance underwritten by its wholly-owned insurance subsidiary), and LegalBase (a recently launched AI + lawyer legal tech platform for SMEs featuring contract review, over 1,100 templates, anti-social forces checks, and chat consultation).
The underlying technology stack combines proprietary AI for contract review and attorney matching (including an AI Search Premium service integrated with LINE) with a content library of 1,100+ contract templates and a central LegalBase management console. The platform architecture supports self-serve consumer flows on Ben-Navi and LegalBase alongside sales-assisted B2B motion for bonobo, EXE, and corporate HR placements.
Revenue is generated through a mix of advertising and lead-generation fees from law firms on the Legal Media sites, placement and recruitment fees from HR services, recurring subscription and insurance premiums from bonobo and LegalBase, and affiliate/referral income across the Legal Alliance media portfolio. Distribution relies primarily on SEO-driven organic search, paid digital advertising across Google, Yahoo! Japan, Meta, TikTok, and Microsoft, and affiliate networks. The group employs 127 people across consolidated subsidiaries as of the end of business year 2025, has 611 million yen in capital, and management has publicly targeted 5.5 billion yen in revenue for the fiscal year ending October 2025 with a long-term goal of 10 billion yen.
Asiro firmographics
Firmographics- Name
- Asiro
- Legal name
- 株式会社アシロ
- Website
- https://asiro.co.jp
- Company type
- Public
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Where Asiro is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Asiro business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Legal Media (Legal Information & Attorney Matching): The core Legal Media business operates comparison/matching platforms (Ben-Navi, Ben-Navi IT, Ben-Navi for Divorce, Ben-Navi for Inheritance, Ben-Navi for Traffic Accidents, Ben-Navi for Labor Issues, Ben-Navi for Criminal Cases, Ben-Navi for Debt Collection, Ben-Navi for Debt Consolidation, and others) that connect users with attorneys. Revenue is generated through advertising from law firms and related businesses, affiliate fees, and lead generation fees from matched clients.
- HR Services (Legal HR & Recruitment): Recruitment and job placement services for legal professionals (NO-LIMIT for attorney job placement, BEET-AGENT for back-office positions, Hi-Standard for CPAs/tax accountants) and outside director matching (EXE). Revenue is generated through placement fees from successful job matches.
- bonobo — Subscription Legal Service & Attorney Fee Insurance: bonobo is a subscription-based legal service with integrated attorney fee insurance for corporations and individual business owners. It covers the entire lifecycle of legal issues from proactive prevention to resolution. Revenue model combines subscription fees (recurring) with insurance premiums.
- LegalBase — All-in-One Legal Tech SaaS: LegalBase is an all-in-one legal tech service for SMEs featuring AI contract review, template downloads, anti-social forces checks, and lawyer chat. Revenue likely derives from subscription/software licensing fees.
- Legal Alliance (Derived Media & Other Services): Services including いえぽーと (real estate information and property valuation), 浮気調査ナビ (infidelity investigation), 人探しの窓口 (missing person search), キャリズム (career change agent search), Bikkore (affiliate Bitcoin rewards), and CAREER UP STAGE (career information). Revenue from advertising, affiliate referrals, and lead generation.
- Advertising & Affiliate Network: The company's extensive digital media network generates advertising revenue. The external transmission policy documents dozens of advertising and analytics partners including Google Ads, Microsoft Advertising, Meta/Facebook, Yahoo! Japan, TikTok, and affiliate networks, indicating a significant digital advertising revenue stream across its legal media sites.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Legal Media (Ben-Navi) — Free for end users |
| Subscription | Monthly | bonobo — Subscription legal service with attorney fee insurance |
| Subscription | Monthly | LegalBase — All-in-one legal tech SaaS for SMEs |
| Freemium | Monthly | HR Services (NO-LIMIT, BEET-AGENT, Hi-Standard) — Free for job seekers |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Asiro product offering
Product offeringCore offering
ASIRO operates a portfolio of digital legal and HR platforms in Japan. The core is the Ben-Navi attorney-matching network (40M+ annual users) which connects individuals with attorneys across eight legal specializations. The company also sells LegalBase, an AI-powered legal tech SaaS for SMEs featuring proprietary contract review and 1,100+ contract templates, and bonobo, a subscription legal service bundled with attorney-fee insurance for corporations.
