Kakaku.com insurance

What Kakaku.com insurance does

Kakaku.com Insurance is a multi-insurer insurance agency (乗合代理店) and a wholly owned subsidiary of Kakaku.com, Inc., the operator of Japan's well-known price comparison platform. Founded in April 2005 and headquartered in Shimbashi, Tokyo, the company matches individual consumers, small businesses, and condominium associations with insurance products from approximately 70 partner insurers across life, non-life, and small-amount short-term categories. As of October 2024, it employed 138 staff.

The company distributes through a multi-channel model combining the price.com insurance comparison website, telephone advisory, in-person stores, home-visit consultations, and a network of partner financial planner (FP) agencies. It offers 231 products on its platform, including exclusive limited plans developed with carriers such as Lifenet, Tokio Marine, and FPC. Recent product activity has included the launch of dementia insurance (August 2024), variable insurance (April 2025), and a motorcycle insurance redesign (August 2025). A proprietary Customer Voice Management System aggregates user reviews to rank and compare insurers on the platform.

Kakaku.com Insurance earns revenue on a commission basis from its carrier partners, with policy sales funneled through its owned channels and partner FP agencies. Distribution leverage comes from the parent Kakaku.com brand and audience, while the company's footprint has been extended through additional physical store openings across the Tokyo metropolitan area, Nagoya, and selected regional cities. A co-recruitment agent network initiative covering more than six FP partner agencies is targeted for May 2026.

Name

Kakaku.com insurance

Legal name

株式会社カカクカム・インシュアランス

Website

https://kakakucom-insurance.co.jp

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Kakaku.com Insurance is a Tokyo-based multi-insurer insurance agency and wholly owned subsidiary of Kakaku.com, Inc., distributing 231 products from 70 partner insurers to Japanese consumers, SMEs, and condominium associations via its price.com insurance platform, phone, stores, and FP partner network.

Ownership category

akta.pro rank

Product category

Insurance Brokerage & Comparison Platform

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321), Life Insurance (6311)

akta.pro primary industry

Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA)

akta.pro secondary industries

Mid-Market Commercial Package (Package Policies) (FSAJAFAB), Travel & Accident (Non-Life) Insurance (FSAJAMAN)

Keywords

• Insurance comparison platform
• Multi-insurer agency
• Insurance brokerage services
• Insurance consultation services
• Online insurance marketplace

Headquarters

HQ city

Shimbashi

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: Kakaku.com Insurance acts as a multi-insurer agency (乗合代理店), earning commissions from life insurance companies, non-life insurance companies, and small-amount short-term insurers for policies placed through the platform and consultants. The company receives agency fees from insurance companies based on placed policies.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Kakaku.com Insurance operates the 価格.com保険 (Kakaku.com Insurance) platform, an online insurance comparison and advisory marketplace that aggregates 231 insurance products from approximately 70 partner insurance companies across life, medical, cancer, fire, earthquake, travel, automobile, pet, nursing care and other categories. The platform combines self-service comparison and quote tools with multi-channel advisory services, including phone-based consulting, in-person consultations at the Shimbashi store, online video consultations, and a co-recruitment agent network for home visits. Revenue is generated via commissions paid by insurer partners when policies are placed through the platform.

