株式会社Total Life Design
株式会社Total Life Design is a privately-held Japanese independent insurance agency that distributes life, non-life, and small-scale short-term insurance products from 28 carrier partners via licensed Life Designer agents across eight Japan branches, serving individual consumers and corporate clients.
- Company typePrivate
- Founded-
- HeadquartersTokyo (Minato-ku), Japan
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What 株式会社Total Life Design does
株式会社Total Life Design is a privately-held, independent Japanese insurance agency (保険代理店) founded and led by Representative Director 中原祐治 (Nakahara Yuji), headquartered in Minato-ku, Tokyo. The company operates under the slogan '保険を、自由に、正直に。' and aggregates products from 22 life insurance companies, 5 non-life (property/casualty) insurers, and 1 small-scale short-term insurer, offering both individual consumers (life events such as education, marriage, retirement, and risk protection) and corporate clients (business insurance, business succession, enterprise risk management) a multi-carrier advisory channel.
Its core product is not a technology platform but a licensed advisory service delivered through 'Life Designers' (ライフデザイナー) — AFP-certified insurance consultants who provide needs analysis, product recommendation, ongoing annual policy reviews, and claims support. The business supplements the agent-led channel with an online self-service pathway for commodity products (overseas travel, 1-day auto, golf, bicycle, and pet insurance). The company has institutionalized fiduciary-duty practices via its FD Declaration, including a 推奨商品選定委員会 (recommended product selection committee), customer-intent recording systems, and published KPIs such as an 18-month lapse rate of 2.96% against a 5% target and 100% afternoon follow-up coverage of existing life policyholders.
The company makes money on a transaction-fee basis through insurance agency commissions on placed policies, with no disclosed subscription or fee-for-service revenue. It is privately held, has not raised institutional funding, and has scaled its distribution footprint from a single Hachioji branch in July 2022 to eight sites across Japan (Tokyo HQ, Hachioji, Hamamatsu, Fukuoka/Kyushu, Kanazawa/Hokuriku, Oshima, and Matsuyama/Shikoku) as of September 2025, with 11 employees reported. Marketing relies on direct agent sales, social media (Instagram, Facebook, X/Twitter), sports sponsorships (Yokohama F. Marinos, Iwate Grulla Morioka, and Belgian club Sint-Truiden VV), and an educational blog covering insurance, tax, and financial planning topics.
株式会社Total Life Design firmographics
Firmographics- Name
- 株式会社Total Life Design
- Legal name
- 株式会社Total Life Design
- Website
- https://tldesign.co.jp
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 株式会社Total Life Design is a privately-held Japanese independent insurance agency that distributes life, non-life, and small-scale short-term insurance products from 28 carrier partners via licensed Life Designer agents across eight Japan branches, serving individual consumers and corporate clients.
- Ownership category
- akta.pro rank
Where 株式会社Total Life Design is headquartered
LocationHeadquarters
- HQ city
- Tokyo (Minato-ku)
- HQ country
- Japan
- HQ region
- Asia
Offices7 records
Markets served
株式会社Total Life Design business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Insurance agency commissions: Total Life Design earns commissions from insurance companies for placing life insurance, non-life insurance, and small-scale short-term insurance policies. It handles a wide range of insurers across life, property/casualty, and specialty segments.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
株式会社Total Life Design product offering
Product offeringCore offering
Total Life Design is an independent insurance agency (保険代理店) in Japan that distributes life insurance, non-life/property-casualty insurance, and small-scale short-term insurance on behalf of 28 partner insurers (22 life, 5 non-life, 1 small-scale short-term). The company delivers face-to-face advisory and policy placement through licensed "Life Designer" consultants at its Tokyo headquarters and seven regional branches, and also enables online self-service contracting for travel, 1-day auto, golf, bicycle, and pet insurance products. Ongoing customer follow-up, claims support, and annual policy reviews are provided as part of the lifelong partnership commitment codified in the company's FD (fiduciary duty) Declaration.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance Brokerage (生命保険代理店サービス) Advisory and policy placement service across 22 partner life insurance companies, providing needs analysis, product matching, application processing, ongoing follow-up, annual policy reviews, and claims support for individual and corporate customers.
- Non-Life (Property & Casualty) Insurance Brokerage (損害保険代理店サービス) Distribution of non-life insurance products (auto, golf, bicycle, travel, and other property/casualty lines) from 5 partner insurers via consultant advisory and online self-service channels.
- Small-Scale Short-Term Insurance Distribution (少額短期保険) Distribution of small-scale short-term insurance products, principally pet insurance offered through partner PS Insurance (ペットメディカルサポート) for individual pet owners.
- Life Designer Insurance Consultation Service (ライフデザイナー保険相談サービス) Licensed insurance consultant advisory service in which Life Designer (ライフデザイナー) consultants conduct needs analysis, suitability assessment, product recommendation, application processing, lifelong follow-up, annual policy review, and claims support for individual and corporate customers across all 28 partner insurers.
