Neo First Life Insurance Co., Ltd.

Name

Neo First Life Insurance Co., Ltd.

Legal name

Daiichi Neo Life Insurance Co., Ltd.

Website

https://neofirst.co.jp

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Daiichi Neo Life Insurance (formerly Neo First Life Insurance) is a Japan-based, wholly owned subsidiary of Daiichi Life Group offering no-surrender-value life and health insurance products — medical, cancer, term, income protection, and dementia — distributed through agencies, financial institutions, online, and corporate channels to Japanese consumers.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Life Insurance (6311)

akta.pro primary industry

Non-Participating Whole Life Insurance (FSAIABAJ)

akta.pro secondary industry

Level Term Life Insurance (FSAIAAAA)

Keywords

• Life insurance products
• Medical insurance coverage
• Cancer insurance plans
• Online insurance services
• Income protection insurance

Headquarters

HQ city

Higashi-shinagawa

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Daiichi Neo Life Insurance (formerly Neo First Life Insurance) sells no-surrender-value life and health insurance products to individual consumers in Japan, including whole-life medical insurance, cancer insurance, term life, income protection, lifestyle disease coverage, critical illness, and dementia insurance. Products are distributed online via the company's website and through insurance agencies and financial institution counters. The company also offers value-added wellness services such as a 24-hour health consultation hotline, specialist hospital appointment arrangements, and brain health assessments.

Product overview

Daiichi Neo Life Insurance Co., Ltd. (第一ネオ·l笙命·l insurance Co., Ltd.) operates as a life insurance company within the Daiichi Life Group, offering a portfolio of no-surrender-value insurance products designed for online distribution. The core product lineup centers on medical and cancer insurance (ネオdeいりょう, ネオdeがんちりょう), term and income protection (ネオde定期, ネオdeしゅうほ), lifestyle disease coverage (ネオdeからだエール), critical illness support (ネオde3疾病サポート), and dementia insurance (老了啥保险toスマイル). The company also provides annual customizable insurance (1年組み立て保険). Supplementary services include a 24-hour health consultation hotline, specialist hospital appointment arrangement, brain health assessment (のうKNOW®), and oral care support. Customers access services through the My Page portal and online application systems. The company was rebranded in April 2026 from Neo First Life Insurance to Daiichi Neo Life Insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Neo de Iryou (ネオdeいりょう) - Whole-Life Medical Insurance Whole-life medical insurance with no surrender value that covers hospitalization due to illness or injury. Healthy policyholders receive lower premiums under the healthy lifestyle discount.
• Neo de Iryou Kenko Promote - Relaxed Underwriting Medical Insurance Whole-life medical insurance with relaxed underwriting standards designed for individuals with pre-existing health conditions who may be declined by standard insurers.
• Neo de Gan Chiryou (ネオdeがんちりょう) - Whole-Life Cancer Insurance Whole-life cancer insurance with no surrender value providing coverage for diverse and evolving cancer treatments.
• Neo de Teiki (ネオde定期) - Term Life Insurance Term life insurance with no surrender value providing death protection aligned with the policyholder's life stage at time of enrollment.
• Neo de Shuuho (ネオdeしゅうほ) - Income Protection Insurance (2023) Income protection insurance with no surrender value that pays a fixed monthly benefit upon death or disability to replace lost income.
• Neo de Karada Yell (ネオdeからだエール) - Lifestyle Disease Lump-Sum Insurance (2020) Lump-sum benefit insurance for hospitalization due to 8 specified lifestyle-related diseases, providing financial support for affected policyholders.
• Neo de 3 Shippei Support (ネオde3疾病サポート) - Critical Illness Insurance Critical illness insurance providing lump-sum benefits for three major diseases (cancer, stroke, heart disease) with optional riders for rehabilitation outpatient care.
• Dementia Insurance to Smile (認知症保険toスマイル) Dementia insurance with no surrender value featuring tooth-count discounts and a lump-sum payment structure for dementia-related coverage.
• 1-Year Assembled Insurance (1年組み立て保険) Customizable annual insurance product allowing policyholders to assemble their coverage based on individual needs, with annual renewal.
• 24-Hour Health Consultation Service 24-hour health, nursing care, childcare, and mental health consultation hotline staffed by doctors, public health nurses, and nurses for policyholders.
• Specialist Hospital Appointment Arrangement Service Hospital appointment arrangement service connecting policyholders with specialized medical institutions for cases requiring advanced treatment beyond general hospital care.
• Brain Performance Check - Nou no KNOW (脳の健康度チェック のうKNOW) Brain performance assessment tool for dementia insurance policyholders featuring four cognitive checks measuring reaction speed, attention, visual learning, and memory.
• Oral Care Support Service (オーラルケアサポートサービス) Oral health maintenance support service providing dental care guidance, educational content about oral health basics, and dental care product recommendations through partnership with Sunstar.

