E Design Insurance

What E Design Insurance does

E Design Insurance, formally Tokio Marine Direct Insurance Co., Ltd. (東京海上ダイレクト損害保険株式会社), is a Tokyo-headquartered private insurance carrier and wholly-owned subsidiary of Tokio Marine Holdings that sells auto insurance exclusively through digital channels. Founded on January 26, 2009 as a joint venture between Tokio Marine Holdings (85.01%) and NTT Finance (14.99%), the company commenced sales on June 13, 2009 with mobile and internet distribution and rebranded to Tokio Marine Direct on October 1, 2025 to align its identity with the Tokio Marine Group umbrella.

The company's core product is the &e (アンディー) comprehensive auto insurance plan, which calculates premiums from driver rating class (1-20), vehicle type, driver age, coverage mix, and prior-year driving distance — a usage-based, pay-per-mile model distinctive in the Japanese market. A companion smartphone application provides safe-driving support features including automatic collision impact detection, daily driving score calculation with harsh-brake location mapping, and a heart-points reward system redeemable for drinks and sweets. The portfolio is complemented by 24/7 accident response, a complimentary road service covering approximately 7,600 nationwide locations, Secom emergency scene dispatch, and a 24/7 AI chatbot for customer inquiries. The legacy (従来) product line was discontinued on March 31, 2024 and folded into &e.

The business operates on a pure direct-to-consumer basis (no agents or brokers), with quotes generated in approximately 60 seconds through an 8-item Eco Price Design function that requires no personal information. Pricing includes a 12,000-yen internet discount on new contracts and 4,500-yen renewal discount, with the company citing an average 35,465-yen annual savings (471-respondent survey, January-April 2026) for customers migrating from agency-type insurers. Customer reach stands at approximately 600,000 &e contracts as of August 2025, and the company has held the top ranking in the financial-expert 'NEWよい保険・悪い保険' auto insurance category for 12 consecutive years. Operational offices are located in Tokyo (Shinjuku), Osaka (Chuo-ku), and Sendai (Aoba-ku).

Name

E Design Insurance

Legal name

東京海上ダイレクト損害保険株式会社 (Tokio Marine Direct Insurance Co.,Ltd.)

Website

https://e-design.net

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

Tokyo Marine Direct (formerly E Design Insurance) is a Tokio Marine Group subsidiary selling direct, distance-based auto insurance to individual Japanese consumers via an online platform and a smartphone app featuring driving scoring, impact detection, and Secom-backed accident response.

Ownership category

akta.pro rank

Product category

Auto Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Pay-Per-Mile Personal Auto Insurance (FSAJAAAC)

akta.pro secondary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

Keywords

• Direct auto insurance
• Usage-based insurance
• Online vehicle insurance
• Distance-based premiums
• Automobile insurance Japan

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Auto Insurance Premiums: Annual subscription-based auto insurance with premiums calculated based on driver等级 (1-20), vehicle type, driver age, coverage selections, and driving distance. Monthly (12 installments) or annual payment options available. Internet discount of 12,000 yen for new contracts.
2. Vehicle Insurance: Coverage for damage to policyholder's vehicle from accidents, natural disasters (typhoons, floods), with options for general or limited coverage types.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

E Design Insurance (now Tokio Marine Direct) sells comprehensive automobile insurance directly to individual vehicle owners through its website and mobile app. The flagship &e (アンディー) product combines distance-based (pay-per-mile) premium pricing with a companion smartphone app that provides automatic accident impact detection, daily driving score feedback, and a rewards system for safe driving. All contracts include complimentary 24/7 accident response, nationwide roadside assistance, and Secom emergency scene rapid response services.

Product overview

Tokio Marine Direct (東京海上ダイレクト, formerly E Design Insurance) offers a unified auto insurance platform centered on the &e (アンディー) comprehensive auto insurance product. The core product integrates distance-based premium pricing with a companion smartphone app that provides AI-powered features including automatic accident impact detection, driving behavior scoring, and hazard alerts. All contracts include complimentary roadside assistance and 24/7 accident response services. Additional services include Secom emergency scene response, legal consultation coverage, and a 24/7 AI chatbot. The previous product line (従来商品) was discontinued in March 2024 and consolidated into the current &e platform. The company operates exclusively through direct online channels, offering quotes via the Eco Price Design 8-item system without requiring personal information.

Differentiator

Problem solved

Functional benefit

Brands

• &e (アンディー): Co-created auto insurance product launched in 2021 that uses advanced technology to support safe driving. Features include accident detection, driving score tracking, and points system for safe driving.

Quantifiable outcome

• Average annual savings of 35,465 yen for customers switching from agency-type insurance (471 valid survey responses, Jan-Apr 2026)
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature4 records

Partnerships

One partnership is on record.

• Secom (セコム株式会社)coreStrategic or Co-development Partner · 22 January 2009SEKOM accident scene rapid response service partnership. SEKOM emergency response personnel arrive quickly at accident scenes to photograph damage, interview involved parties, and collect information to support claims resolution.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Emerging players

• Rakuten Insurance (Rakuten Auto Insurance): Online auto insurer leveraging Rakuten ecosystem distribution and Rakuten ID-based sign-on. Comparable digital-first GTM and cross-platform integrations via NTT/Rakuten ID login experience analogous to Tokio Marine Direct's OCN/docomo ID integration.

Direct peers

• Zurich Insurance Japan (Direct Auto): Global insurer with a direct auto offering in Japan (formerly Zurich Direct), targeting online-first personal auto buyers. Comparable product structure and international carrier backing competing for the same internet-first customer.
• au Insurance (au 損保): Direct auto insurer owned by KDDI, distributed digitally via the au ID ecosystem. Closely comparable business model - online-direct auto with heavy technology and mobile-app investment and a telco/distribution partner backdrop.
• AXA Direct Japan: Direct auto and property insurer in Japan offering online quotes without personal info. Direct peer sharing the no-agent, internet-first GTM in Japan's personal auto insurance market.
• SOMPO Direct (Saison Auto & Fire): Online-direct subsidiary of SOMPO Group offering auto insurance direct to consumers in Japan. Competes in the same digital-native auto insurance space with similar pricing-led and convenience-led positioning.
• Mitsui Direct General Insurance: Japanese direct-to-consumer auto insurer offering online-only quotes and policy purchase with distance-based pricing. Most direct head-to-head competitor to Tokio Marine Direct in the Japanese pay-per-mile and online-direct auto segment.

Broad incumbents

• Tokio Marine & Nichido Fire Insurance: Parent-group flagship agency-channel auto insurer. Operates the same auto insurance category but through traditional agency distribution; comparison clarifies Tokio Marine Direct's channel and pricing differentiation versus its own parent's agency franchise.
• SOMPO Japan Insurance: Large Japanese P&C incumbent with agency-channel auto insurance as a major business line. Sets the agency-channel benchmark against which Tokio Marine Direct's direct savings claim of 35,465 yen is positioned.

Others

• GEICO: US-based direct-to-consumer auto insurer within the Berkshire Hathaway group and a textbook reference for the zero-commission, internet-first auto insurance model that Tokio Marine Direct operates. Useful strategic and benchmark comparable despite geographic difference.
• Progressive (Snapshot UBI): US insurer widely credited with commercializing usage-based auto insurance via telematics - the closest global analogue to Tokio Marine Direct's distance-based premium and app-driven driving-behaviour engagement model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/edsp_official
• YouTubeyoutube.com/channel/UCzhC1bUQIPWgfUbSuxUno-Q
• Facebookfacebook.com/edesign.ande

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 E Design Insurance