- Online Insurance Self-Service Contracting (ネットで保険のお手続き) Digital self-service channel enabling individual customers to complete policy purchase online (fully digital enrollment) for travel insurance, 1-day auto insurance, golf insurance, bicycle insurance, and pet insurance via partner insurer websites.
Quantifiable outcome
- 18-month early lapse/termination rate of 2.96% (2025), well below the 5% target — indicating high customer satisfaction with product-fit
Companies that use 株式会社Total Life Design
Customer profileSegments2 records
Ideal customer profiles2 records
株式会社Total Life Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
株式会社Total Life Design partnerships and signals
Strategic signalPartnerships
31 partnerships are on record, tiered core and minor.
- アクサ生命保険株式会社 (AXA Life Insurance)coreAXA Life Insurance is one of the 22 life insurance companies whose products Total Life Design distributes as an insurance agency.
- エヌエヌ 생명보험 주식회사 (NN Life Insurance)coreNN Life Insurance is one of the 22 life insurance companies whose products Total Life Design distributes as an insurance agency.
- FWD 생명보험 주식회사 (FWD Life Insurance)coreFWD Life Insurance is one of the 22 life insurance companies whose products Total Life Design distributes. Co-participates in the Orange Ribbon child abuse prevention campaign.
- オリックス 생명보험 (ORIX Life Insurance)coreORIX Life Insurance is one of the life insurance companies handled by Total Life Design as an insurance agency.
- ジブラル타 생명보험 (Gibraltar Life Insurance)coreGibraltar Life Insurance is one of the life insurance companies handled by Total Life Design (partner since November 2022).
- 住友 생명상호회사 (Sumitomo Life Insurance)coreSumitomo Life Insurance is one of the life insurance companies handled by Total Life Design (partner since February 2024).
- Sony Life InsurancecoreSony Life Insurance is one of the life insurance companies handled by Total Life Design.
- SOMPO himawari Life InsurancecoreSOMPO himawari Life Insurance is one of the life insurance companies handled by Total Life Design.
- 第一프론티어 생명보험 (Daiichi Frontier Life Insurance)coreDaiichi Frontier Life Insurance (partner since July 2021) is one of the life insurance companies handled by Total Life Design.
- チューリッヒ 생명보험 (Zurich Life Insurance)coreZurich Life Insurance is one of the life insurance companies handled by Total Life Design.
- 东京海上日动あんしん 생명보험 (Tokio Marine Anshin Life Insurance)coreTokio Marine Anshin Life Insurance is one of the life insurance companies handled by Total Life Design.
- なないろ 생명보험 (Nanairo Life Insurance)coreNanairo Life Insurance (partner since October 2021) is one of the life insurance companies handled by Total Life Design.
- 日本 생명상호회사 (Nippon Life Insurance)coreNippon Life Insurance (Japan's largest mutual life insurer) is one of the insurance companies handled by Total Life Design.
- 第一ネオ 생명보험 (Dai-ichi Neo Life Insurance)coreDai-ichi Neo Life Insurance is one of the life insurance companies handled by Total Life Design.
- はなさく 생명보험 (Hanasaku Life Insurance)coreHanasaku Life Insurance is one of the life insurance companies handled by Total Life Design.
- Manulife JapancoreManulife Life Insurance is one of the life insurance companies handled by Total Life Design.
- 三井住友海上あいおい 생명보험 (Mitsui Sumitomo Aioi Life Insurance)coreMitsui Sumitomo Aioi Life Insurance is one of the life insurance companies handled by Total Life Design.
- 三井住友海上プライマリー 생명보험 (Mitsui Sumitomo Primary Life Insurance)coreMitsui Sumitomo Primary Life Insurance (partner since March 2024) is one of the life insurance companies handled by Total Life Design.
- Meiji Yasuda Life InsurancecoreMeiji Yasuda Life Insurance is one of the life insurance companies handled by Total Life Design.
- MetLife JapancoreMetLife Life Insurance is one of the life insurance companies handled by Total Life Design.
- メディ케어 생명보험 (Medicare Life Insurance)coreMedicare Life Insurance (partner since January 2022) is one of the life insurance companies handled by Total Life Design.
- プルデンシャル ジブラルタ ファイナンシャル 생명보험 (Prudential Gibraltar Life Insurance)corePrudential Gibraltar Financial Life Insurance is one of the life insurance companies handled by Total Life Design.
- あいおいニッセイ同和損保 (Aioi Nissay Dowa Insurance)coreAioi Nissay Dowa Insurance is one of the 5 non-life insurance companies handled by Total Life Design. Provides auto, golf, bicycle, and travel insurance products.
- 三井住友海上火災保険 (Mitsui Sumitomo Marine Insurance)coreMitsui Sumitomo Marine Fire Insurance is one of the 5 non-life insurance companies handled by Total Life Design.
