Lifull

What Lifull does

LIFULL Co., Ltd. is a Tokyo-headquartered, publicly-listed (TSE Prime, ticker 2120) digital platform company that operates Japan's largest housing and real estate information portal, LIFULL HOME'S. Founded in 1997 as HOME'S and reorganized under the LIFULL corporate entity in 2009, the company serves two primary customer segments: home-seeking consumers (freemium access via web and mobile app with 10M+ cumulative downloads) and real estate agencies/property management companies (B2B subscription and advertising). The underlying technology stack includes the proprietary KEEL application platform supporting service infrastructure, AI-powered fraud detection with 87% accuracy, conversational AI search (LIFULL AI / AIホームズくん), an Omakase AI Voice Agent, and Apple Vision Pro immersive model rooms.

Revenue is generated primarily through B2B listing fees, advertising, and lead-generation commissions from real estate companies subscribing to the platform. The company has expanded into adjacent housing lifecycle services through 20+ wholly-owned subsidiaries spanning senior care housing search (LIFULL 介護), investment property portals (Kenbiya), real estate crowdfunding, regional revitalization with 760+ municipal government partnerships, succession planning, childcare support (LIFULL FaM), prefabricated housing (Instant House), and co-living (LivingAnywhere Commons). International presence includes development subsidiaries in Vietnam (2017) and Malaysia (2023), a global property aggregation platform (LIFULL Connect, formerly Trovit, acquired 2014), and a Thailand partnership (2026), with services spanning 63 countries. The FRIENDLY DOOR network of 7,000+ partner stores connects vulnerable housing seekers (elderly, foreign nationals, LGBTQ+, disabled) with inclusive real estate agents.

Name

Lifull

Legal name

株式会社LIFULL

Website

https://lifull.com

Company type

Public

Founded year

2009

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

LIFULL operates Japan's largest housing and real estate information portal (LIFULL HOME'S) serving home-seeking consumers and real estate agencies, supplemented by 20+ subsidiaries spanning senior care, investment property, regional revitalization, and AI-powered fraud detection across 63 countries.

Ownership category

akta.pro rank

Product category

Online Real Estate Marketplace

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (531210)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

akta.pro secondary industries

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE), Land & Development Site Brokerage (BPAJABAG)

Keywords

• Real estate listings
• Housing information platform
• Property search marketplace
• Senior care housing
• Real estate crowdfunding

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Real Estate Listing Fees: Real estate companies and property management companies pay to list properties on LIFULL HOME'S platform
2. Advertising Revenue: Revenue from displaying advertisements to users on the platform, including banner ads and promoted listings
3. Lead Generation / Consultation Services: LIFULL HOME'S 住まいの窓口 (Housing Consultation Window) connects users with housing advisors and earns referral/comission fees
4. Premium Services for Real Estate Companies: B2B services including Outstanding Provider certification, enhanced listing features, and data analytics for real estate companies
5. Home's Services Segment: Core housing information services segment driving 7% revenue growth in FY2025

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

LIFULL operates Japan's largest real estate and housing information marketplace under the LIFULL HOME'S brand, connecting home seekers with property listings from thousands of real estate agencies. The platform is free for consumers and monetized primarily through B2B subscription listing fees, advertising, and referral/consultation fees from real estate companies and management firms. The portfolio extends into senior care housing search, regional revitalization services, real estate crowdfunding, investment property portals, and prefabricated housing products.

Product overview

LIFULL operates a diversified platform business centered on its core property information service LIFULL HOME'S, Japan's largest real estate and housing portal. The platform provides comprehensive housing search across rental, residential sales, custom-built homes, and resale, enhanced with AI-powered conversational search capabilities. Key differentiating features include proprietary AI fraud detection achieving 87% accuracy for fraudulent listing identification, multilingual AI support via LINE, hazard maps for disaster risk visualization, and the FRIENDLY DOOR service connecting vulnerable populations with accommodating landlords. The broader portfolio extends into adjacent domains including regional revitalization (LIFULL 地方創生 with 760+ municipal partnerships on vacant property databases), senior care housing search (LIFULL 介護), investment property services (健美家, LIFULL Investment, crowdfunding), and diverse lifestyle services including employment support for parents (LIFULL FaM), prefabricated housing (Instant House), co-living (LivingAnywhere Commons), and leadership development. International operations include development subsidiaries in Vietnam and Malaysia. The architecture combines a unified platform approach with specialized vertical modules, unified by shared infrastructure including AI/ML capabilities, the KEEL application platform, and proprietary property databases.

Differentiator

Problem solved

Functional benefit

Brands

• LIFULL HOME'S: Japan's largest real estate and housing information service platform, covering rental, buy, new homes, and real estate sale.
• LIFULL 介護
• LIFULL 地方創生
• FRIENDLY DOOR
• LIFULL HOME'S ACTION FOR ALL
• LIFULL AI / AIホームズくん
• Omakase AI Voice Agent
• Instant House Mobile
• LivingAnywhere Commons
• 健美家 (Kenbiya)
• LIFULL Connect
• D&I+

Products and services

• LIFULL HOME'S Japan's largest real estate and housing information marketplace covering rental, residential sales (condos/houses), custom-built homes, and property resale; connects home seekers with property listings from real estate agencies.
• LIFULL 介護 (LIFULL Kaigo / LIFULL Senior)

Quantifiable outcome

• Fraudulent listing detection accuracy reached 87%
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered regional, minor and core.

