Shinsei Financial

Name

Shinsei Financial

Legal name

新生フィナンシャル株式会社 Shinsei Financial Co.,Ltd.

Website

https://shinseifinancial.co.jp

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Finance (Consumer Finance Business): Interest income from personal unsecured loans under the Lake brand. The company operates consumer lending business offering personal loans to individual customers with various interest-free periods and repayment options.
2. Guarantee Business (Partnership Business): Credit guarantee fees from 30 financial institution partners and 1 non-financial partner. Provides credit guarantee for partner banks' personal loan products, including product planning, customer acquisition support, credit strategy, system provision, and data analysis.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Shinsei Financial operates a consumer finance business under the "Lake" brand, providing unsecured personal card loans of up to 5 million yen to individual customers in Japan, with a fully digital Lake smartphone app, multiple repayment channels, and an industry-first 365-day interest-free service for new borrowers. It also runs a partnership business supplying credit guarantees, AI-based underwriting models, system infrastructure, and consulting to 30 regional financial institutions and 1 non-financial partner.

Product overview

新生フィナンシャル operates two main business segments: Consumer Finance (コンシューマーファイナンス事業) under the 'Lake' brand offering unsecured personal card loans, and Partnership Business (提携事業) providing credit guarantee services to regional financial institutions and partner companies. The company integrates with SBI Group's financial ecosystem to deliver consumer finance services. Core products include 'Lake' (unsecured card loan with up to 5 million yen, industry-first 365-day interest-free service), 'SBI Money Assistant' (unsecured personal loan launched 2024), 'FamilyPay Loan' (partnership with FamilyMart), and 'Lake de Omatsuri' (debt consolidation loan). Partnership business serves 30 financial institutions and 1 non-financial partner (as of March 2026) with total credit guarantee consulting services. A real estate secured loan product was discontinued in March 2024.

Differentiator

Problem solved

Functional benefit

Brands

• レイク (Lake): Card loan brand offering consumer finance services including the industry-first 365-day interest-free service

Products and services

• Lake (レイク) unsecured personal card loan Unsecured personal card loan offered to individual consumers in Japan with a borrowing limit of up to 5 million yen, accessible end-to-end through the Lake smartphone app (application, approval, borrowing, and repayment) and supported by 24/7 chat and phone service, ATM and convenience-store repayment channels, and physical stores with automated contract machines.
• SBI Money Assistant (SBI マネーアシスタント) unsecured personal loan Unsecured personal loan product for individual customers, launched in March 2024 with a 120-day interest-free introductory campaign for first-time contracts.
• FamiPay Loan (ファミペイローン) partnership loan Loan service offered in partnership with Famima Digital One (ファミマデジタルワン), providing credit guarantee for FamiPay-enabled loan services targeted at FamilyMart customers.
• Lake de Omote (レイク de おまとめ) debt consolidation loan Consolidation loan product under the Money Lending Act that combines multiple debts into a single loan with reduced interest rate and monthly payment to help customers resolve debt problems.
• Credit guarantee services for partner financial institutions (信用保証 / 提携事業) B2B credit guarantee services offered to 30 financial institution partners and 1 non-financial partner as of March 2026, including product planning, customer acquisition support, credit strategy, system provision, and data-analysis consulting for partner banks' personal loan products.
• 365-day interest-free service for new Lake contract customers Promotional interest-free service attached to the Lake card loan, providing a full 365-day interest-free period for eligible new contract customers, marketed as an industry-first consumer finance offer in Japan.
• Pay Charge / Pay Payment service (Payチャージ・Pay払い) Service launched in February 2025 that allows Lake customers to use Pay (mobile payment) services for both borrowing (charging) and repaying (paying) their loans.

