Hoken window group

Name

Hoken window group

Legal name

ほけんの窓口グループ株式会社 (Hoken no Madoguchi Group Inc.)

Website

https://hokennomadoguchi.co.jp

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Hoken no Madoguchi Group is Japan's largest walk-in insurance agency, operating 700+ stores across 47 prefectures and offering free, multi-carrier insurance consultations to individual consumers. Founded 1995 and a subsidiary of Itochu Corporation, the company serves over 1.88 million contract holders.

Ownership category

akta.pro rank

Product category

Insurance Agency Services

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282)

akta.pro primary industry

Captive Insurance Advisory & Management (FSAEADAF)

akta.pro secondary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Insurance agency services
• Life insurance brokerage
• Non-life insurance
• NISA financial advisory
• Corporate insurance consulting

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 保険代理店手数料: 保険契約成立時に保険会社から代理店手数料（コミッション）を受領。同一商品・同一保障内容であれば保険料は変わらない。複数の保険会社（40社以上）と提携し，生命保険・損害保険の手数料収入を得る。
2. 金融商品仲介業収入: NISA・iDeCo等の金融商品の紹介・媒介による手数料収入。2024年1月より金融商品仲介業登録完了・業務開始。
3. 銀行代理業収入: auじぶん銀行の住宅ローン媒介による手数料収入。2026年4月1日付で銀行代理業委託契約締結・業務開始。

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Hoken no Madoguchi Group is a comprehensive insurance agency that operates walk-in insurance shops where licensed consultants help individual and corporate customers compare and select policies from more than 40 insurance companies across life, damage (non-life), and small-amount short-term insurance. Beyond insurance placement, the firm provides unlimited free face-to-face insurance consultations, second-opinion reviews of existing policies, financial planner (FP) advisory, NISA/iDeCo investment product intermediary services, and au Jibun Bank mortgage loan intermediation, positioning itself as a one-stop 'total life consulting' platform.

Product overview

Hoken no Madoguchi operates a multi-channel insurance distribution platform under the 'ほけんの窓口' brand, comprising directly operated stores, partner stores, and bank alliance stores. The core offering is a face-to-face insurance consulting and sales service working with over 40 insurance companies across life, damage, and small-amount short-term insurance. The platform is anchored by the main '来店型保険ショップ' (walk-in insurance shop) and expanded through specialized service modules: 'ほまどNIS相談室' for NISA investment consultations, 'くらしの相談窓口' for combined insurance and smartphone consultations, and digital tools including 'あすナビ' life plan simulation and 'オカネコ' household financial diagnostics. The company also holds financial product intermediary and bank agency licenses, enabling cross-selling of investment and mortgage products within the same consulting framework.

Differentiator

Problem solved

Functional benefit

Brands

• あすナビ (Asu Navi): Life plan simulation system for visualizing individual lifestyle and values-based financial planning, launched December 2025
• ほまどNIS A相談室 (Homado NISA Counseling Room)

Products and services

• Walk-in Insurance Shop (ほけんの窓口)
• Homado NISA Counseling Room (ほまどNISA相談室)
• Financial Product Intermediary Services (NISA / iDeCo)
• Bank Agency Mortgage Loan Intermediation (au Jibun Bank)
• Kurashi no Soudan Madoguchi (ほけんの窓口 & スマホの窓口)
• Corporate Insurance Consultation (法人保険のご相談)
• Mail-Order Insurance Sales (通信販売)
• Sign Language / Writing / Video Relay Chat Service
• Asu Navi (あすナビ) Life Plan Simulation

Quantifiable outcome

• ご契約者数174万人超（2023年時点）→188万人超（2025年6月末時点）に增加
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

19 partnerships are on record, tiered core, supporting and minor.