Product overview
Asiro operates a platform of multiple interconnected legal and HR services organized into five segments: Legal Media, Legal Alliance, HR, Legal Protect, and LegalBase. The Legal Media segment, anchored by the Ben-Navi sub-brand (rebranded from bengoshi-navi in February 2023), provides specialized attorney-matching and legal information sites across eight fields including divorce, traffic accidents, inheritance, labor issues, criminal cases, debt collection, debt consolidation, and IT issues, complemented by a comprehensive Ben-Navi attorney search portal. The Legal Alliance segment provides related life-hardship resolution services (infidelity investigation search, missing person search, career change agent matching via Carism, and real estate information via IE PORT). The HR segment offers specialized recruitment services: NO-LIMIT for attorneys, BEET-AGENT for back-office professionals, Hi-Standard for CPAs/tax accountants/patent attorneys, and EXE for outside directors. The Legal Protect segment centers on bonobo, a subscription legal service with attorney-fee insurance covering lawyer referral, legal chat, anti-social forces checks, and contract review. The LegalBase segment delivers an all-in-one legal tech platform for SMEs featuring proprietary AI-powered contract review, over 1,100 contract templates, anti-social forces checks, and attorney chat consultation.
Differentiator
Problem solved
Functional benefit
Brands
- Ben-Navi (ベンナビ): Comprehensive attorney search platform with services in eight specialized fields including divorce, traffic accidents, inheritance, labor issues, criminal cases, debt collection, debt consolidation, and IT issues
- bonobo
- LegalBase
- Carism
- NO-LIMIT
- BEET-AGENT
- Hi-Standard
- EXE
- Bikkore
- いえぽーと (IE PORT)
Products and services
- Ben-Navi (ベンナビ) Attorney Matching Platform Free-to-consumer online platform connecting individuals with attorneys across eight specialized fields (divorce, traffic accidents, inheritance, labor issues, criminal cases, debt collection, debt consolidation, and IT issues). Users search for and contact attorneys; revenue is generated through advertising and lead-generation fees paid by law firms.
- LegalBase All-in-one legal tech SaaS for small and medium-sized enterprises lacking dedicated legal staff. Features proprietary AI-powered contract review, 1,100+ downloadable contract templates, an anti-social forces verification system, and direct chat consultation with corporate law attorneys.
- bonobo Subscription-based legal service bundled with attorney-fee insurance for corporations and individual business owners. Covers lawyer referral, legal chat consultation, anti-social forces checks, and contract review to prevent and resolve legal troubles.
- NO-LIMIT Career change and recruitment platform specializing in attorney placements, offering services spanning from job recruitment to strategic support for obtaining informal offers for legal professionals.
- BEET-AGENT Career change agent specializing in back-office positions such as accounting, human resources, general affairs, corporate planning, and legal affairs, creating matches between companies and administrative professionals.
- Hi-Standard Career change agent specializing in certified public accountants, tax accountants, and patent attorneys, creating matches between companies and specialized professional human resources.
- EXE Matching service for outside directors and part-time corporate auditors, referring executive personnel meeting criteria such as independence, concurrent service in fewer than five companies, and ten or more years of experience.
- いえぽーと (IE PORT) Real Estate Information Portal Real estate information portal for people considering the sale of real estate or land use, providing explanations of complex real estate knowledge and linking to property appraisal services through affiliate partners.
- キャリズム (Carism) Career Change Agent Matching Career change agent matching platform that helps users find career change agents and apply directly, with satellite information sites supporting job seekers and career advancement.
- 浮気調査ナビ (Uwaki-Chosa Navi) Infidelity Investigation Search Expert search service for infidelity investigations, providing comprehensive information and connecting users with experienced infidelity investigation agencies.
- 人探しの窓口 (Hitosagashi no Madoguchi) Missing Person Search Missing person search and location investigation service for users searching for runaways, missing persons, separated family members, or memorable individuals, functioning as a comprehensive people-search portal.
Quantifiable outcome
- 40M+ annual users on legal media platforms
- +2 more outcomes
Companies that use Asiro
Customer profileSegments3 records
Ideal customer profiles4 records
Asiro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
Asiro partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Bikkore Co., Ltd. (ビッコレ)coreASIRO completed the acquisition of Bikkore as a subsidiary in April 2023. Bikkore operates as a point site where users earn points exchangeable for Bitcoin by fulfilling affiliate program conditions. It became a consolidated subsidiary of ASIRO.
