V Point Marketing

What V Point Marketing does

V Point Marketing Co., Ltd. (Vポイントマーケティング株式会社) is a Japanese loyalty program operator that runs the V Point (formerly T Point) multi-merchant rewards ecosystem. The company serves Japanese consumers who earn and redeem points across an extensive partner network spanning physical retail (TSUTAYA, convenience stores, drug stores, supermarkets), restaurants, gas stations, online platforms, and financial service providers. The platform is built around the V Point Card (available as physical plastic, mobile, and virtual card), the V Point mobile application, and the V Money electronic money service, with integration into financial products including investment (via SBI Securities), insurance (LifeNet, SBI Sonpo), loans (SMBC Mobit), debit cards (Suruga Bank), and cryptocurrency exchange (bitFlyer).

The underlying technology operates as a loyalty points platform enabling point accumulation, transfer, and redemption across a broad network of merchants and financial institutions in Japan. The platform supports double point accrual at partner stores, mobile card barcode presentation, and registration via Yahoo! JAPAN ID or phone verification. Technical integrations include real-time point-funded investment purchases through SBI Securities (1 point = 1 yen), cryptocurrency exchange through bitFlyer (starting from 100 points for Bitcoin), and insurance premium payment via V Points at SBI Sonpo. Operational infrastructure for point and electronic money services is managed by CCC-Life Partners within the CCC (Culture Convenience Club) group.

The business model is dual-stream: partner merchant commissions and transaction fees from points earned and redeemed across the retail network, plus affiliate and referral revenue from co-branded credit cards and financial product integrations. The program is free for consumers (freemium model with no membership fee), with revenue generated entirely from B2B partner relationships. Distribution is omnichannel, anchored by TSUTAYA retail stores for card issuance and co-branded financial cards for embedded access, with digital channels including the V Point mobile app, V Point website, and partner online platforms. The company is privately held and headquartered in Japan.

Name

V Point Marketing

Legal name

V POINT MARKETING Co.,Ltd.

Website

https://vpoint.net

Company type

Private

Operating status

Operating

Short description

V Point Marketing operates Japan's V Point (formerly T Point) multi-merchant loyalty rewards platform, serving Japanese consumers with a points card, mobile app, electronic money, and financial-service integrations spanning retail, investment, insurance, loans, and cryptocurrency.

Ownership category

akta.pro rank

Product category

Consumer Loyalty Rewards Program

akta.pro primary industry

Loyalty, Rewards & Retention Platforms (BPAFAFAH)

Keywords

• Loyalty points program
• Consumer rewards platform
• Electronic money service
• Mobile point card
• Retail loyalty network

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Partner Merchant Commissions & Transaction Fees: V Point earns commission revenue from partner merchants (retail stores, restaurants, online platforms, financial services) who offer V Point accumulation/redemption. Revenue is generated through transaction-based fees when members earn or redeem points at partner locations.
2. Credit & Financial Services Partnerships: Revenue from co-branded credit card partnerships (e.g., Sumitomo Mitsui Card), loan services (SMBC Mobit), and investment platforms (SBI Securities). V Point earns referral fees and interchange revenue through these financial product integrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

V Point Marketing operates the V Point consumer loyalty rewards program in Japan, enabling users to earn, transfer, and redeem points across thousands of partner merchants including TSUTAYA retail stores, convenience stores, drug stores, supermarkets, restaurants, and online platforms. The program is accessed via physical loyalty cards, a mobile app, and integrates with financial products such as co-branded credit cards, electronic money (V Money), investment services, insurance, and cryptocurrency exchange, allowing points to be deployed across both retail redemption and financial service use cases.

Product overview

V Point Marketing operates a multi-faceted loyalty point platform offering the V Point Card as its core product, supplemented by the V Point App for mobile access, V Money electronic money service, and various financial services including investment (via SBI Securities), insurance (LifeNet, SBI Sompo), loan services (SMBC Mobit), and cryptocurrency (bitFlyer). The platform also includes gaming elements and a shopping mall. Partner credit cards like Olive and Mitsui Sumitomo Card (NL) enable point earning on everyday purchases. Points can be earned, redeemed, transferred, and invested across an extensive partner network of retail, restaurant, drug store, and financial service providers throughout Japan.

Differentiator

Problem solved

Functional benefit

Brands

• Vマネージャー (V Money): Electronic money service that can be charged onto V Point cards
• Vポイント投資 (V Point Investment)
• Vポイントが貯まる保険

Products and services

• V Point Card (Vポイントが貯まるカード) The primary loyalty point card allowing users to earn and redeem V Points at partner stores nationwide. Available as a physical plastic card, mobile V Card through the app, or virtual card. Registration is available via phone verification or Yahoo! JAPAN ID.
• V Point App Mobile application for managing V Points, displaying mobile V Card barcodes, checking point balance and transaction history, accessing exclusive promotions and games, and earning bonus points. Available on iOS and Android.
• V Money (Vマネー) Electronic money service loadable onto V Point Cards. Supports charging via cash at partner stores, credit card, V Points, or Paidy. Users earn double V Points when using V Money at partner stores and triple points on special charge days. Functions as contactless payment at TSUTAYA, Welcia, drug stores, and other partner merchants.
• V Point Investment (Vポイント投資) Investment service allowing V Point members to use accumulated points (1 point = 1 yen) to invest in mutual funds, domestic stocks, NISA accounts, and cryptocurrency via SBI Securities. Investment starts from 100 points. Members also earn V Points through investment activities.
• V Point Mall Online shopping mall operated by V Point Marketing offering accelerated point earning through purchases, games, and advertising content. Accessible via the dedicated t-mall.tsite.jp web domain.