- 東京海上日動火災保険 (Tokio Marine Marine Fire Insurance)coreTokio Marine Fire Insurance is one of the 5 non-life insurance companies handled by Total Life Design.
- 損害保険ジャパン (SOMPO Japan Insurance)coreSOMPO Japan is one of the 5 non-life insurance companies handled by Total Life Design.
- Sony Sompo InsurancecoreSony Sompo Insurance is one of the 5 non-life insurance companies handled by Total Life Design.
- ペットメロディサポート (PS Insurance / Pet Medical Support)corePet Medical Support (PS Insurance, partner since August 2022) is the sole small-scale short-term insurance company handled by Total Life Design, offering pet insurance products.
- Yokohama F. MarinosminorTotal Life Design is an official sponsor of Yokohama F. Marinos football club (J-League). The partnership has been renewed for the 2024 and 2025 seasons.
- Iwate Grulla MoriokaminorTotal Life Design is an official sponsor of Iwate Grulla Morioka football club (J3 League).
- Sint-Truiden VV (Belgium)minorTotal Life Design sponsors Belgian football club Sint-Truiden VV. The company states 'We support Sint-Truiden VV.'
Scale indicators4 records
Recent moves13 records
Expansion highlights5 records
株式会社Total Life Design competitors and assessment
Company assessmentDirect peers
- 保険ほっとライン (Hoken Hot Line): Multi-carrier insurance agency chain with nationwide storefront presence. Competes head-to-head with Total Life Design in the same commission-based, consultative insurance distribution segment.
- 保険見直し本舗 (Hoken Minaoshi Honpo): Largest multi-carrier insurance agency chain in Japan. Directly comparable as a face-to-face, multi-insurer agency distributing life, non-life, and specialty products through physical branches — the same core business model as Total Life Design.
- 保険クリニック (Hoken Clinic): Insurance shop chain operated by Value HR. Operates multi-insurer comparison and advisory stores similar to Total Life Design's Life Designer channel.
- 保険デザイン (Hoken Design / Insurance Design Group): Japanese insurance agency group operating a multi-carrier agency model with both face-to-face consulting and digital channels. Closely comparable in business model and customer segmentation to Total Life Design.
Others
- Money Forward (マネーフォワード): Japanese fintech providing personal finance management and financial product comparison. Adjacent ecosystem participant as Total Life Design publishes educational content on insurance, tax, and financial planning.
Emerging players
- SBI Insurance (SBI損保): Direct-to-consumer online P&C insurer. A relevant adjacent comparator as Total Life Design expands online self-service offerings for auto, travel, and specialty lines.
- Lifenet Insurance (ライフネット生命保険): Online direct-to-consumer life insurer in Japan. Comparable as a transparent, low-cost distribution alternative challenging traditional agency models, though it underwrites rather than distributes.
Peers
- ZUU Consulting: Japanese fintech-adjacent financial media and advisory platform. Adjacent as a content-driven financial product comparator; not a direct competitor but thematically related to Total Life Design's educational blog strategy.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
株式会社Total Life Design social profiles
Digital presence株式会社Total Life Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
株式会社Total Life Design leadership team
Management profileNumber of profiles
Profiles1 record
株式会社Total Life Design subsidiaries and ownership
Company hierarchySubsidiaries6 records
株式会社Total Life Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
株式会社Total Life Design 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 株式会社Total Life Design
What does 株式会社Total Life Design do?
Total Life Design is an independent insurance agency (保険代理店) in Japan that distributes life insurance, non-life/property-casualty insurance, and small-scale short-term insurance on behalf of 28 partner insurers (22 life, 5 non-life, 1 small-scale short-term). The company delivers face-to-face advisory and policy placement through licensed "Life Designer" consultants at its Tokyo headquarters and seven regional branches, and also enables online self-service contracting for travel, 1-day auto, golf, bicycle, and pet insurance products. Ongoing customer follow-up, claims support, and annual policy reviews are provided as part of the lifelong partnership commitment codified in the company's FD (fiduciary duty) Declaration.
Is 株式会社Total Life Design a public or private company?
株式会社Total Life Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 株式会社Total Life Design founded?
株式会社Total Life Design was founded in -1. It employs 11 to 50 people.
Where is 株式会社Total Life Design based?
株式会社Total Life Design is headquartered in Tokyo (Minato-ku), Japan, in the Asia region.
How does 株式会社Total Life Design make money?
One revenue line is on record: insurance agency commissions.
Who are 株式会社Total Life Design's main competitors?
Direct peers on record are 保険ほっとライン (Hoken Hot Line), 保険見直し本舗 (Hoken Minaoshi Honpo), 保険クリニック (Hoken Clinic) and 保険デザイン (Hoken Design / Insurance Design Group). Money Forward (マネーフォワード) is listed as an others. Emerging players are SBI Insurance (SBI損保) and Lifenet Insurance (ライフネット生命保険). ZUU Consulting is listed as a peer.
Does 株式会社Total Life Design have an API?
No public API is recorded for 株式会社Total Life Design.