What EFP does

EFP Co., Ltd. (イーエフピー株式会社) is a privately held Japanese financial education and consulting company founded in June 1996 in Tokyo (originally as Sonet Kyushu, rebranded in 1999). The founder voluntarily surrendered all insurance sales licenses that year to operate as a customer-first, independent financial services educator without carrier bias. The company reports 16 employees (including contractors) and 100 million yen in registered capital, with no disclosed external investors or funding rounds.

The company operates three business pillars. The Education and Training pillar runs the Insurance Marketing University (保険マーケティング大学校), an online video learning platform with 1,500+ self-produced videos and 200+ sales support content pieces, alongside recurring seasonal training projects (IFA Project, SME Development Project, Business Succession Project, Variable Insurance Project, Hōjin Credit Card & Miles Project, Hōjin AI Project, and others) delivered as multi-day intensive workshops in Tokyo, plus enterprise training seminars for major financial institutions. The Consulting pillar delivers management and financial consulting, including corporate credit card advisory and financial diagnostics, to mid-tier SMEs, medical corporations, tax accounting firms, and legal professionals; introductions to partner credit card companies (Credit Saison, Luxury Card, UPSIDER, Idemitsu Credit) generate referral economics. The Other pillar provides sales support tools, BPO services, manages e-hoken.com (a consumer insurance information site launched 2000), and operates the Corporate Credit Card Consultants Association.

EFP is led by founder and President Takashi Hanada (MDRT member 1994-1999, 15-year university lecturer) and Director Hanada Kei (joined 2025 after ten years at Sumitomo Mitsui Banking Corporation and three years at Deloitte Tohmatsu Consulting). The company is family-controlled, with the founder's son in a senior role, and operates exclusively within Japan with Tokyo as its single market. Revenue is not publicly disclosed and pricing is not publicly available on the company website.

Name

EFP

Legal name

イーエフピー株式会社 (EFP Co., Ltd.)

Website

https://e-fp.co.jp

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

EFP is a Tokyo-based private financial education and consulting firm that trains insurance sales professionals via its online platform Insurance Marketing University and seasonal project workshops, and provides corporate credit card and management consulting to Japanese SMEs, medical corporations, and tax accountants.

Ownership category

akta.pro rank

Product category

Financial Education and Consulting Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Financial Services & Insurance (FINRA, CFP, IAR, Insurance CE) (EDAAALAJ)

akta.pro secondary industries

Insurance (EDAAAPAH), Management Accounting & FP&A (EDABAJAC)

Keywords

• Financial education services
• Insurance sales training
• Corporate credit card consulting
• SME financial consulting
• Insurance marketing training

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 教育・研修事業 (Education and Training): Operates the Insurance Marketing University as an online school for insurance sales professionals and individuals (insurance agents, securities agents), providing video learning, webinars, sales tools, and community features. Also delivers enterprise training seminars to major financial institutions (insurance companies, banks, securities firms). Revenue is generated through training program fees, seminar registrations, and platform membership/subscription.
2. コンサルティング事業 (Consulting): Provides management and financial consulting to mid-tier SMEs, medical corporations, tax accounting firms, and solo practitioners. Specializes in corporate credit card consulting (diagnostic, selection, utilization advice, financial analysis) and financial consulting (financial diagnostics, cash flow improvement, bank negotiation advice, M&A strategy). Revenue from consulting fees.
3. その他事業 (Other Business): Provides sales support tools and BPO services to individual business operators (insurance, securities agents), operates e-hoken.com website, supports active seniors, and manages various certification programs on behalf of clients.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

EFP provides financial education, training, and consulting services to insurance sales professionals, financial institutions, SMEs, medical corporations, and tax/legal professionals. Its core offering is the Insurance Marketing University online learning platform with multi-season project-based training programs, supplemented by corporate credit card consulting, financial diagnostics, management consulting, and BPO/sales support services for individual practitioners. The company also operates the e-hoken.com consumer insurance information site and manages corporate credit card consultant certification programs.

Product overview

EFP operates as a financial education and consulting company with three main business pillars: (1) Education and Training services including the online platform 保険マーケティング大学校 offering multi-season training projects (法人クレカ・マイルプロジェクト, 法人AIプロジェクト, IFAプロジェクト, サードライフプロジェクト, 中小企業開拓プロジェクト, 事業継承ほけんプロジェクト, 法人55連発プロジェクト, 変額保険プロジェクト, 決算書Xプロジェクト) plus video learning and webinars; (2) Consulting services including クレジットカードコンサルティング and 財務コンサルティング for SMEs, medical corporations, and professionals; and (3) Other services including 家族の窓口 for senior support and 法人クレジットカード相談士協会 operation. The company also maintains consumer-facing platforms e-hoken.com and the insurance marketing university online school.

Differentiator

Problem solved

Functional benefit

Brands

• 保険マーケティング大学校 (Insurance Marketing University): Online school platform providing marketing and sales training for insurance professionals, including video learning, webinars, sales tools, and community formation.

Quantifiable outcome

• 30,000+ cumulative training participants trained across corporate and individual programs
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, secondary and minor.

