#Japan #Tokyo #NISA #Variable Insurance #iDeCo

Research Insights into Financial Awareness and Preferences

Recently, Loyalty Marketing Co., Ltd. conducted a comprehensive survey to delve into the financial awareness and preferences of Japanese consumers aged 20 to 69. The survey focused on investment tools including NISA, new NISA, iDeCo, and variable insurance, gathering responses from 1,000 participants from January 6 to January 7, 2026. Here are the key findings from this important study:

Awareness Levels of Financial Products

One of the standout facts from the research is that about 64% of respondents indicated they were completely unaware of variable insurance. This is a stark contrast to other products such as NISA and iDeCo, where awareness levels were significantly higher. Specifically, 35.5% were at least familiar with the basics of NISA or new NISA, and 38.7% felt the same about iDeCo.

This gap suggests that while mainstream investment products are recognized, variable insurance still has a long way to go in terms of consumer education. With only 8% of participants claiming to fully understand the contents of variable insurance, the challenge lies in enhancing its visibility.

Reluctance to Use Available Instruments

The survey also revealed that a staggering 47% of respondents expressed a desire to avoid using any of the available financial products for asset formation. Among those who were already utilizing financial tools, only 35.4% reported using NISA or new NISA, while merely 3.1% were leveraging variable insurance. This raises concerns about consumer confidence and understanding of these financial products. Furthermore, over half of the participants, 56.3%, indicated they had no intention of using any specific product in the near future.

Perspectives on Asset Management

When asked about their asset management attitudes, the most popular response, accounting for 36.2%, was that respondents were unsure about how to approach it. Notably, the preference for avoiding any potential capital losses was particularly salient among respondents in their 60s, with 44.5% stressing this point.

Identifying Suitable Financial Instruments

Interestingly, many consumers struggle to identify which financial instruments align with their asset formation strategies. Approximately 45.1% stated they did not know which tool was suitable for them, while 35.1% thought NISA or new NISA would best fit their needs. This lack of confidence points to the necessity for more targeted education about personal finance and investment strategies.

Appreciation for Variable Insurance

Despite the low awareness of variable insurance, approximately 80% of its users evaluated it favorably. Key motivations for choosing variable insurance included the ability to prepare both insurance and investment simultaneously. About 77.4% found variable insurance either compelling or moderately appealing, indicating a significant hidden potential for customer satisfaction.

Conclusion and Next Steps

As financial literacy continues to evolve among the Japanese population, companies must capitalize on this opportunity to educate consumers about available products. Strategies to improve visibility and understanding of variable insurance, in particular, can help boost its usage rate. With nearly half of the surveyed individuals expressing disinterest in utilizing existing financial options, addressing these concerns and enhancing consumer engagement will be critical for companies in the financial sector moving forward.

Survey Methodology

The findings were derived from an online survey targeting Japanese residents aged 20 to 69, yielding 1,000 valid responses, balanced across gender and age demographics.

This research underscores the need for increased awareness and understanding of financial products in Japan, an area ripe for further development and consumer education.