Hoken No. 110

What Hoken No. 110 does

Hoken No. 110 (保険110番) is a Japanese multi-carrier insurance agency (乗合代理店) headquartered in Fukuoka, Japan. Founded in 2005/2006 and operating as a subsidiary of Nippon Life Group (日本生命グループ) under parent company LHL Co., Ltd., the company functions as an independent insurance intermediary that compares and sells products from 40+ insurance carriers, including 27 life insurers, 16 damage insurers, and 5 short-term insurance providers. The company has scaled to 125+ physical offices across Japan with 251-500 employees, providing in-person insurance advisory services to individual consumers.

The company's core offering is free insurance consultation services, where consumers receive advisory support for selecting life, property/casualty, and short-term insurance products without paying direct fees. Revenue is generated through commissions paid by the 40+ insurance carrier partners when policies are sold. This B2C distribution model positions Hoken No. 110 as a one-stop comparison and advisory shop, leveraging physical retail presence and carrier breadth to differentiate from single-carrier agents. The company has secured the #1 ranking in the Oricon Customer Satisfaction Survey for three consecutive years (2023-2025), indicating consistent service-quality positioning.

Operationally, the business combines traditional insurance brokerage with multi-location retail expansion. The 125+ office footprint provides geographic accessibility across Japan, while the carrier-agnostic model allows advisors to recommend products across a broad competitive landscape rather than being tied to a single insurer's product suite. Corporate governance is led by CEO 山本真一郎 (Yamamoto Shinichiro), with strategic alignment to Nippon Life Group's distribution priorities. No disclosed external funding, revenue figures, or AI/technology platform capabilities are evidenced in the available data.

Name

Hoken No. 110

Legal name

株式会社ほけんの110番

Website

https://e-hoken110.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Hoken No. 110 is a Japanese multi-carrier insurance agency (subsidiary of Nippon Life Group) operating 125+ offices, offering free consumer advisory across 40+ insurance carriers and ranked #1 in Oricon Customer Satisfaction for three consecutive years.

Ownership category

akta.pro rank

Headquarters

HQ city

Fukuoka

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Hoken No. 110 operates as a comprehensive insurance agency (乗合代理店) earning commission fees from insurance companies for policy placements and renewals. Consultations are provided free of charge to customers as the company receives commissions from partner insurance companies upon successful policy sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hoken No. 110 operates as a multi-insurer insurance agency (乗合代理店) providing free, advisory-driven consultation and policy placement services across life, medical, cancer, fire, automobile, and pet insurance from over 40 partner insurance companies. The company delivers these services through a nationwide network of 125+ physical consultation offices, online video consultations, home-visit appointments, and an online policy purchase portal, generating revenue from commissions paid by insurance carriers on policy placements and renewals while offering comprehensive free after-sales support including claims processing.

Product overview

Hoken No. 110 is a Japanese insurance comparison and consultation service operating a nationwide network of over 125 physical shop locations plus online and home-visit consultation options. The company functions as a multi-insurer agency (乗合代理店) partnering with more than 40 life insurance companies, 16 non-life insurance companies, and 5 small-amount short-term insurance companies. Their core offering combines three consultation formats—in-store, online, and home-visit—allowing customers to compare and purchase insurance products across multiple providers with free professional advice. The service is provided free of charge to customers, with revenue generated from commissions paid by partner insurance companies. Additional services include post-contract support for claims processing, policy changes, and policy reviews.

Differentiator

Problem solved

Functional benefit

Products and services

• In-store Insurance Consultation (来店保険相談) Free in-person insurance consultation service where customers visit physical shop locations to receive expert advice and policy comparison from financial planners across 40+ partner insurance companies. Available to individual consumers and corporate clients nationwide.
• Online Insurance Consultation (オンライン保険相談) Free remote insurance consultation service delivered via video call, allowing customers to receive professional insurance guidance from home using PC or smartphone without visiting a physical location.
• Home-Visit Insurance Consultation (訪問保険相談) Free home-visit insurance consultation service where insurance planners travel to the customer's preferred location (home, cafe, or office) to provide personalized insurance advice and policy comparison across life, medical, automobile, and fire insurance.
• Online Insurance Purchase (ネットで入れる保険) Online insurance enrollment service allowing customers to directly purchase insurance products through the company's website using mobile phone or PC, enabling self-serve digital policy acquisition without in-person consultation.
• Multi-Insurer Product Network (40社以上の保険会社ネットワーク) Aggregation and distribution network with over 40 insurance companies enabling objective comparison and recommendation of life insurance (27 companies), damage insurance (16 companies), and small-amount short-term insurance (5 companies). Major partners include Nippon Life, Sumitomo Life, Meiji Yasuda, Tokio Marine, Sompo Japan, and Mitsui Sumitomo Insurance.