• auじぶん銀行株式会社coreStrategic or Co-development Partner · 1 April 20262026年4月1日，银行代理業委託契約を締結。ほけんの窓口はauじぶん銀行の住宅ローン商品の媒介業務を開始。住宅ローン相談，提供だけでなく商品のご提案，实现了お客骨の多様なライフプランに合わせたトーULライフコンサルティング。
• コネクシオ株式会社coreStrategic or Co-development Partner · 28 October 2022新コンセプトショップ「くらしの相談窓口（ほけんの窓口＆スマホの窓口）」を展開。保险相談とスマホの料金相談を組み合わせた店舗。 жизнь решение。
• 株式会社400FsupportingTechnology or Integration家計診断・相談サービス「オカネコ」を利用し，お金に関するお客骨とファイナンシャル・プランナーをオンラインで繋ぐ。FP相談の強化のための連携。
• ANYCOLOR株式会社minorGTM or Marketing PartnerVTuberグループ「にじさんじ」とのコラボ配信。2023年11月27日ライブ配信實施。お金に関する勉強体验を楽しくお届け。
• 株式会社LHLsupportingGTM or Marketing Partner保険ショップ検索・予約サイト「保険相談ニアエル」への直営店462店舗（2023年11月時点）の掲載を開始。お客骨との接点拡大。
• 株式会社 проте크（Proteck）coreOthers九州で保険ショップ事業を운영する保险代理店。全株式取得（2025年5月）及ぴ2025年10月1日吸收合併（予定）。将来的統合を目指す。
• 株式会社F.L.PcoreOthers関東・関西を中心に保险ショップ事業を운영する保险代理店。全株式取得（2025年8月）及ぴ2025年12月1日吸收合併（予定）。将来的統合を目指す。
• 株式会社保険ひろばcoreOthers山口県周南市で来店型保険ショップ「保険ひろば」を운영。全株式（720株・90%）取得に合意（2025年7月）。2026年7月1日吸收合併の予定。
• マニュライフ・ファイナンシャル・アドバイザーズ株式会社supportingOthersマニュライフ生命中нимодателより全株式取得に合意（2025年8月）。幅広いお客骨層와의接続拡大を目指す。
• 株式会社保険ひろばcoreOthers2026年4月21日開催の取締役会决议により、2026年7月1日を怰力発生日とし子公司保険ひろばを吸收合併することを决议。
• 株式会社プラスヴォイスsupportingTechnology or Integration手話・筆談・チャットサービスの提供に向け提携。耳や言葉の不自由なお客骨が电视電話で通了オペレーターを通じて相談できる環境を実現。
• 楽天証券株式会社supportingTechnology or Integration金融商品仲介業における所属金融商品取引業者等として、NISA・投信販売等服务を提供。
• 株式会社スマートプラスsupportingTechnology or Integration金融商品仲介業における所属金融商品取引業者等として、证券等服务を提供。
• 南都銀行coreChannel Partner/ Reseller/ Distributor2018年7月業務提携契約締結。提携銀行店舗「ほけんの窓口＠南都銀行」を複数店舗展開（フォレストモール岩出店・イオンモール大和郡山店等）。
• 中国銀行coreChannel Partner/ Reseller/ Distributor業務提携に基づき「ほけんの窓口＠中国銀行 ちゅうぎん丸亀ライフプランセンター」等を展開。
• 静岡銀行coreChannel Partner/ Reseller/ Distributor2016年6月業務提携契約締結。「ほけんの窓口＠しずぎん 掛川店」「ほけんの窓口＠しずぎん 静岡店」等を展開。
• 名古屋銀行coreChannel Partner/ Reseller/ Distributor業務提携に基づき「ほけんの窓口＠名古屋銀行 ほけんプラザ日進」を2025年9月开设（予定）。
• 株式会社キャピタル・アセット・プランニングsupportingTechnology or Integrationライフプランシミュレーションシステム「あすナビ」の構築を依頼。システム提供・構築運用保守に強みを持つ。
• AIG損害保険株式会社minorGTM or Marketing Partner「交通安全ゲーム」の提供。親子向け交通安全教育イベント「ファミリーロードセーフティー」の共催。

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• SOMPO Holdings: Major Japanese insurance conglomerate with life, P&C, and asset management businesses including SOMPO Himawari Life. Operates in the same broader insurance ecosystem as both carrier and distribution competitor to the agency model.
• Sumitomo Life Insurance Company: Major Japanese mutual life insurer with broad product offerings and multi-channel distribution including traditional agency and group channels. Counterparty in Hoken no Madoguchi's brokerage relationships and broader life insurance incumbent.
• Dai-ichi Life Holdings: Japan's largest life insurance group with broad product portfolio and proprietary sales channels. Acts both as a key carrier counterparty for Hoken no Madoguchi's brokerage business and as a broader financial services incumbent offering competing distribution.
• Aflac Life Insurance Japan: One of Japan's leading cancer and life insurers and a key carrier partner whose products are placed through Hoken no Madoguchi's brokerage. Larger and broader incumbent with its own direct sales force competing for similar life insurance customers.

Emerging players

• WealthNavi: Japan's leading robo-advisor offering automated NISA-eligible investment portfolios. Competes for the same long-term asset-formation wallet that Hoken no Madoguchi addresses through its Homado NISA room and FP advisory services.
• ZUU Group: Digital financial services platform providing financial advisor matching, online media content, and M&A advisory. Partially overlaps with Hoken no Madoguchi's financial planning and NISA advisory services through a digital-first GTM.
• Money Forward: Japanese personal finance SaaS and platform business offering household budgeting, asset management, and insurance comparison services. Adjacent and partially overlapping emerging competitor targeting the same personal finance/FP customer base with a digital-native model.

Direct peers

• Iric Corporation (Hoken Clinic / 保険クリニック): Operates the '保険クリニック' walk-in insurance shop chain using a multi-carrier comparison model with proprietary insurance diagnostic systems. Directly comparable business model and target customer base as Hoken no Madoguchi's walk-in shop offering.
• Advance Create: Major Japanese insurance agency chain operating the '保険見直し本舗' walk-in shop format across multiple prefectures. Competes head-to-head with Hoken no Madoguchi in multi-carrier insurance brokerage for individual consumers with overlapping storefront distribution and FP-led consulting.

Others

• Jiho Co., Ltd. (じほう): Major Japanese insurance industry information, publishing, and event services company serving the same Japanese insurance sector ecosystem. Provides media, training, and industry data services that support insurance agencies like Hoken no Madoguchi.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@hokennomadoguchi
• Instagraminstagram.com/hokennomadoguchi_official
• TikToktiktok.com/@hokennomadoguchi

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 Hoken window group