Broad Minded
Broad Minded is a Tokyo-listed (TSE Growth: 7343) financial services firm operating bank-neutral FP consulting for Japanese consumers (MoneyPro) and corporate financial-wellness programs (Broccoli, Okane no EAP), sourced across 60+ financial institution partnerships with 100% FP-qualified staff.
- Company typePublic
- Founded2002
- HeadquartersShibuya, Japan
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Broad Minded does
Broad Minded Co., Ltd. (ブロードマインド株式会社) is a Tokyo-headquartered financial services development company listed on the Tokyo Stock Exchange Growth Market (ticker: 7343). Founded in 2002, the firm operates a multi-brand platform centered on independent, bank-neutral financial planning (FP) consulting for Japanese consumers and corporate clients. Its flagship consumer offering, MoneyPro, delivers life-plan-based cross-product advice covering insurance, securities, housing loans, and investment products sourced from approximately 60 partner financial institutions, supported by MoneyPass withFP (a cloud-based life-plan simulator), Broadtalk (client communication), and an inheritance support service. Corporate-side offerings include Broccoli (behavioral-change financial education with embedded FP coaching), Okane no EAP (employee financial wellness at a ¥50/employee/month entry tier), AND CALMO (money-conditioning diagnostics with anonymous FP consultation), and Life Produce (a card-game-based education program co-developed with NEXERA and extended to academic institutions).
The business model combines insurance-agency transaction fees from individual MoneyPro consultations (over 200,000 cumulative cases, 98.9% satisfaction as of June 2025) with recurring enterprise subscriptions for Broccoli and Okane no EAP, plus SaaS licensing of MoneyPass withFP to insurance agencies and FP practitioners. Distribution is sales-led: field-based FP consulting through five regional offices (Tokyo/Shibuya HQ, Tokyo/Gotanda, Osaka, Nagoya, Kanazawa, Fukuoka), supplemented by enterprise direct sales, channel partnerships with financial institutions including T&D Financial Life, and content marketing via note, PR/earned media, and social. The company is internally distinctive for maintaining 100% FP-qualified consultant staffing, with approximately 90% of consultants hired as new graduates trained through a dedicated Education Department established post-IPO.
The firm has executed a post-IPO expansion agenda since April 2024, including HQ relocation to Shibuya Sakura Stage, partnerships with NEXERA (Life Produce co-development) and Famitra (digital family trust), launch of AND CALMO, and an in-progress AI multi-agent initiative to automate life-plan proposal generation. Customer concentration is low on the individual side (distributed across 200K+ consultations) and moderate on the enterprise side (120+ Broccoli clients with highlighted reference customers in IT and food manufacturing). The disclosed financial table in the source material shows implausible trillion-yen figures and is not used for revenue sizing; revenue is estimated at $25M-$50M based on per-consultant ANP productivity and enterprise subscription pricing.
Broad Minded firmographics
Firmographics- Name
- Broad Minded
- Legal name
- Broad-minded Co.,Ltd.
- Website
- https://b-minded.com
- Company type
- Public
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Broad Minded is a Tokyo-listed (TSE Growth: 7343) financial services firm operating bank-neutral FP consulting for Japanese consumers (MoneyPro) and corporate financial-wellness programs (Broccoli, Okane no EAP), sourced across 60+ financial institution partnerships with 100% FP-qualified staff.
- Ownership category
- akta.pro rank
Broad Minded industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
Keywords
Where Broad Minded is headquartered
LocationHeadquarters
- HQ city
- Shibuya
- HQ country
- Japan
- HQ region
- Asia
Offices6 records
Markets served
Broad Minded business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 保険代理店業（mael insurance agency）: 约60社の金融機関（保険会社・証券会社・住宅ローン金融機関等）と提携し、幅広い金融商品（保険・証券・住宅ローン・投資商品・不动产）の販売手数料で収益を上げる。中立的なFP立場から商品推奨を行うことが特徴。
- 顧問FPサービス（サブスクリプション型）: 月次顧問契約によるFPアドバイスサービス。継続的な収入が発生する定期収益モデル。
- マネパス withFP（ライフプランシミュレーター提供）: 保险代理店やFP事業者向けにライフプランシミュレーターのライセンス提供。SaaS型の継続的收入。
- ブロっこり（企業向け金融教育）: 企业導入による金融教育プログラムの提供。ブロッコり有料版・階層別研修・ライフプラン研修等で収益化。
- おかねのEAP（企业向經濟福祉サービス）: 企业向の员工经济福祉支援サービス。Free / Standard（1名あたり月額50円）/ FWBプランの3層構造。
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | おかねのEAP — Standardプラン |
| Freemium | Monthly | おかねのEAP — Freeプラン |
| Subscription | Annual | マネパス withFP — 有料プラン |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Broad Minded product offering
Product offeringCore offering
Broad Minded operates as an independent (non-affiliated) financial services firm providing one-stop Financial Planner (FP) consultation, cross-selling insurance, securities, mortgages, and investment products from approximately 60 partner financial institutions. The firm serves both individuals (Moneypro, Moneypass, Komon FP Service) and corporate clients (Broccoli financial education, Financial EAP, AND CALMO platform) through proprietary digital platforms and a 100% FP-qualified consulting team.
