Sony Financial Holdings


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About Our Group

Sony Life

Customized life insurance through consultation based on life planning

Since its founding, Sony Life has steadily expanded its business through providing customized life insurance and extensive after-sales follow-up services based on consultations by Lifeplanner sales employees.

Main Products
  • Death-protection insurance
  • Medical insurance, educational endowment insurance, living benefit insurance and others
Main Sales Channels

picture:Channel Composition

  • Lifeplanner sales employee
    Supports customers through life’s stages with highly developed consultation skills
  • Partners (independent agent)
    Responds to diverse customer needs concerning insureance purchasing styles

Key Strengths of Sony Life

Business expansion through tailor-made insurance design and sales approach and after-sales consultations based on life planning

Characteristics of the Lifeplanner sales employee

  • Excellent staff hired in line with stringent standards of recruitment. Skills developed through systemized training programs.
  • Highly productive life insurance professionals.
  • Full-commission payment structure rooted in entrepreneurial spirit.

Tailor-made approach to insurance design and sales

An approach applied since Sony Life’s earliest days in business that delivers practical insurance products perfectly suited to the needs of each customer through consultations based on life planning.

After-sales consultation

Fine-tuned after-sales services that encompass a review of policy content paralleling changes in customers’ lifestyles and value perceptions.

Product composition centered on high-profit death-protection insurance

Sony Life provides death-protection insurance policies to many customers with children, especially young parents in their 30s who are most in need of coverage for “just in case,” and offers peace of mind with regard to household finances in the event of the policyholder’s death.

ALM and asset management to match insurance liability characteristics to reduce interest rate risk pertaining to liabilities of insurance policies with long-term maturities

Financial soundness to meet future capital requirements

Changes in Business Results

Changes in Sony Life (Non-consolidated) Policy Amount in Force

Industry Position

Sony Life has increased sales of highly profitable life insurance products centering on death-protection, against a backdrop of a shrinking death-protection insurance market trend, and ranked sixth in policy amount in force in Japanese life insurance market. (As of March 31, 2016)

Industrywide Policy Amount in Force* and Sony Life's Market Share

  • Industrywide Policy Amount in Force and Sony Life's Market share
  • Industry Position :Policy Amount in Force