Quantifiable outcome

• 保有契約件数100万件突破 (Over 1 million in-force contracts)
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Daiichi Life Group (第一生命グループ / Daiichi Life Group)coreStrategic or Co-development PartnerNeo First Life Insurance is a member of the Daiichi Life Group (formerly First Life Group). The company rebranded from Neo First Life Insurance (ネオファースト生命) to First Neo Life Insurance (第一ネオ生命) in April 2026, with the parent group also rebranding from First Life Group to Daiichi Life Group. The company leverages the group's 120+ year heritage, corporate governance, risk management, and shared services infrastructure.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Lifenet Insurance: Online-direct life insurance pioneer in Japan offering term life, medical, and cancer insurance with no surrender value through fully digital channels. Closest direct peer to Daiichi Neo by business model (digital direct, low-premium), product mix, and target customer segment (price-sensitive, online-first).
• SBI Life Insurance: SBI Group's online-focused life insurance subsidiary offering term life, medical, and cancer insurance through digital channels. Direct competitor in the online-direct life insurance category with overlapping product portfolio and target segments.
• FWD Life Insurance Japan: Digital-first life insurer in Japan (acquired Fuji Life) focused on third-sector products like medical and cancer insurance with online application. Highly comparable to Daiichi Neo on product mix and digital-first positioning.
• Aflac Japan: Japan's leading cancer insurance provider with very similar product focus on cancer and medical insurance. Different distribution model (traditional agency-led) but overlapping third-sector product categories and target customer base.
• Sony Life Insurance: Life insurer offering term and whole life products with growing direct/online channels. Comparable product portfolio expansion strategy and brand-driven positioning, particularly in the higher-quality, semi-direct customer segment.
• Rakuten Life Insurance: Rakuten Group's online-focused life insurance subsidiary. Digital-first model with online application targeting Rakuten ecosystem users; comparable to Daiichi Neo's online direct approach and partnership-driven distribution strategy.
• SOMPO Himawari Life Insurance: SOMPO Group's life insurance arm with direct/online distribution and a similar product portfolio including medical, cancer, and term insurance. Directly competes with Daiichi Neo in third-sector products and digital channels.

Broad incumbents

• Tokio Marine & Nichido Life Insurance: Major Japanese life insurance incumbent offering a broad product portfolio including medical, cancer, and term products. Larger and more diversified than Daiichi Neo, with traditional agency distribution as the primary channel.
• Nippon Life Insurance: Japan's largest mutual life insurer with comprehensive product portfolio and traditional mutual/agency distribution. Major incumbent competitor in Japanese life insurance, particularly in third-sector medical and cancer categories.
• Aioi Nissay Dowa Life Insurance: Major Japanese life insurer part of MS&AD Insurance Group with broad product portfolio including third-sector products. Larger, more diversified incumbent competing across multiple life insurance categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/neofirst_life
• Instagraminstagram.com/neofirst_life

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Neo First Life Insurance Co., Ltd.