Product overview

Kakaku.com Insurance (株式会社カカクコム・インシュアランス) operates the 価格.com 保険 platform — a multi-category online insurance comparison and consultation marketplace — as a subsidiary of Kakaku.com. The platform aggregates 231 insurance products from 70 partner insurers (28 life, 24 non-life, 18 small-sum short-term) and serves as both a product comparison engine and a licensed insurance agency providing consultations. The core product is the 価格.com 保険 website, which is augmented by add-on services including パーソナル保険診断 (personalized insurance diagnosis), FP相談サービス (FP consultation), 火災保険一括見積もり (fire insurance bundling quotes), 火災保険コンサルティング (fire insurance consulting), 対面保険相談 (in-person consultation at the Shimbashi store), and オンライン保険相談 (online video/phone consultation). The platform offers exclusive 価格.com保険 限定プラン products available only through its marketplace. Insurance categories span life, medical, cancer, disability income, nursing care, dementia, funeral, variable life, fire, earthquake, home contents, travel (domestic and overseas), automobile, motorcycle, bicycle, golf, skiing, and pet insurance, as well as corporate insurance. The company also publishes the annual 価格.com保険アワード to highlight top-performing products. The platform's comparison tools were progressively expanded with new category pages (bicycle in 2023, dementia in 2024, variable insurance in 2025), while service features include online reservation scheduling, agent home visits, and a customer voice management system for quality improvement.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 70 insurers partnered (28 life, 24 non-life, 18 small-amount short-term) as of March 2026
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• 株式会社GOESWELLminorChannel Partner/ Reseller/ Distributor · 1 May 2026Co-recruitment insurance agency partner (共同募集人) providing walk-in and home-visit insurance consultation services from their Tokyo Shinjuku office.
• マイコミュニケーション株式会社minorChannel Partner/ Reseller/ Distributor · 1 May 2026Co-recruitment insurance agency partner providing insurance consultation services from their Tokyo Yurakucho office.
• 株式会社アイリックコーポレーションminorChannel Partner/ Reseller/ Distributor · 1 May 2026Co-recruitment insurance agency partner providing insurance consultation services from their Tokyo Bunkyo office.
• 株式会社ライフプラザパートナーズminorChannel Partner/ Reseller/ Distributor · 1 May 2026Co-recruitment insurance agency partner providing insurance consultation services from their Tokyo Shinjuku office.
• ブロードマインド株式会社minorChannel Partner/ Reseller/ Distributor · 1 May 2026Co-recruitment insurance agency partner providing insurance consultation services from their Tokyo Ebisu office.
• 株式会社アイネクストminorChannel Partner/ Reseller/ Distributor · 1 May 2026Co-recruitment insurance agency partner providing insurance consultation services from their Takamatsu, Kagawa office.
• Sasuke Financial Lab株式会社minorChannel Partner/ Reseller/ Distributor · 1 May 2026FP consultation partner providing financial planning consultation services from their Tokyo Otemachi office.
• Gift Your Life株式会社minorChannel Partner/ Reseller/ Distributor · 1 May 2026FP consultation partner providing financial planning consultation services from their Tokyo Ginza office.
• 70 insurance companies (28 life, 24 non-life, 18 small-amount short-term)coreChannel Partner/ Reseller/ DistributorAs a multi-insurer agency (乗合代理店), the company maintains contractual relationships with 70 insurance companies, offering their products through the kakaku.com insurance platform. These include major insurers such as Tokyo Marine Nichido, Sompo Japan, Mitsui Sumitomo, Aioi Nissay Dowa, Sony Sompo, and others.

Scale indicators6 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• PolicyBazaar (PB Fintech): India's leading insurance and financial product aggregator, listed on Indian exchanges. Operates a multi-carrier comparison and advisory model that closely mirrors the kakaku.com insurance value proposition (multi-channel, parent-brand traffic, exclusive plans).
• InsWeb (インズウェブ): One of Japan's longest-running online insurance comparison aggregators, owned by Nihon Unisys. Directly comparable to kakaku.com insurance as a multi-carrier digital marketplace for life, auto, fire, and travel insurance products.
• Hoken Hosomichi (保険ほっとライン): A Japan-based multi-insurer agency offering both online comparison and physical store consultations across life, cancer, fire, and auto lines — directly comparable to kakaku.com insurance's omnichannel brokerage model.
• SelectQuote: US-based insurance comparison and distribution platform publicly listed on NYSE. Highly comparable on multi-carrier term life/auto/home distribution model with commissioned-agent sales teams — analogous business model to kakaku.com insurance at larger US scale.
• Hoken Ichiba (保険市場): Operated by Crasco Global — a Japanese online insurance comparison marketplace offering life, medical, cancer, fire, auto and pet products from multiple carriers, directly comparable to kakaku.com insurance's online aggregator model.
• Hoken-no-Madoguchi (保険の窓口): Japan's largest chain of face-to-face insurance consultation shops — the dominant physical-touchpoint competitor to Kakaku.com Insurance's Shimbashi store and home-visit services, operating hundreds of locations nationwide with multi-insurer advisory across life and non-life lines.

Broad incumbents

• LifeNet Insurance (ライフネット生命保険): Japan's pioneering online direct life insurer offering term, whole-life, and medical coverage direct-to-consumer. While LifeNet is an underwriter rather than an aggregator, it is a major kakaku.com insurance distribution partner and a structural threat to the aggregator model for those choosing direct purchase.
• Tokio Marine & Nichido (東京海上日動): Japan's largest P&C and a major life insurer — a critical distribution partner of kakaku.com insurance and a structural alternative if it leans further into its own direct digital channels. Material competitive threat on both supply and demand sides.

Emerging players

• Affiliate (アフィリンク) / Web Crew insurance comparison platforms: Smaller Japanese insurance affiliate marketing and comparison sites focusing on online lead generation for life and non-life insurance — partial overlap with kakaku.com insurance's digital aggregator motion, especially on SEO-driven top-of-funnel.
• MoneyForward (Insurance vertical): Japanese personal finance and SaaS platform that has expanded into insurance comparison and brokerage features. Overlaps with kakaku.com insurance on the consumer-aggregator thesis but bundled inside a broader personal finance management super-app.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Kakaku.com insurance