Survey Insights: Financial Awareness Among Wives of Small Business Owners in Japan

Insights from the Survey on Financial Awareness

In anticipation of ``Asset Formation Day'' on April 3, NN Life Insurance Co., represented by its President Marius Popescu and headquartered in Shibuya, Tokyo, recently conducted a significant survey targeting the wives of small business owners across Japan. The study focused on their views and awareness regarding finances and asset formation.

Survey Overview

the survey involved 251 wives of entrepreneurs who lead small to medium-sized enterprises (SMEs) defined as those with fewer than 300 employees. The purpose was to gain insights into their household income, assets, and the financial concerns they encounter as partners of business leaders.

Key Findings

1. Lack of Awareness of Husband's Income: 70.5% of the respondents did not know their husband's monthly income. Additionally, 68.9% were unsure of their overall household income.
2. Economic Anxiety and Budgeting: 37.8% reported feelings of economic insecurity. Among the respondents, 76.1% engaged in various cost-saving measures in their daily lives.
3. Spending Habits: The most commonly cut expense was daily food costs (53.8%). Respondents expressed a desire to spend more on travel and leisure (37.5%) if they had the financial means.
4. Personal Income and Assets: 74.9% indicated having their own income, while 70.5% had assets in their name.
5. Current and Future Asset Formation Efforts: For the respondents already engaging in asset formation, 51.0% were relying on ordinary savings. Surprisingly, when asked about future endeavors, 29.5% claimed they did not know what to pursue.
6. Interest in Learning: Approximately 39.0% expressed a desire to learn more about asset formation, particularly among those aware of their husband's financial status.
7. Communication with Spouse: Only 25.5% indicated they consult their husbands regarding asset formation, and just 11.6% had established a household asset target for ten years later.
8. Goals for Asset Formation: The primary reason cited for personal asset building was to secure retirement (47.8%), followed by preparing for unexpected household emergencies (34.7%).

Detailed Observations

The survey revealed a stark gap in financial communication between partners. A notable percentage of wives are unaware of their husbands’ income structures. This lack of awareness may contribute to feelings of economic uncertainty and the pressing need for budgeting among the majority.

Interestingly, daily spending habits illustrate the priority placed on necessities over leisure, as revealed by the ranking of the expenses they are accustomed to cutting. This suggests a conservative approach to finances, indicating that many are inclined towards saving rather than investing.

Despite the challenges, there remains a curious willingness to engage in asset formation, with many wives admitting a desire to increase their knowledge in this area. The correlation between understanding a husband’s financial situation and a desire for proactive asset management underscores the need for open discussions about finances.

Furthermore, the figures suggest that most couples are not setting clear, shared financial goals for the future, which presents an opportunity for improvement in their financial planning.

Conclusion

Keiko Hayashi from the CX Innovation Promotion Department at NN Life expressed, “The results of this survey highlight crucial areas where couples can benefit from enhanced communication regarding financial planning and asset formation.” She emphasized the importance of addressing these issues to empower wives in their financial journeys.

NN Life also operates a dedicated information platform for wives of small business owners called “Tsugunowa” (https://www.nnlife.co.jp/wife-succession/), which aims to provide practical advice and support tailored to their unique challenges. It encourages them to discuss their financial futures collaboratively with their husbands.

Methodology

The survey was conducted via the internet between January 1 and 13, 2026, representing a diverse demographic sample across various age groups from 20s to 70s, encompassing a total of 251 participants. Results are rounded to the nearest value, and thus may not sum to 100%.

For further insights and detailed findings, please refer to NN Life’s dedicated resources and study reports.