Eco Smart

What Eco Smart does

Eco Smart Co., Ltd. (株式会社エコスマート) is a privately held Japanese multi-insurer insurance agency (乗合代理店) headquartered in Taito-ku, Tokyo, distributing life, non-life (damage), and small-amount short-term insurance products on behalf of 34 partner carriers as of September 2025 (21 life, 7 non-life, 6 small-amount short-term). Founded in 2021 and led by Representative Director Shuji Nara, the company operates a hybrid distribution model that combines a national network of six branch offices (Tokyo HQ, Fukuoka, Kagoshima, Sapporo, Sendai, Osaka, Aichi) with the digital insurance information media portal エコスマほけん (es-g.jp/money). The portal provides product rankings, premium comparisons, expert editorial content, and free consultation booking, supported by owned tools including チェッカーくん (comparison), ミラくるFP (FP matching), and アポスマート (appointment scheduling). The firm monetizes via commissions (代理店手数料) earned on policies placed with its carrier partners, and is a Life Insurance Association of Japan 認定代理店 (certified through 2028-03-31) with separate registration numbers for life, non-life, and small-amount short-term agency activities, plus Privacy Mark accreditation.

The technology stack is anchored by the エコスマほけん web platform, which was substantially redesigned in June 2026 with a new insurance comparison feature evaluating products across coverage, premium, and feature axes. The platform functions primarily as content media plus structured comparison tables, with consultation requests routed to FP staff either online or at physical branches. Adjacent digital properties include 更年期相談室 (a menopause consultation room at konenki-sodan.jp) and ミラくるFP, expanding the funnel beyond pure insurance into health-adjacent verticals. Headcount is reported in the 251–500 range, consistent with a multi-branch sales, FP, and back-office operation, and the firm maintains dedicated IT specialist recruiting as well as undergraduate and mid-career tracks.

Beyond its core agency commission business, Eco Smart has expanded its service menu into 保険代理店M&A事業 (insurance agency M&A advisory) and インシュアテック事業 (insuretech), with 海外事業 (overseas business) listed as an additional vertical. Revenue mechanics remain commission-driven from the 34-carrier roster, supplemented by ancillary services. The company continues to add carrier partners (TAIS Small-Term in 2025; Midori Life in 2023; Ashiro and Axa Direct Life in 2023) and runs community-oriented brand activity including partnerships with A.B.United for athlete career support and sponsorships such as Crecer FC (V Sports) in Kagoshima.

Name

Eco Smart

Legal name

株式会社エコスマート (Eco Smart Co., Ltd.)

Website

https://es-g.jp

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

251–500 employees

Short description

Eco Smart Co., Ltd. is a privately held Japanese multi-insurer insurance agency (乗合代理店) distributing life, non-life, and short-term insurance from 34 partner carriers to individual and corporate customers through six branch offices and the エコスマほけん online comparison and content portal, monetizing via carrier commissions.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Agency Commissions: Eco Smart earns commissions (代理店手数料) from insurance companies for placing life insurance, non-life insurance, and small-amount short-term insurance policies. As a multi-insurer agency (乗合代理店), commissions are received from all 34 partner insurance companies including major life insurers (21 companies), non-life insurers (7 companies), and small-amount short-term insurers (6 companies).

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Eco Smart is a Japanese multi-insurer insurance agency (乗合代理店) that places life insurance, non-life (property & casualty) insurance, and small-amount short-term insurance policies on behalf of 34 partner insurance companies. The company operates the proprietary insurance information media portal エコスマほけん (ecosma-hoken) for product comparison, ranking, and consultation booking, and offers free consultations staffed by experienced Financial Planners (FPs) across six branch offices in Japan.

Product overview

Eco Smart operates as a multi-channel insurance agency and insurance information media company. The core product is the 'エコスマほけん' web platform (insurance information media) which provides insurance product comparisons, premium rankings, and free FP consultations. This platform is supported by owned tools including 'チェッカーくん' (product comparison tool), 'ミラくるFP' (FP consultation service), and 'アポスマート' (appointment scheduling). Additional services include a menopause consultation room and insurance agency M&A advisory. The company represents 34 insurance companies across life, non-life, and short-term insurance categories.

Differentiator

Problem solved

Functional benefit

Products and services

• エコスマほけん (Ecosma Hoken Insurance Information Media) Insurance information media portal offering product rankings, comparison tables, expert articles, and free consultation booking across life, medical, cancer, whole life, term, and women's insurance categories. Targeted at individual consumers seeking insurance in Japan.
• チェッカーくん (Checker-kun Insurance Comparison Tool) Insurance product comparison tool offered on the Eco Smart platform that helps users compare different insurance products across insurers. Targeted at individual consumers comparing insurance options.
• ミラくるFP (Mirakuru FP Free Consultation Service) Free financial planner consultation service that connects users with experienced FP professionals for personalized insurance advice. Targeted at individual consumers seeking expert insurance guidance.
• アポスマート (ApoSmart Appointment Scheduling) Appointment scheduling tool that streamlines booking of insurance consultations with FP professionals. Targeted at individual consumers seeking to book insurance advisory sessions.
• 更年期相談室 (Menopause Consultation Room) Specialized consultation service for menopause-related concerns, operated as a partner service under the Eco Smart umbrella. Targeted at women navigating menopause-related health and life planning needs.
• 保険代理店事業 (Insurance Agency Services) Core multi-insurer insurance agency business, placing life, non-life, and small-amount short-term insurance policies from 34 partner insurers on behalf of individual and corporate clients across Japan.
• 保険代理店M&A事業 (Insurance Agency M&A Services) M&A advisory services for insurance agencies in Japan, supporting transactions involving insurance agency businesses.
• インシュアテック事業 (Insurtech Business) Insurtech business leveraging technology to support and enhance insurance distribution and advisory processes.
• 法人コンサルティング事業 (Corporate Consulting Services) Corporate consulting services for businesses, including group insurance, corporate property and casualty insurance, and employee benefit programs. Targeted at corporate clients needing business insurance solutions.