Product overview
Broad Minded operates a multi-product financial services portfolio centered on life planning consulting. Core offerings include マネプロ (Moneypro) as the flagship one-stop FP consultation service providing cross-disciplinary financial product access, ブロッコリ (Broccoli) as a corporate financial education program with video content and coaching support, and マネパス withFP as a cloud-based life plan simulator. Supporting products include お金のEAP and AND CALMO for employee financial well-being, ライフプロデュース for card game-based education, ブロードトーク for client communication, 顧問FPサービス for subscription advisory, and 終活・相続サポート for inheritance planning. The portfolio follows a platform-plus-modules architecture where core consulting services are supported by specialized tools for education, simulation, and employee wellness.
Differentiator
Problem solved
Functional benefit
Brands
- マネプロ (MoneyPro): FP資格保有率100%の専門家がライフプランニングを基盤に、保险・証券・住宅ローンなど約60社の金融商品を横断的に組み合わせたワンストップ金融コンサルティングサービス。
- 顧問FPサービス
- マネパス (MoneyPass)
- マネパスwithFP
- ブロっこり (Broccoli)
- ライフプロデュース
- おかねのEAP
- AND CALMO（アンドカルモ）
Products and services
- Moneypro (マネプロ) One-stop FP consultation service combining life planning with cross-disciplinary product recommendations from approximately 60 partner financial institutions (insurance, securities, mortgages, investments, real estate), staffed entirely by FP-qualified consultants.
- Broccoli (ブロっこり) Corporate employee financial education program combining approximately 100 video-based learning modules with income/expense management tools and qualified FP support to achieve behavioral change and improve financial well-being.
- Moneypass withFP (マネパス withFP) Cloud-based life plan simulator enabling intuitive web-based life planning and asset plan creation with real-time proposal support through screen sharing; offered as a SaaS license to insurance agencies for multi-product recommendations.
- Komon FP Service (顧問FPサービス)
Quantifiable outcome
- 累计相談実績20万件超、顧客満足度98.9%（2025年6月時点）
- +4 more outcomes
Companies that use Broad Minded
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Broad Minded technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Broad Minded partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- 専門学校東京ビジネス・アカデミーminorFP専攻学生向け金融教育出前授業『ライフプロデュース』の実施。経営学科宅建・FP専攻および会計ファイナンス専攻の学生35名対象に「FPの職業理解」を目的にした特別な授業を実施。
- 株式会社ファミトラcore家族信託サービスの業務提携。終活・相続サポートにおいてファミトラの家族信託の紹介を開始。ファミトラはデジタル活用により家族信託の精緻化・低コスト化を実現し信托組成後も伴走するサービスを提供。
- 62社以上の金融機関core62社以上の金融機関（保険会社・証券会社・住宅ローン金融機関等）と提携し、保险・證券・住宅ローン・投資商品・不动产的複数領域横断的なコンサルティング体制を構築。
- 株式会社NEXERA（ネクセラ）coreカードゲーム型金融教育出前授業『ライフプロデュース』の共同開発パートナー。教育工学的アプローチに基づくゲーム学習のeves設計を担当。体験型人材研修・研修サービス開發企業。
- T&Dフィナンシャル生命minorマネプロにおけるT&Dフィナンシャル生命の商品の取り扱い開始。顧客ニーズに応じた保险商品の選択肢を拡大。
Scale indicators9 records
Recent moves8 records
Expansion highlights6 records
Broad Minded competitors and assessment
Company assessmentDirect peers
- Hoken-no-Madoguchi: Largest Japanese insurance agency chain with multi-product, multi-insurer advisory model serving individual consumers. Closely comparable business model to Broad Minded's MoneyPro in that both offer cross-insurer, FP-led consultation rather than single-carrier agency.