Quantifiable outcome

• V Point holders can earn points worth up to 7% cashback at select convenience stores and restaurants when using Sumitomo Mitsui Cards with smartphone touch payment.
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• SBI Securities (SBI証券)coreTechnology or IntegrationV Point has a deep integration with SBI Securities enabling V Point members to use accumulated points (1 point = 1 yen) to invest in mutual funds, domestic stocks, and cryptocurrency. Members can also earn points through investment activities with SBI Securities. New account openings award 100 SBI-exclusive V Points.
• bitFlyercoreTechnology or IntegrationV Point members can exchange accumulated V Points (starting from 100 points) for Bitcoin via bitFlyer, Japan's largest cryptocurrency exchange by trading volume. Members also earn V Points when making Bitcoin purchases of 500 yen or more using bitFlyer.
• SMBC Mobit (SMBCモビット)coreTechnology or IntegrationSMBC Mobit offers V Point-earning and V Point-redemption on loan repayments. Members earn 1 V Point per 200 yen of interest paid, and can use points (1 point = 1 yen) for loan repayments via the My Mobit service. The SMBC Mobit card serves as a V Point-earning card.
• Lifenet Life Insurance (ライフネット生命)coreTechnology or IntegrationV Point members who purchase Lifenet life insurance earn V Points equivalent to 1% of their monthly insurance premium. The insurance covers death, medical, cancer, loss-of-earnings, and dementia protection products.
• Suruga Bank (スルガ銀行)minorChannel Partner/ Reseller/ DistributorSuruga Bank issues a V Point Visa debit card allowing users to earn V Points on purchases. The card functions as both a bank debit card and a V Point-earning card, with additional points earned for Suruga Bank V Point Branch transactions.
• Sumitomo Mitsui Card (三井住友カード)coreTechnology or IntegrationSumitomo Mitsui Card issues Olive and NL branded credit cards that earn V Points. Cardholders can earn up to 7% point cashback at designated convenience stores and restaurants using smartphone touch payment. These cards are co-branded with V Point branding.
• CCC-Life Partners (CCCライフパートナーズ)coreStrategic or Co-development PartnerCCC-Life Partners operates the V Money electronic money service and manages the operational infrastructure for point and electronic money services under the V Point ecosystem.
• TSUTAYA (ツタヤ)coreStrategic or Co-development PartnerTSUTAYA is the primary retail distribution channel for V Point cards and serves as a key anchor merchant. V Point cards are issued at TSUTAYA stores, and TSUTAYA participates in V Point promotional campaigns and special 'charge days' for V Money.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rakuten Points (Rakuten Group): Rakuten Points is one of Japan's largest multi-merchant loyalty programs, earning and redeeming across the Rakuten e-commerce ecosystem and a broad external merchant network. Directly comparable to V Point on points-as-currency model, broad merchant acceptance, and integration with financial products (Rakuten Card, Rakuten Securities, Rakuten Pay).
• d Point (NTT Docomo): d Point is NTT Docomo's multi-merchant loyalty program with tens of millions of members in Japan, accepted across retail, convenience stores, and online. Directly comparable to V Point as a Japan-domestic, multi-category loyalty currency with deep telecom-anchored distribution.
• Ponta (Loyalty Marketing, Inc.): Ponta is one of Japan's largest loyalty programs operated by Loyalty Marketing, Inc., backed by Mitsubishi Corporation and Lawson. Directly comparable to V Point in scope, multi-merchant redemption network, and consumer adoption across retail and online channels.
• PayPay Points / PayPay (Z Holdings / LY Corporation): PayPay Points are earned and redeemed across the PayPay mobile payment network in Japan. Directly comparable to V Point as a digital-first, payments-anchored loyalty currency competing for the same merchant and consumer mindshare.
• LINE Points (LY Corporation): LINE Points are earned and redeemed within the LINE messaging super-app ecosystem and partner merchants. Comparable to V Point as a digital loyalty currency with strong mobile engagement mechanics and broad Japanese consumer reach.

Broad incumbents

• nanaco (Seven & i Holdings): nanaco is the loyalty and stored-value program of Seven & i Holdings (7-Eleven, Ito-Yokado). Comparable to V Point as a Japan-domestic loyalty and e-money platform with strong retail anchor, though narrower in merchant scope.
• WAON (AEON Financial Service): WAON is AEON Group's loyalty and electronic money program used across AEON retail and partner merchants. Comparable to V Point as a Japan-domestic, multi-merchant loyalty and e-money platform anchored to a large retail group.

Emerging players

• Stocard (Klarna Group): Stocard is a mobile loyalty aggregator that consolidates multiple retailer loyalty cards into one app. Comparable to V Point in addressing consumer pain around managing multiple loyalty programs, though Stocard is card-aggregation focused rather than operating its own points currency.

Others

• PeX: PeX operates a Japanese point-exchange and cashback platform allowing users to consolidate points from multiple programs. Comparable to V Point as part of Japan's broader points-aggregation ecosystem, though PeX is an aggregator/exchange rather than a primary loyalty issuer.

Regional players

• LoyaltyOne (Loblaw Companies): LoyaltyOne operates PC Optimum, one of Canada's largest multi-banner loyalty programs. Comparable to V Point as an established multi-merchant loyalty platform with integrated financial and retail partnerships, though operating in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vpoint_official
• Facebookfacebook.com/tpoint.jp

Revenue estimate

Valuation estimate

Number of profiles

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 V Point Marketing