#Japan #Tokyo #GDX #wills #WILLsCoin

GDX and Wills Join Forces to Innovate Hometown Tax Contributions

The General Incorporated Association for Municipal DX Promotion, known as GDX, has officially announced the joining of Wills, Inc., a company that provides a hometown tax service utilizing shareholder reward points. This partnership is set to create a groundbreaking new donation market by uniquely integrating the investment base of over 650,000 shareholders into community contributions.

What is Wills?

Wills, Inc. specializes in providing services tailored for shareholders and investors of listed companies. With over 700 partnering public companies and more than 100 that have adopted its flagship service, the “Premium Benefits Club,” Wills has carved a unique niche as a closed platform connecting shareholders directly with companies. The expansion of the new NISA system has led to an unprecedented rise in the number of individual shareholders, thus increasing the platform's relevance and utility.

Innovation in Hometown Tax Market

In August 2025, Wills introduced a pivotal addition to the Premium Benefits Club— a hometown tax contribution function. This streamlined process allows shareholder benefit points to be converted into a specialized currency, WILLsCoin, which can be easily utilized for hometown tax donations. Notably, it enables the aggregation of benefit points from multiple companies, increasing its appeal and functionality.

Currently, the total amount of coins held by portal members has reached a staggering value of approximately 900 million yen, which underscores its potential as a funding source for community contributions. Remarkably, about 88% of users are individual shareholders, with more than 82% of contributions being made via WILLsCoin. This includes approximately 22% of members boasting a household income exceeding 10 million yen, showcasing Wills’ ability to directly engage affluent investors— a demographic often overlooked in traditional hometown tax portals.

The regulatory landscape has shifted since the October 2025 reform that banned point rewards on hometown tax portal sites, leading to diminishing differentiation among the major platforms. Amidst these changes, Wills’ model utilizing shareholder reward points remains robust and immune to such regulations. Consequently, the establishment of a “no out-of-pocket” hometown tax contribution avenue using shareholder benefits has emerged as a more attractive option for users.

The Role of GDX

With Wills’ accession to GDX, the organization anticipates an exciting opportunity to cultivate relationships with a new donor demographic. By focusing on the investor persona within a closed site, GDX aims to leverage the experience gathered in acquiring new contributors, ultimately fostering sustainable ties for repeated donations.

Upcoming Publications

An interview with Wills Executive Officer Ken Ishikura and the Hometown Tax Project Leader Yoshiko Hirose will be featured in the upcoming May 2026 edition of the newsletter 'Municipal DX Guide Vol.9,' focusing on the theme 'Return to the Roots of Hometown Tax.' Additionally, the article will be made available on the web version of the Municipal DX Guide.

Online Access

Visit the Municipal DX Guide (Web Edition) for more insights on the innovative combination of 'Shareholder Benefits' and 'Hometown Tax'—exploring the new donation market fostered by a robust base of 650,000 investors.

GDX continues to strengthen alliances with member companies like Wills, enabling enhanced support for municipal digital transformation initiatives and promoting sustainable development within local communities.

Company Overview

• - Wills, Inc.
• - Address: 6F Toranomon 2 Chome Tower, 2-3-17 Toranomon, Minato-ku, Tokyo 105-0001
• - Website: Wills

GDX is committed to driving the digital transformation of municipalities and supporting sustainable local development through collaboration and innovation.