- ZUU Consulting: Japanese financial media and FP advisory platform operating a peer-to-peer financial advisor matching business. Highly comparable to Broad Minded as both serve Japanese consumers seeking independent financial planning services, though ZUU leans more digital/content-led.
Emerging players
- WealthNavi: Leading Japanese robo-advisor offering algorithm-driven, low-cost portfolio management to retail investors. Comparable as a Japan-focused investment advisory alternative to Broad Minded's human-FP model, though serving simpler automated use cases.
- Money Design: Japanese robo-advisor (THEO) operating automated investment advisory services. Adjacent competitor targeting the same Japanese retail investor audience with a digital-first advisory model versus Broad Minded's human-FP-led approach.
- Money Forward: Japanese fintech offering personal finance management, accounting, and advisory SaaS to consumers and businesses. Comparable as an emerging Japan-based financial platform with overlapping consumer financial-wellness and enterprise financial-content offerings versus Broad Minded's EAP and Broccoli products.
- Lifenet Insurance: Japanese online direct-to-consumer life insurer with a digital-first advisory and product disclosure model. Comparable to Broad Minded as a digitally-oriented, consumer-focused Japanese financial services provider challenging traditional advisory distribution models.
Broad incumbents
- Monex Group: Major Japanese online brokerage and wealth management group with retail investment advisory and asset management operations. Comparable as a broader financial services platform with advisory capabilities competing for Japanese retail investors alongside Broad Minded.
- SBI Holdings: Large Japanese financial conglomerate spanning brokerage, banking, insurance, and asset management. Broader competitor with retail financial advisory capabilities that competes for the same Japanese individual investor segment as Broad Minded, though at much larger scale.
- Rakuten Securities: Major Japanese online brokerage and securities firm with broad retail financial product distribution and embedded advisory services. Comparable broad incumbent competing for Japanese retail investor advisory wallet share alongside Broad Minded's MoneyPro platform.
- Nomura Holdings: Japan's largest investment bank and full-service securities group with retail brokerage, wealth management, and asset management operations. Broad incumbent competitor across multiple Japanese advisory segments where Broad Minded also operates, though at vastly larger scale and broader product scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Broad Minded social profiles
Digital presenceBroad Minded financial estimates
Financial estimateRevenue estimate
Valuation estimate
Broad Minded leadership team
Management profileNumber of profiles
Profiles4 records
Broad Minded subsidiaries and ownership
Company hierarchySubsidiaries1 record
Broad Minded funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Broad Minded M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Broad Minded
What does Broad Minded do?
Broad Minded operates as an independent (non-affiliated) financial services firm providing one-stop Financial Planner (FP) consultation, cross-selling insurance, securities, mortgages, and investment products from approximately 60 partner financial institutions. The firm serves both individuals (Moneypro, Moneypass, Komon FP Service) and corporate clients (Broccoli financial education, Financial EAP, AND CALMO platform) through proprietary digital platforms and a 100% FP-qualified consulting team.
Is Broad Minded a public or private company?
Broad Minded is a public company. It is classified as public and is currently operating.
When was Broad Minded founded?
Broad Minded was founded in 2002. It employs 251 to 500 people.
Where is Broad Minded based?
Broad Minded is headquartered in Shibuya, Japan, in the Asia region.
How does Broad Minded make money?
Five revenue lines are on record. 保険代理店業（mael insurance agency） is the primary driver. The others are 顧問FPサービス（サブスクリプション型）, マネパス withFP（ライフプランシミュレーター提供）, ブロっこり（企業向け金融教育） and おかねのEAP（企业向經濟福祉サービス）.
Who are Broad Minded's main competitors?
Direct peers on record are Hoken-no-Madoguchi and ZUU Consulting. Emerging players are WealthNavi, Money Design, Money Forward and Lifenet Insurance. Broad incumbents are Monex Group, SBI Holdings, Rakuten Securities and Nomura Holdings.
Does Broad Minded have an API?
No public API is recorded for Broad Minded.
What industry is Broad Minded in?
Broad Minded's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning. Its NAICS code is 523940 and its SIC code is 6282.