Sasuke Financial Lab
Insurance comparison and digital transformation platform for the Japanese market
Overview
Sasuke Financial Lab is a distribution and digital transformation platform for Japan's insurance market. Founded in 2016 and headquartered in Tokyo, the company operates Konohoken, an online insurance comparison and selection platform that gives Japanese consumers access to over 200 products from 34 insurance carriers across life, health, and property insurance. Users can complete their selection independently or consult with in-house financial planners.
The company offers both consumer-facing and enterprise solutions. Its enterprise product line includes a white-label insurance comparison platform, a SaaS-based insurance agency management system (Konohoken PRO), and digital transformation services for carriers seeking modern distribution channels. In January 2026, Sasuke Financial Lab acquired Lify, a corporate insurance comparison platform, as part of a broader insurance agency roll-up strategy.
The company raised approximately USD 22M in a Series A round announced in June 2025, with backing from Mizuho Financial Group, Plug and Play Japan, Innoh Associates, Yomiko, ANOBAKA, and Global Catalyst Partners Japan. It holds ISO/IEC 27001 certification and has received recognition from CB Insights as one of the 100 APAC insurtech startups to watch.
Products & Services
Konohoken (Konohoken!)
An online insurance comparison and selection platform for Japanese consumers. Provides access to 200+ products from 34 insurance companies across life, property, and medical insurance. Customers can use the platform self-serve or work with in-house financial planners.
Key Features
- Access to 200+ products across 34 insurers
- Self-serve and advisor-assisted flows
- Annual "Insurance of the Year" award publication
Target Users: Japanese consumers
Konohoken PRO
A SaaS-based insurance agency platform launched in 2023, designed for insurance agencies seeking digital workflow management and product access.
Key Features
- Agency-focused insurance management
- Digital workflow tools
- Integration with carrier product systems
Target Users: Insurance agencies
White-Label Insurance Platform
An enterprise solution enabling carriers and partners to deploy branded insurance comparison and distribution capabilities.
Key Features
- White-label configuration
- Insurance broker/carrier API integration
- Partner-branded consumer experience
Target Users: Carriers, Financial institutions
Insurance DX Support
Digital transformation consulting and implementation services for insurance providers seeking to modernize distribution and operations.
Target Users: Carriers
Lify (Acquired January 2026)
An insurance comparison platform focused on corporate insurance. Acquired in January 2026 as part of an insurance agency roll-up strategy.
Target Users: Carriers, Agents/Agencies
At a Glance
- Founded
- 2016
- Headquarters
- Tokyo, Japan
- Employees
- 51-200
- Funding
- Series A
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Insurance comparison Digital distribution Agency management SaaS
- Insurance Verticals
- Life & Annuity P&C Personal Health
- Target Customers
- Consumers, Carriers, Agents/Agencies
Customers
- Nippon Life (Nissay)
- Daiichi Life
- Nichii Gakkan
- au Financial Partner
- AEON Insurance Service
- Mizuho Financial Group
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Last updated: 2026-06-08