- ASIRO Small Amount and Short Term Insurance Co., Ltd. (アシロ少額短期保険)coreASIRO made Kailash Small Amount and Short Term Insurance (later renamed ASIRO Small Amount and Short Term Insurance) a subsidiary in April 2022. This subsidiary sells bonobo insurance products that cover attorney fees through insurance claims, addressing the cost barrier to hiring attorneys.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Asiro competitors and assessment
Company assessmentDirect peers
- Bengo4.com (弁護士ドットコム): Japan's largest legal-tech platform, offering attorney Q&A, attorney matching (Bengoshi.com), and CloudSign e-contract SaaS. Closest direct competitor to Asiro's Ben-Navi and LegalBase, with overlapping consumer-legal and SME-contract-review value propositions.
- LegalOn Technologies: Japanese AI legal-tech company providing contract review and legal workflow tools for corporations. Competes head-to-head with LegalBase in the enterprise/SME contract automation market.
- LegalForce: Japanese AI-powered contract review and management platform primarily serving enterprises and law firms. Directly comparable to Asiro's LegalBase in the AI contract-review category, with overlapping SME and corporate customer targets.
Others
- Indeed Japan: Japan-localized arm of the global Indeed job-matching platform. Comparable as a parallel digital HR/job-matching ecosystem serving overlapping Japanese job-seeker and SMB-hirer segments.
- Tokio Marine Holdings: Major Japanese insurance group offering various specialty insurance products. Indirectly comparable as an insurance ecosystem participant; relevant to the regulatory and competitive backdrop for Asiro's bonobo legal-expense insurance.
- SOMPO Holdings: Major Japanese insurance conglomerate with P&C and specialty coverage lines. Relevant competitive reference for the bonobo legal-expense insurance product given its distribution scale and regulatory expertise.
Broad incumbents
- Persol Holdings: Major Japanese staffing and HR services group serving professional roles including legal and back-office functions. Comparable to Asiro's NO-LIMIT and BEET-AGENT placement services at greater scale.
- Recruit Holdings: Japan's dominant HR services and information platform operator (Indeed, Rikunabi, Airレジ). Broadly comparable through its HR placement and SMB marketing services, both of which overlap with Asiro's HR division and Legal Media advertising model.
- LIFULL: Major Japanese real-estate information portal operator (HOME'S). Comparable to Asiro's いえぽーと (IE PORT) real-estate information platform within the broader legal-alliance vertical.
- BizReach: Japanese direct-recruitment platform focused on mid-career professionals and management talent. Comparable to Asiro's EXE outside-director matching and Hi-Standard professional placement services.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Asiro social profiles
Digital presenceAsiro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Asiro leadership team
Management profileNumber of profiles
Profiles8 records
Asiro subsidiaries and ownership
Company hierarchySubsidiaries5 records
Asiro funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Asiro M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Asiro
What does Asiro do?
ASIRO operates a portfolio of digital legal and HR platforms in Japan. The core is the Ben-Navi attorney-matching network (40M+ annual users) which connects individuals with attorneys across eight legal specializations. The company also sells LegalBase, an AI-powered legal tech SaaS for SMEs featuring proprietary contract review and 1,100+ contract templates, and bonobo, a subscription legal service bundled with attorney-fee insurance for corporations.
Is Asiro a public or private company?
Asiro is a public company. It is classified as public and is currently operating.
When was Asiro founded?
Asiro was founded in 2009. It employs 101 to 250 people.
Where is Asiro based?
Asiro is headquartered in Tokyo, Japan, in the Asia region.
How does Asiro make money?
Six revenue lines are on record. Legal Media (Legal Information & Attorney Matching) is the primary driver. The others are HR Services (Legal HR & Recruitment), bonobo — Subscription Legal Service & Attorney Fee Insurance, legalBase — All-in-One Legal Tech SaaS, legal Alliance (Derived Media & Other Services) and advertising & Affiliate Network.
Who are Asiro's main competitors?
Direct peers on record are Bengo4.com (弁護士ドットコム), LegalOn Technologies and LegalForce. Others are Indeed Japan, Tokio Marine Holdings and SOMPO Holdings. Broad incumbents are Persol Holdings, Recruit Holdings, LIFULL and BizReach.
Does Asiro have an API?
No public API is recorded for Asiro.