• 、一般社団法人気事継承協会 (General Incorporated Association Business Succession Association)coreStrategic or Co-development Partner · 2 April 2026EFP is a corporate supporting member (法人賛助会員) of the Business Succession Association. EFP's Director Hanada Kei serves as head of the newly established Marketing Department, which will hold 6 study sessions annually to help legal and FP professionals naturally acquire business succession and inheritance consulting clients.
• 株式会社クレディセゾン (Credit Saison Co., Ltd.)coreChannel Partner/ Reseller/ DistributorCredit Saison is listed as an introduction partner for EFP's corporate credit card consulting services. EFP recommends and refers corporate clients seeking credit card solutions to Credit Saison.
• Luxury Card (ブラックカードアイ株式会社)coreChannel Partner/ Reseller/ DistributorLuxury Card (operated by Black Card I Inc.) is listed as an introduction partner for EFP's corporate credit card consulting, offering premium corporate card solutions to EFP's consulting clients.
• 株式会社UPSIDERcoreChannel Partner/ Reseller/ DistributorUPSIDER is listed as an introduction partner for EFP's corporate credit card consulting services, providing modern corporate card solutions to EFP-referred clients.
• 出光クレジット株式会社 (Idemitsu Credit Co., Ltd.)secondaryChannel Partner/ Reseller/ DistributorIdemitsu Credit is listed as an introduction partner alongside other major credit card companies for EFP's corporate credit card consulting services.
• 東京商工会議所中央支部 (Tokyo Chamber of Commerce and Industry Central Branch)coreStrategic or Co-development PartnerEFP's Director Hanada Kei was invited to speak at a Tokyo Chamber of Commerce Central Branch seminar on profit improvement and management accounting for SMEs. The event was co-hosted by the Tokyo Chamber of Commerce, Chuo-ku, and local business associations.
• visaワールドワイド・ボVISA WorldWide Japan)coreStrategic or Co-development PartnerEFP President Hanada Kei was invited as a guest speaker at the Visa B2B Forum hosted by Visa Worldwide Japan. The forum targeted regional banks and card issuers nationwide, with Hanada presenting on strategies for banks to accelerate SME market development through corporate credit cards.
• 株式会社Do itプランニング (Do it Planning Co., Ltd.)coreImplementation/ SI/ Consulting PartnerEFP President Hanada Takashi conducted a seminar on corporate market development for Do it Planning's 'Corporate Market Challenger Training' program in Tokyo Osaki, attended by 270 insurance sales professionals. Training covered AI practical applications, tax accountant partnerships, joint ventures, financial statement analysis, and corporate credit card utilization.
• 弥生株式会社 (Yasui Co., Ltd.)secondaryGTM or Marketing PartnerEFP President Hanada Takashi was interviewed by Yasui Online (a business management software company) for two articles on corporate credit card utilization for SME financial management. Yasui Online published the interviews, providing EFP with media exposure.
• 吉田博之税理士 (CPA Yoshida Hiroyuki)minorStrategic or Co-development PartnerEFP Director Hanada Kei was invited as a guest speaker at CPA Yoshida Hiroyuki's 'Shiko-kai' (a community for real estate specialized tax accountants) to present on corporate credit card utilization strategies for tax professionals seeking inheritance business clients.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• リクルートマネジメントソリューションズ (Recruit Management Solutions): Large Japanese corporate training and organizational development arm of Recruit. Operates overlapping enterprise training and webinar programs for financial-services and SME clients.
• SMS Co., Ltd. (TYO:6032): Listed Japanese HR/services group providing corporate training, certification, and personnel matching to enterprise clients. Comparable at the corporate-training layer that EFP also serves for major financial institutions.
• 一般社団法人金融財政事情研究会 (Kinzaiken Financial Research Center): Major Japanese financial sector research and training association with broad continuing-education programs for banks, securities firms, and insurers. Overlaps EFP's training offerings but at much larger industry scale.

Others

• 株式会社Studyplus (Studyplus Inc.): Japanese learning-logging platform that hosts and distributes professional study content. Indirect ecosystem peer to EFP's Insurance Marketing University subscription model.
• 株式会社マネーフォワード (Money Forward, Inc., TYO:3994): Major Japanese fintech offering SaaS financial tools and educational content for businesses and individuals. Adjacent to EFP as both a potential ecosystem partner and a competitive threat at the SME-financial-literacy layer.

Direct peers

• リスクモンスター株式会社 (RiskMonster Co., Ltd., TYO:3768): TSE-listed provider of corporate compliance, credit, and risk-management education in Japan. Closely overlaps with EFP's SME financial risk education, FP-facing training, and on-site seminar content.
• 株式会社きんざい (Kinzai Co., Ltd.): Long-established Tokyo-based publisher and education provider for Japanese financial professionals. Highly comparable to EFP in serving insurance, banking, and securities practitioners with continuing professional education, certifications, and live training.
• 株式会社アチーブメント (Achievement Co., Ltd.): Japan-based sales training and human development provider running recurring seminar-style courses for insurance and financial services professionals. Closely matches EFP's high-touch, project-driven training model.
• シグマ・コンサルティング株式会社 (Sigma Consulting Co., Ltd.): Specialist training and education firm for sales professionals and financial planners, with strong overlap on FP-facing content, mortgage and insurance training programs, and recurring project-style course series.

Emerging players

• 株式会社ZUU (ZUU Co., Ltd., TYO:4196): Japan-listed financial education and media platform serving retail investors with mass-market content. Shares financial-education DNA with EFP but targets a consumer (B2C) rather than FP-professional (B2B2C) audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=gYu3_GInjIw&t=230s
• Xx.com/efp_1996

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 EFP