Quantifiable outcome

• Access to 34 insurance companies through a single agency

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• 、一般社團法人V 스포츠 (V Sports / Crecer FC)minorGTM or Marketing Partner · 26 December 2025Eco Smart sponsored the purchase of a minibus for Crecer FC, a soccer club operated by V Sports, an organization based in Ibusuki, Kagoshima Prefecture, dedicated to sports promotion and youth development. The sponsorship supports the transportation needs of young athletes.
• タイズ少額短期保険株式会社coreChannel Partner/ Reseller/ Distributor · 4 September 2025タイズ少額短期保険株式会社 (TAIS Short-Term Insurance Co., Ltd.) entered into an insurance agency commission agreement with Eco Smart on September 4, 2025. Eco Smart now offers and sells small-amount short-term insurance products from TAIS as part of its 34 insurance company network.
• 令和の猫 (YouTube Program)minorGTM or Marketing Partner · 12 June 2025Eco Smart serves as a sponsor for the YouTube program '令和の猫' produced by Zosu Yamamoto. The show features discussions with young people about modern values, work styles, and life perspectives, resonating with Eco Smart's mission to support challenge-takers.
• A.B.UnitedminorGTM or Marketing Partner · 22 April 2025Eco Smart signed a partnership agreement with A.B.United on April 22, 2025. A.B.United supports athletes in their post-athletic careers. Eco Smart, under its guiding principle of 'supporting those who take on challenges,' will support A.B.United's activities and help athletes transition to business careers by leveraging skills developed through sports.
• みどり 생명보험 주식회사 (Midori Life Insurance)coreChannel Partner/ Reseller/ Distributor · 10 October 2023Eco Smart entered into an insurance agency commission agreement with Midori Life Insurance on October 10, 2023, expanding its network to 33 insurance companies at the time.
• アシロ少額短期保険株式会社coreChannel Partner/ Reseller/ Distributor · 3 August 2023Eco Smart entered into an insurance agency commission agreement with Ashiro Small Amount Short-Term Insurance on August 3, 2023, expanding its small-amount short-term insurance offerings.
• アクサダイレクト 생명보험 주식회사 (Axa Direct Life Insurance)coreChannel Partner/ Reseller/ Distributor · 20 February 2023Eco Smart entered into an insurance agency commission agreement with Axa Direct Life Insurance on February 20, 2023, adding the direct life insurer to its network of insurance company partners.

Scale indicators3 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• Lifenet Insurance (ライフネット生命): Lifenet is a direct-to-consumer online life insurer in Japan. It overlaps with Eco Smart in life insurance distribution through digital channels but competes as a single-carrier alternative to Eco Smart's multi-insurer comparison model.
• Minna no Insurance (みんなの保険) / Hoken Lab: Hoken Lab is an emerging Japanese insurance media and comparison site. It targets the same content-and-comparison top-of-funnel as Eco Smart's エコスマほけん but with a narrower multi-insurer panel.

Direct peers

• Hoken-no-Madoguchi (保険の窓口): Hoken-no-Madoguchi is the largest chain of brick-and-mortar insurance consultation shops in Japan, offering multi-insurer agency services. It mirrors Eco Smart's mix of physical branches + multi-insurer panel + free consultation, though at much greater scale.
• Money Forward (Insurance vertical): Money Forward offers a personal finance platform that includes insurance product comparison and brokerage. It competes for the same Japanese consumer attention with broader financial-management context than Eco Smart provides.
• Innovation (Hoken Ichiba / 保険市場): Innovation operates 保険市場 (Hoken Ichiba), one of Japan's largest online insurance marketplaces for life and non-life products. Like Eco Smart, it aggregates multiple insurer offerings, runs comparison tools, and books consultations — making it the most directly comparable Japanese peer.
• Kakaku.com Insurance (価格.com 保険): Kakaku.com's insurance vertical is a long-established Japanese insurance comparison and lead-generation platform. It overlaps directly with Eco Smart's エコスマほけん in product comparison, rankings, and consultation routing.
• Insweb (インズウェブ): Insweb is a long-running Japanese insurance comparison platform owned by Mecenat. It competes head-to-head with Eco Smart's エコスマほけん for SEO-driven insurance comparison traffic and consultation bookings.

Others

• Zurich Life Insurance (チューリッヒ生命): Zurich Life is one of Eco Smart's life-insurer partners and also sells direct online. It is comparable as a channel partner/counterparty that competes with Eco Smart for the same Japanese life-insurance customer.

Regional players

• SBI Insurance (SBI損保): SBI Insurance is one of Eco Smart's non-life insurance partners and a significant direct online P&C insurer in Japan. It overlaps in distribution channels and product positioning, particularly for non-life lines.
• AXA Direct Life Insurance (アクサダイレクト生命): AXA Direct Life is a direct online life insurer in Japan and is one of Eco Smart's 34 partner insurers. It competes as an alternative distribution path for consumers who might otherwise reach AXA through Eco Smart's portal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ecosmart_pr
• Facebookfacebook.com/ecosmart.jp
• Instagraminstagram.com/pr_ecosmart

Compliance2 records

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 Eco Smart