What Hapisumu Reform does

Hapisumu Reform (ハピすむリフォーム) is a free consumer-facing renovation company matching and estimate-comparison service, operated as a brand within SMS Co., Ltd. (株式会社エス・エム・エス), a Tokyo Stock Exchange Prime Market-listed company (ticker 2175) founded in 2003. The service connects Japanese homeowners across all 47 prefectures with a network of 1,000+ pre-screened partner renovation companies through a concierge-led matching process, in which trained reform concierges present up to three suitable companies based on user-submitted property type, region, and budget information. The service is free for consumers and supports quote requests via both a 15-second online form and a dedicated call center (0120-907-756) operating 9:00-19:00 including weekends and holidays. Hapisumu has accumulated 400,000+ cumulative quote requests and reports a 94% self-reported satisfaction rate (2025 internal survey).

The business model is an affiliate/referral lead-generation model: revenue is earned from partner renovation companies for qualified leads, while consumers pay nothing. Distribution is anchored by an extensive SEO and content-marketing footprint — prefecture- and category-indexed pages plus a 20+-category educational content library covering cost guides, subsidy information, and renovation techniques. The brand has been extended beyond core renovation matching into adjacent sub-brands including Rebuild (再建する, a teardown/reconstruction content site) and Real Estate Sale (不動産売却, a property disposal content site), plus a Subsidy Campaign feature offering up to 100,000 yen in rebates on completed renovation contracts. The brand holds a 2020 JERCO (Japan Housing Renovation Industry Association) Chairman's Award and is celebrating its 9th operating year.

Name

Hapisumu Reform

Legal name

株式会社エス・エム・エス

Website

https://hapisumu.jp

Company type

Public

Founded year

2003

Operating status

Operating

Short description

Hapisumu Reform is a free Japanese renovation company matching platform operated by TSE Prime-listed SMS Co., Ltd. (ticker 2175). It connects homeowners across all 47 prefectures with 1,000+ vetted renovation companies via a concierge-led quote comparison service, monetizing through affiliate referral fees from partners.

Ownership category

akta.pro rank

Product category

Home Renovation Marketplace

NAICS

Residential Remodelers (236118)

SIC

General Bldg Contractors - Residential Bldgs (1520), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Renovation, Remodeling & Tenant Improvements (General Contracting) (IMAFAAAE)

akta.pro secondary industry

Pre-Sale / Move-In Whole-Home Refresh & Modernization (HSAPAEAJ)

Keywords

• Home renovation matching
• Renovation estimate comparison
• Home improvement platform
• Renovation company directory
• House renovation marketplace

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Lead generation / referral fees from partner renovation companies: Hapisumu earns revenue by referring homeowners to partner renovation companies. When users request quotes through the platform and complete transactions with referred companies, Hapisumu receives compensation from the partner companies. The service is free for consumers—homesowners pay nothing for the matching service.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Hapisumu Reform is a free online platform that connects Japanese homeowners with pre-screened renovation companies for estimate comparison. Trained reform concierges select up to 3 suitable companies from a 1,000+ partner network based on each customer's property type, region, and budget. Revenue is generated from referral fees paid by partner renovation companies that receive qualified leads.

Product overview

Hapisumu Reform is a free online platform that connects Japanese homeowners and property managers with vetted renovation (reform) companies for estimate comparison. It operates as a single integrated service — not a modular platform — comprising the core renovation matching platform (ハピすむ改革), the subsidy campaign feature (ハピすむ補助金キャンペーン), and two supplementary content sites: Rebuild (再建する, focused on house teardown/reconstruction) and Real Estate Sales (不動産売却, focused on property disposal). The core platform enables users to input property type, region, and budget to receive introductions to up to 3 pre-screened renovation companies, with support from certified reform concierge advisors.

Differentiator

Problem solved

Functional benefit

Products and services

• Hapisumu Reform (ハピすむリフォーム) Free online renovation company matching and estimate comparison service for Japanese homeowners. Connects users with up to 3 pre-screened renovation companies from a nationwide network of 1,000+ vetted partners through dedicated reform concierge consultation. Covers full renovation, kitchen, bathroom, exterior, interior, eco-renovation, seismic reinforcement, and more.
• Rebuild (再建する) Companion site focused on house rebuilding (建て替え) — teardown and reconstruction — providing foundational knowledge and educational content for homeowners considering rebuild projects.
• Real Estate Sale (不動産売却) Companion site covering real estate sales and disposal (不動産売却) knowledge, extending Hapisumu's housing-related content scope into property transactions.

Quantifiable outcome

• 94% customer satisfaction rate
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• 全国1,000社以上のリフォーム会社 (1,000+ nationwide renovation companies)coreChannel Partner/ Reseller/ DistributorPartner renovation companies undergo strict screening criteria (独自の厳しい加盟基準) to join the network. Companies with frequent customer complaints are removed from the recommendation pool. Partners receive qualified leads from matched customers seeking renovation services. Examples include: 株式会社フレッシュハウス, 株式会社リビングサーラ, 株式会社コニージャパン, 住友不動産の新築そっくりさん, 土屋ホームトピア, 山商リフォームサービス,大和ハウスリフォーム, スペースアップ, 住友林業のリフォーム, 住友不動産ハウジング, ミサワリフォーム関東, ニッカホーム, etc.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Town Life (タウンライフ): Townlife runs a multi-category home services comparison platform (renovation, real estate, builders), offering overlapping homeowner-matching functionality with broader scope than Hapisumu's core renovation focus.
• Reform Hikaku Pro (リフォーム比較プロ): Operated by Mirai Works, Reform Hikaku Pro is a renovation estimate comparison marketplace with concierge-style matching, overlapping almost directly with Hapisumu's value proposition and target customer.
• LIFULL HOME'S Reform (ホームプロ): Operated by LIFULL (formerly NEXT), HomePro is Japan's most recognized renovation company matching platform, directly competing with Hapisumu on the same homeowner-to-contractor referral model across multiple prefectures.

Broad incumbents

• Qracian (クラシアン): One of Japan's largest direct-service home repair and renovation companies; competes with the demand side of Hapisumu's marketplace by capturing customers through brand-driven direct response rather than matching platforms.
• Daiwa House Reform (大和ハウスリフォーム): The renovation arm of Daiwa House Industry, Japan's largest homebuilder; combines in-house renovation services with selective matching, serving as both a potential partner and broad incumbent competitor to Hapisumu's partner network.
• Sumitomo Realty & Development (住友不動産): Major Japanese homebuilder whose 新築そっくりさん (Shintaku Sokkurisan) brand is a Hapisumu-listed partner; competes as a broad incumbent with integrated new-build, renovation, and real estate services spanning the homeowner lifecycle.
• Misawa Reform (ミサワリフォーム): The renovation division of Misawa Homes, a major Japanese homebuilder; combines direct renovation services with homeowner-matching and serves as both a potential partner and broad incumbent in the renovation category.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hapisumu Reform