Plan-B

What Plan-B does

Plan-B is a Japanese digital marketing company headquartered in Osaka with a regional headquarters in Tokyo, tracing its origins to 2013. The firm operates four business segments: Digital Marketing services (SEO consulting, content production, web advertising, and website development), Marketing DX (proprietary SaaS tools including the SEARCH WRITE SEO operations platform with LLMO Dashboard and SEO Agent features, and the Cast Me! influencer marketing platform), ASP (performance-based influencer and search advertising via Comiful), and Media (INUNAVI pet lifestyle web media and the PINTO! owned marketing knowledge site). Plan-B serves primarily Japanese SMEs (10-299 employees) and B2B companies across industries such as telecommunications, pharmaceuticals, IT, and education, addressing pain points that survey data identifies as insufficient marketing personnel (42%) and insufficient marketing strategy (38.5%) among Japanese SMEs, with 64.5% of which rely on outsourcing for upstream marketing strategy. Named enterprise customers include NTT West, Synergy Marketing, Tokai Techno, Okapi Pharmacy System, Otsuka Shoji, and Code Camp.

The company's technology stack is anchored by three proprietary platforms: SEARCH WRITE, which unifies SEO strategy design, execution, and outcome recording with AI-driven AI-search visibility features; Cast Me!, a data-driven influencer matching and campaign management platform backed by accumulated influencer data; and Comiful, a performance-based affiliate service provider focused on influencer campaigns. Revenue is generated through four streams: professional services contracts (SEO, advertising, content, influencer consulting), SaaS subscriptions for SEARCH WRITE and Cast Me!, performance-based fees (成果報酬) from Comiful and other ASP operations, and media advertising across INUNAVI and PINTO!. Go-to-market combines direct enterprise field sales, inside sales handling inbound inquiries, self-service SaaS sign-up, and event-driven demand generation including the Marketing LEADERS 2026 conference.

In 2025-2026 PLAN-B formalized an AI Marketing Division, secured all three TikTok Shop partner qualifications (TSP/TAP/CAP), launched the MISÉ creator collective, and entered a strategic partnership with Glad Cube to bundle content assetization and video customer service with influencer marketing. The firm holds ISMS certification, MSA membership, and recognitions including the ITreview Grid Award 2026 Spring High Performer for Cast Me! and design awards (CSS Design Awards, Awwwards). It is privately held, with no disclosed external investors, parent company, or capital raises in the provided data.

Name

Plan-B

Legal name

株式会社PLAN-B（プランビー）デジタルマーケティングカンパニー

Website

https://plan-b.co.jp

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Plan-B is a Japanese digital marketing company providing SEO consulting, influencer marketing, proprietary SaaS tools (SEARCH WRITE, Cast Me!), performance-based advertising, and owned media, primarily serving SMEs and B2B clients across diverse industries in Japan.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (541810), Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Content Strategy & Planning (BPAFAIAG)

akta.pro secondary industries

Influencer Campaign Strategy & Planning (BPAFAHAC), B2B / Industrial Market Research (MPAAALAA), Go-to-Market (GTM) Strategy & Planning (MPAAAFAA)

Keywords

• Digital marketing services
• SEO consulting
• Influencer marketing platform
• Marketing SaaS tools
• Affiliate advertising services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Marketing Consulting Services: Project-based and retainer consulting services for SEO, advertising, content marketing, website production, and influencer marketing. Revenue generated through professional services contracts with B2B clients.
2. SaaS Platform Subscriptions: Monthly/annual subscriptions for SEARCH WRITE (SEO tool), Cast Me! (influencer platform), and Comiful (influencer ASP). Revenue recognized on a subscription or usage basis.
3. ASP / Performance-based Advertising: Comiful operates as an Affiliate Service Provider with performance-based billing — advertisers pay on a成果報酬 (outcome-based) basis for new customer acquisition. Plan-B also runs ASP advertising on a成果報酬条件 (performance fee) basis.
4. Media and Content: Web media operations including INUNAVI (pet lifestyle media) and PINTO! (owned content/marketing knowledge site) contributing to diversified revenue through advertising and affiliate mechanisms.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Plan-B is a Japanese digital marketing company that provides integrated consulting services spanning SEO, web advertising, influencer marketing, content production, and website development. The company also develops and sells proprietary SaaS platforms — SEARCH WRITE (SEO operations tool), Cast Me! (influencer marketing matching platform), and Comiful (influencer-focused affiliate service provider) — and operates owned media properties including INUNAVI (pet lifestyle) and PINTO! (marketing knowledge).

Differentiator

Problem solved

Functional benefit

Brands

• SEARCH WRITE: SEO operation tool that enables efficient content SEO operations from strategy design to implementation and result recording.
• Cast Me!
• Comiful
• INUNAVI
• PINTO!

Products and services

• Digital Marketing Consulting
• SEARCH WRITE
• Cast Me!
• Comiful
• INUNAVI
• MISÉ (Creator Produce Collective)
• LLMO Services
• PINTO! (Owned Media)

Quantifiable outcome

• Survey: 38% of SMEs have dedicated marketing department; 42% cite insufficient personnel/resources; 38.5% cite insufficient marketing strategy as top challenge
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature5 records

Partnerships

One partnership is on record.

• Glad CubecoreStrategic or Co-development Partner · 30 March 2026PLAN-B and Glad Cube entered into a strategic business partnership in March 2026. The partnership combines PLAN-B's content assetization capabilities with Glad Cube's video customer service technology to enhance influencer marketing outcomes. Together they aim to maximize results from influencer initiatives by offering integrated solutions targeting business growth.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SEMrush: Global SEO and digital marketing SaaS platform. Competes with SEARCH WRITE on SEO tooling and with PLAN-B consulting on integrated digital marketing, but operates at much larger scale.
• Septeni Holdings: Public Japanese digital marketing holding company with advertising agency operations and proprietary digital platforms. Larger-scale direct competitor in Japanese digital marketing services with broader international presence.
• HubSpot: Global CRM and marketing platform with SEO tools, content marketing, and agency partnerships. Operates as a broad incumbent alternative for enterprise and mid-market digital marketing buyers evaluating PLAN-B's integrated stack.
• Digital Holdings: Public Japanese digital marketing group operating multiple agencies and SaaS products across SEO, advertising, and content. Direct competitive overlap with PLAN-B's digital marketing and marketing DX business units.
• Ahrefs: Global SEO/SaaS platform serving content marketers worldwide. Competes with SEARCH WRITE as a feature-leading global alternative, with stronger international brand but weaker local Japanese market presence.
• Hakuhodo IREP: Hakuhodo Group's digital marketing subsidiary offering SEO, performance marketing, and analytics services for Japanese enterprises. Larger incumbent competitor in the same customer segments.

Direct peers

• Allied Architects: Japanese digital marketing company providing SEO, advertising, influencer marketing, and content services with proprietary tools. Closest direct comparable by business model and product mix.
• Ferret: Japanese marketing SaaS company offering SEO tools, content marketing, and inbound marketing software. Competes directly with SEARCH WRITE in the Japanese SMB SEO tool market.
• Find Job! / IREP-style influencer platforms (BitStar): Japanese influencer marketing platform and MCN operating TikTok, YouTube, and Instagram creator campaigns. Direct competitor to Cast Me! and Comiful in the Japanese influencer matching and ASP market.

Emerging players

• Repro: Japanese marketing SaaS company focused on customer engagement, analytics, and push notification platforms. Adjacent competitor in Japanese marketing DX with overlapping customer base but different product focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PLAN-B_web
• Facebookfacebook.com/planb.co.jp
• Xx.com/planb_corp

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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 Plan-B