Quantifiable outcome

• 3 consecutive years #1 in Oricon Customer Satisfaction Survey for insurance shop category
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Three partnerships are on record, tiered core.

• Nippon Life Insurance (日本 생명相互会社)coreOthersNippon Life Insurance is part of the Japan Life Group (日本生命グループ企業) to which Hoken No. 110 belongs. As a mutual insurance company, Nippon Life represents the parent group relationship and provides the primary insurance product supply for the agency's consultation services.
• LHL Co., Ltd. (株式会社LHL)coreStrategic or Co-development PartnerLHL is the parent company operating Hoken No. 110. The company also operates other insurance consultation platforms including 'Hoken Near' (保険相談ニアエル) and 'Kuraberu Hoken Navi' (くらべる保険なび). LHL conducts customer satisfaction surveys for Hoken No. 110.
• 40+ Insurance CompaniescoreOthersPartnership with over 40 insurance companies including major life insurers (Nippon Life, Sumitomo Life, Meiji Yasuda, etc.) and damage insurers (Tokio Marine, Sompo Japan, Mitsui Sumitomo Insurance, etc.) enabling comprehensive product comparison for customers.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• ほけんの窓口 (Hoken no Madoguchi): Largest direct competitor in the Japanese multi-carrier insurance consultation shop category, operating a similar multi-channel (store, online, home visit) free-consultation model across 40+ life and non-life carriers. Closest comparable by business model, customer segment, and partner breadth.
• 保険ガーデン (Hoken Garden): Japanese insurance shop operator running multi-carrier consultation and policy placement services. Comparable retail-agency model targeting individual consumers seeking independent advice across life and non-life products.
• 保険クリニック (Hoken Clinic): Nationwide Japanese insurance shop chain providing free multi-insurer comparison and consultation services across life and non-life products. Directly comparable by retail footprint, multi-carrier comparison model, and individual consumer focus.
• 保険テラス (Hoken Terrace): Japanese insurance shop chain offering free multi-insurer consultation for life, medical, cancer, and P&C insurance. Direct peer in the multi-carrier retail agency segment serving individual consumers nationwide.
• みつばち保険 (Mitsubachi Hoken): Japanese insurance agency providing free multi-carrier comparison and consultation services across life and non-life insurance. Comparable business model with similar customer base and partner-driven product offering.
• 保険見直し本舗 (Hoken Minaoshi Honpo): Major Japanese insurance agency chain offering free multi-insurer comparison and policy review via physical shops and online channels. Operates the same independent multi-insurer intermediary model with similar individual-consumer targeting and commission-based revenue.
• 株式会社アドバンスクリエイト (Advance Create Co., Ltd.): Publicly listed Japanese insurance agency group operating '保険市場' marketplace and multi-channel insurance distribution. Highly comparable in product breadth and multi-channel strategy, with disclosed financials that provide benchmarking for Hoken No. 110's scale.
• 保険マンモス (Hoken Mammoth): Japanese insurance agency offering free consultation and product comparison across multiple life and non-life insurers, primarily through home-visit and online channels. Comparable business model focused on individual consumers and advisory-driven sales.
• 保険デザイン (Hoken Design): Japanese insurance shop/agency chain providing free multi-carrier comparison for life and non-life insurance products. Closely comparable retail-agency model targeting individual consumers with commission-based revenue.

Emerging players

• Policygenius: US-based online insurance comparison and brokerage platform that disrupted traditional US insurance distribution. Relevant as a digital-first emerging player demonstrating how multi-carrier intermediation can scale outside physical retail, informing Hoken No. 110's long-term competitive risk.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 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 Hoken No. 110