• Shimizu Town, HokkaidoregionalStrategic or Co-development Partner · 26 March 2026Comprehensive partnership agreement for regional revitalization, addressing population decline and vacant house issues through initiatives including vacant house utilization, migration promotion, human resource development, and support for working households with children.
• DearOne Inc. (NTT Docomo subsidiary)minorStrategic or Co-development Partner · 27 February 2026Co-hosted PM Roundtable with Amplitude in Tokyo, where LIFULL presented case studies on using Amplitude's analytics platform.
• Fukuoka SoftBank HawksregionalGTM or Marketing Partner · 1 January 2026Official sponsor partnership (Hawk's Partner) for the 2026 season, supporting regional marketing and community engagement in Fukuoka area real estate market.
• Tomas Engineering (Thailand)minorStrategic or Co-development Partner · 1 January 2026Business partnership with Thai company for LIFULL ArchiTech's Instant House Mobile product.
• Ministry of Land, Infrastructure, Transport and Tourism (国土交通省)coreStrategic or Co-development Partner · 30 May 2023Selected as implementation company for Ministry's 'Real Estate ID Model Project' to use property IDs for accurate listing matching and fraud prevention.
• 明和住販流通センター, 青山メインランド, TFDエステート, アートアベニュー, 三井不動産レジデンシャルリースcoreTechnology or Integration · 3 April 2023Five additional property management companies providing listing data, bringing total managed properties to approximately 1.72 million units.
• Waseda University Institute for Empirical Research in Organizational EconomicscoreStrategic or Co-development Partner · 2 February 2023Joint research partnership to analyze data and verify effectiveness of policies to combat fraudulent property listings. Aims to develop solutions for transparency in real estate transactions.
• イタンジ (Itandi)coreTechnology or Integration · 19 July 2022Real estate tech company providing ITANDI BB system for API-based property data sharing with Misawa Home Real Estate, enabling automatic listing updates on LIFULL HOME'S.
• ミサワホーム不動産 (Misawa Home Real Estate)coreTechnology or Integration · 19 July 2022Property management company using ITANDI BB system for automatic listing updates, integrated with LIFULL HOME'S through Itandi partnership.
• 大東建託パートNERS (Daito Kentaku Partners)coreTechnology or Integration · 3 August 2021Industry-leading property management company with 1.17 million managed units providing listing data for automatic removal of unavailable properties from LIFULL HOME'S. This is the largest such partnership in the industry.
• アミックス (Amex)coreTechnology or Integration · 25 October 2019Property management company providing managed property information to LIFULL for matching with listings and automatic removal of unavailable properties. Industry-first initiative.
• 株式会社ミライロ (Mirairo)coreStrategic or Co-development Partner · 1 January 2019Joint development of 'Universal Manner Test (Real Estate)' to improve understanding and response capabilities for diverse customers in the real estate industry.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Domain Holdings: Domain Group is a leading Australian residential property portal with a comparable freemium listing model serving agents, developers, and consumers. Its mix of portal advertising, data/insights products, and adjacent home services parallels LIFULL HOME'S strategic positioning.
• Rightmove: Rightmove is the UK's largest property portal, monetizing primarily through agent and developer advertising fees on a freemium B2B model closely parallel to LIFULL HOME'S. It serves as a structural comparable for portal economics, ad-tier pricing, and platform-led expansion into adjacent verticals.
• SUUMO (Recruit Holdings): Operated by Recruit Holdings, SUUMO is Japan's dominant housing and real estate portal and LIFULL HOME'S principal direct competitor. Both companies serve the same Japanese consumers and real estate agencies with property search, listings, and advertising on a freemium B2B2C model.
• AtHome: AtHome is one of Japan's largest real estate listing portals, directly competing with LIFULL HOME'S in rental and purchase property search. Its B2B listing-fee and advertising model mirrors LIFULL's core revenue streams in the Japanese market.
• Immobilienscout24 (Scout24): Germany's leading real estate platform, Scout24 operates a property portal model similar to LIFULL HOME'S, with core revenue from agent subscriptions and listings plus adjacent verticals in mortgage and moving services. Comparable in scale, portal-centric monetization, and adjacent-service expansion strategy.

Broad incumbents

• Zillow Group: Zillow is the largest US residential real estate portal with a broader portfolio of services (Premier Agent, Zillow Offers, mortgages) than LIFULL. While US-centric and operationally different, Zillow's portal-plus-adjacent-services playbook informs the strategic ceiling LIFULL could pursue.
• CoStar Group: CoStar is a global real estate information and analytics company operating Homes.com, Apartments.com, and LoopNet. While primarily focused on commercial real estate data, its residential portal push and data-licensing model provide a benchmark for B2B data monetization comparable to LIFULL's B2B analytics services.

Emerging players

• NoBroker: NoBroker is an India-based property platform that, like LIFULL, leverages technology and proprietary data to disintermediate traditional broker intermediation and improve listing accuracy. Useful as a comparable for tech-driven portal models in Asia-Pacific.

Regional players

• Yahoo! JAPAN Real Estate (LY Corporation): Yahoo! JAPAN's real estate vertical (operated by LY Corporation / formerly Z Holdings) competes for Japanese home-seeker search traffic with broad-portfolio consumer reach. Comparable as a Japanese property search destination but part of a much larger diversified consumer internet portfolio rather than a specialist.

Others

• Lifull Connect (Trovit): LIFULL Connect (formerly Trovit) is a wholly-owned LIFULL subsidiary operating a global property aggregation platform across 63 countries. As an in-house comparable, it illustrates the international aggregation angle of LIFULL's strategy and benchmarks cross-border listing monetization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/LIFULL_Corp
• YouTubeyoutube.com/@LIFULL
• Facebookfacebook.com/LIFULLcorp
• Instagraminstagram.com/homes_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries21 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments10 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lifull