Sasuke Financial Lab Expands Through Acquisition of Lify Insurance

Sasuke Financial Lab Expands Its Reach in the Insurance Sector

Sasuke Financial Lab, a Tokyo-based digital insurance broker, has taken a strategic move to strengthen its market presence by signing a business transfer agreement with Lify, a company well-known for its insurance comparison platform. The acquisition is set to take effect on February 1, 2026.

Overview of Lify

Founded in August 2000 and located in Minato, Tokyo, Lify specializes in web services and insurance brokerage, providing comprehensive solutions that include life and non-life insurance products. Their platform, Lify, has garnered substantial attention for its user-centric approach, enabling consumers to easily assess their insurance options online.

Rationale Behind the Acquisition

While insurance serves as a crucial societal infrastructure for potential unforeseen circumstances, many consumers still find it challenging to compare, understand, and navigate through the procedures associated with various policies. As the landscape shifts from traditional face-to-face sales to digital, the demand for straightforward and comprehensive information has skyrocketed. This transformation highlights the necessity for insurance channels to connect consumers through two primary components: 1) an information framework that supports comparison, understanding, and decision-making, and 2) accessible consultants who can guide individual circumstances seamlessly. Sasuke Financial Lab is committed to integrating these elements to enhance service delivery.

Previous Growth and Future Integration

Just last year, Sasuke completed the full acquisition of Ateam Finagy, followed by an absorption merger that has successfully propelled growth and operational efficiency. Notably, one of their projects, branded as “Shikkari Hoken, Chanto Setsuyaku,” has effectively encouraged potential policyholders to make informed decisions. Their online insurance application rates surged, reaching 2.4 times the volume seen before the merger.

The knowledge gained through this previous merger will now be applied to the integration of Lify, ensuring that both speed and quality of outcomes are achieved. With over 25 years of history, Lify has previously claimed the title of the leading online insurance broker, which complements Sasuke’s consultation capabilities aimed at greater customer satisfaction.

Future Vision and Goals

Following the outlined objectives in last year’s press release, Sasuke Financial Lab is dedicated to accelerating M&A activities with the goal of becoming one of the top three insurance agencies in Japan within three years. Key focus areas include:

- Executing multiple M&A deals annually
- Reforming work styles for insurance agents through the adoption of IT, AI, digital marketing strategies, and productivity enhancements
- Not merely expanding but innovating customer experiences and overall industry productivity

Amidst challenges such as regulatory changes, management obstacles, and a looming succession crisis faced by many brokers, Sasuke aims to be at the forefront of industry reform, combining digital technology with human expertise to establish Japan’s largest infrastructure for peace of mind.

About Sasuke Financial Lab

Founded in March 2016, Sasuke Financial Lab has operated under the mission of empowering individuals to choose insurance that fits their needs. They have developed a comprehensive digital insurance agency platform, notably through Kono Hoken and “Shikkari Hoken, Chanto Setsuyaku.” The company is at the forefront of utilizing digital tools to simplify the insurance experience, ensuring everything from quotation to application is intuitive and user-friendly.

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Conclusion

The strategic acquisition of Lify marks an ambitious step for Sasuke Financial Lab as they continue to weave together technological advancements with customer-focused service models. This move not only boosts their market standing but also aims to reshape the insurance landscape in Japan, making it more accessible and user-friendly for all consumers.