Quantifiable outcome

• Industry-first 365-day interest-free service
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• きらやか銀行 (Kirayaka Bank)coreChannel Partner/ Reseller/ Distributor · 10 August 2023Guarantee partnership for the 'Kirayaka Plus' card loan product. Shinsei Financial provides credit guarantee services for the bank's personal loan offerings.
• 日本貸金業協会・大手4社コンソーシアム (Japan Consumer Finance Association + Major 4 Consumer Finance Companies)coreStrategic or Co-development Partner · 14 June 2023Financial literacy consortium established by Japan Consumer Finance Association and four major consumer finance companies including Shinsei Financial. Aims to promote consumer protection and prevent financial fraud.
• 筑邦銀行 (Chikugo Bank)coreChannel Partner/ Reseller/ Distributor · 17 February 2023Guarantee business partnership providing AI-based pre-credit models. Shinsei Financial supplies AI-powered credit assessment technology to support the bank's loan business.
• SBI e-SportsflagshipGTM or Marketing Partner · 2 May 2022Top partner sponsorship of pro gaming team SBI e-Sports. Supports e-sports players and teams including Apex Legends, Splatoon, and Smash Bros divisions. Celebrates 1st anniversary in May 2023.
• ファミマデジタルワン (Famima Digital One)coreStrategic or Co-development Partner · 13 December 2021Business partnership for FamiPay loan service launched December 2021. Shinsei Financial provides guarantee services for the FamiPay loan product offered through FamilyMart.
• 滋賀レイクスターズ (Shiga Lakestars)coreGTM or Marketing Partner · 1 December 2021Official partner of B.LEAGUE professional basketball team Shiga Lakestars since December 2021. Various co-branded activities including community events and SDGs projects.
• セカンドサイトアナリティカ (Second Site Analytica)coreTechnology or IntegrationAI analytics partnership for developing credit and purchase prediction models. Collaboration to provide AI-powered underwriting and customer targeting solutions to partner financial institutions.
• 公益財団法人大阪コミュニティ財団 (Osaka Community Foundation)minorOthersPartnership through the 'Lake Dream Future Youth Fund' established with Osaka Community Foundation. Fund supports youth sports and international exchange programs through donation fund management.

Scale indicators5 records

Recent moves10 records

Emerging players

• Money Forward, Inc. Money Forward is a Japanese fintech offering personal finance management, SaaS accounting, and adjacent lending services. It represents an emerging fintech player whose technology-enabled financial services intersect with Shinsei Financial's AI-driven digital consumer finance proposition.

Regional players

• SBI Sumishin Net Bank: SBI Sumishin Net Bank is a digital bank within the broader SBI ecosystem offering personal loans and deposits. While part of an allied group structure, it represents a related Japanese digital lending capability that overlaps with Shinsei Financial's Lake brand online application flow.

Direct peers

• Orient Corporation (Orico): Orico is a major Japanese consumer finance company offering credit cards, personal loans, and credit guarantees. It directly competes with Shinsei Financial in the personal loan and credit guarantee segments, serving both consumers and partner financial institutions.
• Aiful Corporation: Aiful is a major Japanese consumer finance company specializing in unsecured personal loans, credit guarantees, and loan servicing. It competes directly with Shinsei Financial in the personal loan segment and is part of the same major-4 consumer finance industry group.
• JACCS Co., Ltd. JACCS is a Japanese consumer finance and credit company offering personal loans, credit cards, and installment financing. It competes with Shinsei Financial in personal lending and credit guarantee services, with similar diversified product offerings.
• Acom Co., Ltd. Acom is one of Japan's largest consumer finance companies offering unsecured personal loans and credit card products. It directly competes with Shinsei Financial's Lake brand in the personal loan market and is a fellow member of the Japan Consumer Finance Association.
• SMBC Consumer Finance: SMBC Consumer Finance (Promise) is a subsidiary of Sumitomo Mitsui Financial Group and one of Japan's largest consumer finance providers. It is a direct competitor in unsecured personal lending and is also a member of the Japan Consumer Finance Association alongside Shinsei Financial.

Others

• SBI Shinsei Bank, Limited: SBI Shinsei Bank is the parent company of Shinsei Financial and operates a personal card loan product ('SBI Shinsei Bank Card Loan More Elegant') using Shinsei Financial as guarantor. It is the principal shareholder and primary intercompany counterparty rather than a market competitor.

Broad incumbents

• Mitsubishi UFJ Nicos: Mitsubishi UFJ Nicos is a major Japanese credit card issuer and consumer finance company under MUFG. It overlaps with Shinsei Financial in personal credit and card lending, but operates as part of a much larger banking group's broader financial services portfolio.
• Credit Saison Co., Ltd. Credit Saison is a major Japanese credit card and consumer finance company affiliated with the Saison Group. While primarily known for credit cards, it competes with Shinsei Financial in consumer lending and has overlapping personal loan offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/lakealsa
• LinkedInlinkedin.com/company/shinsei-financial

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Shinsei Financial