# Habit Factory

> AI\-powered insurance management platform for consumers and financial professionals

## At a glance

| Field | Value |
| --- | --- |
| Category | Customer Engagement |
| Type | Solutions Provider |
| Region | APAC |
| Headquarters | Seoul, South Korea |
| Founded | 2016 |
| Stage | Growth |
| Employees | 51-200 |
| Funding | Series C+ |

## Overview

Habit Factory is a consumer-facing insurance management and financial data platform for individual policyholders and insurance agents, focused on the South Korean market with expansion into North America. The company builds AI-driven tools that help users analyze, compare, and optimize their insurance coverage alongside other household financial products.

The company offers two primary platforms: SignalPlanner, a mobile app for consumers that provides policy analysis and management, and SignalFlow, a B2B platform for insurance agents that covers the full sales workflow from consultation to contract. Both products use proprietary data analytics to surface actionable insights. Habit Factory also holds a South Korean MyData license, enabling it to aggregate personal financial data from banks, insurers, and credit institutions under Korea's open finance regulatory framework.

Habit Factory has raised approximately USD 130M across four funding rounds, with backers including KB Financial Group, Shinhan Financial Group, Z Venture Capital, and Smilegate Investment. The company reported operating profit breakeven in Q1 2025 and revenue exceeding KRW 150 billion (approximately USD 100M) in 2023. The SignalFlow B2B platform serves 500+ agencies, and the company established US mortgage lending operations in 2022.

## Products & services

### SignalPlanner

Mobile application for individual consumers that provides insurance policy analysis, management, and optimization recommendations. The app aggregates a user's existing policies, benchmarks coverage against comparable profiles, and surfaces gaps or savings opportunities.

**Key features:**

- Policy inventory and management across multiple insurers
- AI\-driven coverage analysis and optimization recommendations
- Household bill and financial product insights
- Auto insurance and loan comparison tools

*Target users:* Individual consumers managing personal insurance portfolios

### SignalFlow

B2B platform for insurance agents and sales professionals that streamlines the customer consultation and sales process from initial intake through contract execution.

**Key features:**

- Customer consultation workflow management
- Policy recommendation and illustration tools
- Contract and document management
- Sales performance tracking

*Target users:* Insurance agents and agencies

### SignalFinancialLab

In-house licensed insurance brokerage subsidiary that provides direct consumer consultation and insurance product recommendations alongside the digital platform offerings.

**Key features:**

- Licensed insurance advisory services
- Direct policy placement for consumers
- Integration with SignalPlanner data

*Target users:* Consumers seeking human\-assisted guidance

## Category & focus

- Subcategories: Insurance management app, financial data aggregation, insurance comparison
- Insurance verticals: Life & Annuity, P&C Personal, Health
- Target customers: Consumers, Agents/Agencies

## Notable customers

- Microsoft \(MOU for AI financial platform collaboration, 2024\)
- KB Financial Group \(strategic partner and investor\)
- Shinhan Financial Group \(investor and ecosystem partner\)
- BC Card \(MOU for insurance comparison service integration\)
- KB Capital \(auto insurance and loan comparison partnership\)
- BNK Savings Bank \(data integration and loan comparison partnership\)

## Links

- Website: <https://habitfactory.co>
- Directory profile: <https://insurtechlist.com/companies/habit-factory/>
- Careers: <https://habitfactory.co/careers>
- Linkedin: <https://www.linkedin.com/company/habitfactory>

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*Last updated: 2026\-05\-17*