Rakuten Insurance Planning

What Rakuten Insurance Planning does

Rakuten Insurance Planning Co., Ltd. (楽天インシュアランスプランニング株式会社) is a Tokyo-based, privately held insurance agency and comparison platform operating the consumer-facing portal hoken.rakuten.co.jp. The firm is a subsidiary within Rakuten Insurance Holdings and functions as the multi-carrier distribution and brokerage arm of the broader Rakuten Group, representing more than 50 insurance companies across life, medical, cancer, income-protection, pet, fire, home contents, automobile, motorcycle, bicycle, domestic and overseas travel, study-abroad, golf, and cancellation insurance categories. Its core product is an online comparison and quotation platform augmented with free in-person consultation, a premium-simulation tool, a multi-insurer document-request service, and an application-volume ranking system, all wrapped in Rakuten ecosystem identity and rewards.

The business is run on a transaction-fee model, generating revenue primarily through carrier commissions on policies placed, with additional fee streams from merchant-facing products — the Rakuten Anshin Extended Warranty, credit-card chargeback compensation insurance, product liability insurance, and tiered cyber insurance for Rakuten Marketplace store owners — as well as from cross-sell into Rakuten Securities IFA-driven asset-formation services under a financial-instruments intermediary registration. Distribution spans a self-serve online portal, qualified-advisor in-person consultation, phone-based corporate auto sales for small fleets, and Rakuten ecosystem touchpoints (Rakuten Card, Rakuten Bank, Rakuten Securities, Rakuten Ichiba). Technology stack is ecosystem-integrated rather than proprietary: AI is applied for marketing-optimization CAC efficiency and explored for claims-liability automation using historical at-fault ratio data, both of which rely on Rakuten Group data assets rather than independent AI infrastructure.

Name

Rakuten Insurance Planning

Legal name

Rakuten Insurance Planning Co., Ltd.

Website

https://hoken.rakuten.co.jp

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Rakuten Insurance Planning is a Tokyo-based, Rakuten Group-affiliated multi-carrier insurance agency operating the hoken.rakuten.co.jp comparison platform for Japanese consumers, distributing 50+ insurers' life, P&C, and specialty products alongside merchant-facing warranty and cyber insurance.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: Revenue is generated through commissions from insurance companies for policies sold through the platform. The company acts as an insurance agency (募集代理店) representing multiple insurers across life, property, casualty, and small-amount short-term insurance categories.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Rakuten Insurance Planning operates a multi-insurer insurance comparison and brokerage platform (hoken.rakuten.co.jp) representing over 50 insurance companies across life, medical, cancer, income protection, pet, fire, home contents, automobile, motorcycle, bicycle, domestic/overseas travel, study abroad, golf, and cancellation categories. Customers can compare, simulate premiums, request documentation, consult advisors, and purchase policies online or in-person. The company also distributes the Rakuten Insurance Anshin Extended Warranty product and merchant-specific policies (chargeback, product liability, cyber) for Rakuten Ichiba store operators.

Product overview

Rakuten Insurance Planning operates a comprehensive insurance comparison platform (保険の比較/hoken.rakuten.co.jp) that serves as a one-stop portal for comparing and purchasing insurance products from multiple partner insurance companies. The platform offers a broad portfolio of insurance categories including life, medical, cancer, pet, fire, automobile, motorcycle, bicycle, travel, and golf insurance. Beyond consumer insurance comparison, the company provides specialized insurance services for Rakuten Market merchants including chargeback compensation insurance, product liability insurance, and cyber insurance. The core platform includes features for insurance consultation, premium simulation, document requests, and product rankings. The company leverages the Rakuten Ecosystem data for AI-powered marketing optimization and is exploring AI applications in claims processing.

Differentiator

Problem solved

Functional benefit

Products and services

• Insurance Comparison Platform (保険の比較 / Hoken no Hikaku) Comprehensive multi-insurer comparison and quotation platform enabling users to compare and purchase life, medical, cancer, pet, fire, automobile, motorcycle, bicycle, travel, and golf insurance from over 50 partner insurance companies. Includes premium simulation, document request, application volume rankings, and consultation booking across both online self-serve and in-person channels.
• Rakuten Insurance Anshin Extended Warranty (楽天あんしん延長保証) Extended warranty service that extends manufacturer coverage for products purchased on Rakuten Market. Available in two plans: Natural Failure (up to 5 years for home appliances, 3 years for PCs/tablets) and Natural Failure + Physical Damage, priced on a per-product-value tiered unit basis.
• Credit Card Chargeback Compensation Insurance (チャージバック補償団体保険) Group insurance system targeted at Rakuten Ichiba marketplace merchants, covering credit card chargeback fraud losses incurred through their e-commerce operations.
• Product Liability Insurance (PL保険) Product liability insurance for Rakuten Market merchants that covers damages caused by product defects sold in Japan via the Rakuten Ichiba marketplace.
• Cyber Insurance for Rakuten Store Owners (サイバー保険) Insurance product for Rakuten Market merchants providing data breach liability and cybersecurity expense coverage, offered in two subscription tiers (Mini and Standard) with monthly premiums scaled to merchant annual sales bands from ¥30 million to ¥1 billion.
• Zurich Super Automobile Insurance - Corporate (チューリッヒのスーパー自動車保険 法人) Corporate direct automobile insurance product distributed through an exclusive partnership with Zurich Insurance Company, targeted at small-fleet operators of 5 vehicles or fewer. Sold via phone-based sales and provides comprehensive coverage with 24/7 roadside assistance services.

