#Japan #Tokyo #Smart Plus #Finatext Group #SaaS Financial Services

Finatext Group Revamps Corporate Logos for Financial Subsidiaries

Recently, the Finatext Group, a pioneering fintech company in the field of embedded finance, has refreshed the corporate logos for its three subsidiaries: Smart Plus, Smart Plus Short-Term Insurance, and Smart Plus Credit. The logo redesign, which took place on August 13, 2025, aims to communicate their roles in the financial infrastructure sector more effectively.

Purpose Behind the Logo Renewal

Each of these subsidiaries specializes in different financial services, including securities, insurance, and credit. Leveraging SaaS-based financial core systems, they are committed to innovating financial services in partnership with other enterprises. By the end of June 2025, the group had formed partnerships with 37 companies in the financial infrastructure sector, with a goal to increase this number to 49 within the current fiscal year. The new logo serves to visually link the three companies under the Finatext umbrella while showcasing their commitment to robust backend financial systems that support their partners.

New Logo Design Details

The design of the new corporate logo emphasizes brand cohesion by featuring a common mark across all three companies, supplemented by their respective financial specialties. The shared hexagonal honeycomb structure signifies strength and efficiency, while the embedded motifs represent the essence of financial infrastructure. The design, predominantly black and subtle, reflects the intention of these companies to act as silent but supportive partners in the financial services landscape, enhancing collaborative relationships.

Service Logos Revamped

In tandem with the corporate logo redesign, the logos for their financial infrastructure services have also been updated. By maintaining the same design rules as the corporate logo, consistency is ensured while allowing each service's unique character to shine through.

Overview of the Finatext Group

The Finatext Group operates with a mission to reinvent finance as a 'service' through next-generation financial infrastructure. It aims to deliver embedded finance and reshape the landscape of financial services through user-centered approaches. The group includes important entities like the Finatext Corporation, which focuses on new financial service development, Nowcast Inc. for alternative data analytics, Smart Plus for securities business platforms, and Smart Plus Short-Term Insurance for next-generation digital insurance.

Profiles of the Subsidiaries

• - Smart Plus: A fintech company focusing on Brokerage as a Service (BaaS) solutions, supporting businesses in providing tailored securities services. It operates under various financial licenses and adheres strictly to industry standards.

- CEO: Noriko Kobayashi
- Established: March 2017
- Location: Chiyoda, Tokyo
- Website: Smart Plus Website

• - Smart Plus Short-Term Insurance: This firm collaborates with diverse digital service providers to deliver tailored insurance solutions that cater to daily life and manage risks in various scenarios.

- CEO: Hiroto Koyama
- Established: April 2019
- Location: Chiyoda, Tokyo
- Website: Smart Plus Insurance

• - Smart Plus Credit: Specializing in credit services, this fintech company supports businesses in offering credit through its platform, Crest.

- CEO: Kazuaki Ozawa
- Established: April 2022
- Location: Chiyoda, Tokyo
- Website: Smart Plus Credit

Through these updates and innovations, the Finatext Group is well positioned to continue its mission of creating a world where financial services are more integrated into everyday life and accessible to all.