Quantifiable outcome

• Achieved certification for meeting common and basic items of quality assessment standards for life insurance agency business

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Rakuten SecuritiescoreGTM or Marketing PartnerRakuten Insurance Planning partnered with Rakuten Securities to offer IFA (Independent Financial Advisor) services, allowing customers to receive free asset formation consultations in addition to insurance services. The company is registered as a financial product intermediary (金融商品仲介業者) with Rakuten Securities.
• Zurich Insurance CompanycoreChannel Partner/ Reseller/ DistributorExclusive distribution partner for Zurich's auto insurance products, including both individual and corporate auto insurance offerings. Active campaigns promoting Zurich auto and motorcycle insurance through the platform.
• Sony Sompo (Sony Property Casualty Insurance)coreChannel Partner/ Reseller/ DistributorDistributing Sony Sompo's auto insurance and travel insurance products through the Rakuten platform.
• SOMPO Direct (SOMPO Direct Casualty Insurance)coreChannel Partner/ Reseller/ DistributorDistributing SOMPO Direct's auto insurance products (おとなの自動車保険), fire insurance, and home contents insurance through the platform.
• Mitsui Direct General InsuranceminorChannel Partner/ Reseller/ DistributorDistributing Mitsui Direct's auto insurance products with promotional campaigns offering gift rewards.
• Rakuten Life InsurancecoreChannel Partner/ Reseller/ DistributorRakuten Group subsidiary insurance company whose products are prominently featured on the platform including Rakuten Life Super Term Insurance, Super Medical Insurance, and Super Cancer Insurance.
• Rakuten Property Casualty Insurance (Rakuten Sonpo)coreChannel Partner/ Reseller/ DistributorRakuten Group subsidiary insurance company offering bicycle insurance (サイクルアシスタント) and pet insurance (スーパーペット保険) featured on the platform.
• Sompo Japan InsuranceminorChannel Partner/ Reseller/ DistributorDistributing Sompo Japan's fire insurance (THEすまいの保険) and overseas travel insurance products through the platform.
• Axa Direct JapanminorChannel Partner/ Reseller/ DistributorDistributing AXA Direct's auto insurance products with promotional campaigns offering gift rewards.
• JTB Group / JI InsuranceminorChannel Partner/ Reseller/ DistributorDistributing JI Insurance's t@biho overseas travel insurance products for various travel purposes including tourism, business, study abroad, and working holiday.
• Mitsui Sumitomo InsuranceminorChannel Partner/ Reseller/ DistributorDistributing Mitsui Sumitomo Insurance products including bicycle insurance and golf insurance through the platform.
• 50+ Partner Insurance CompaniescoreChannel Partner/ Reseller/ DistributorThe company represents over 50 insurance companies across life insurance (朝日生命, SBI生命, FWD生命, オリックス生命, etc.), property/casualty insurance, and small-amount short-term insurance categories as a multi-insurer agency (乗合代理店).

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hoken Hiroba (保険の広場): Hoken Hiroba is an online insurance comparison platform in Japan providing multi-carrier quotes across life, medical, and P&C lines. It is a direct online-only competitor to Rakuten Insurance Planning's comparison interface.
• LIFULL Insurance Consultation (LIFULL保険相談): LIFULL's insurance consultation service operates a multi-carrier agency model combining online comparison with in-person advisory across Japan. It is a direct peer to Rakuten Insurance Planning in the digital-plus-human insurance advisory segment.
• Hoken Hot Line (保険ほっとライン): Hoken Hot Line operates Japan's largest physical insurance consultation shop chain with multi-carrier representation across online and offline channels. It competes directly with Rakuten Insurance Planning's in-person consultation offering and broader multi-carrier agency model.
• Hoken Clinic (保険クリニック): Hoken Clinic operates an insurance consultation chain in Japan combining physical shops with online comparison tools. It is a direct competitor in the multi-carrier agency space with overlapping target customers and product breadth.
• Kakaku.com Insurance (価格.com保険): Kakaku.com operates one of Japan's largest online price comparison platforms with a major insurance comparison vertical covering life, auto, and other categories. It directly competes with Rakuten Insurance Planning as a multi-carrier online insurance comparison destination in Japan.
• Hoken Minaoshi Honpo (保険見直し本舗): Hoken Minaoshi Honpo is a major Japanese insurance consultation chain offering multi-carrier advice across life, medical, and P&C lines. Its multi-channel agency model closely mirrors Rakuten Insurance Planning's in-person advisory service.
• Insurify: Insurify is a US-based AI-driven insurance comparison platform covering auto, home, and life with multi-carrier quoting. Its digital-first, AI-enabled comparison model is structurally analogous to Rakuten Insurance Planning's online platform.
• Policybazaar (PB Fintech): Policybazaar is India's leading online insurance aggregator and comparison platform, with a multi-carrier, multi-category model analogous to Rakuten Insurance Planning. It is a global direct peer in the digital insurance comparison category.

Broad incumbents

• GoCompare: GoCompare is a long-established UK insurance and financial product comparison platform covering multiple insurance categories. It is a broader incumbent peer with overlapping multi-carrier comparison functionality, though operating in a different geography and with a more mature feature set.

Regional players

• MoneyHero Group: MoneyHero Group operates insurance and financial product comparison platforms across Hong Kong and Southeast Asia. It is a regional peer with a similar multi-carrier comparison model, though focused on different Asian geographies than Rakuten Insurance Planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Rakuten Insurance Planning