The Sony Financial Holdings Group works to differentiate itself in all three of its business, namely life insurance, non-life insurance and banking, by building business models based on our originality. The Sony Financial Holdings Group also strives to provide customer-oriented and highly convenient financial products and services to individual customers.

The earnings generated through these business models based on our "originality" enhance our financial "soundness", have led to the establishment of a strong financial base. From this strong financial base, the Sony Financial Holdings Group is executing effective business strategies that respond flexibly to changes in its business environment, with the aim of enhancing corporate value.

The Sony Financial Holdings seeks to increase corporate value based on steady growth at its three main subsidiaries. By generating synergies through cross selling and other measures and by entering new business fields, the Sony Financial Holdings Group will accelerate growth and enhance its presence within the industry.

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Since its founding, Sony Life has steadily expanded its operations and increased its share of business in a shrinking life insurance market by designing and selling customized life insurance based on consultations by Lifeplanner sales employees, and by providing extensive after-sale follow-up services. With these high-quality sales channels, Sony Life has distinguished itself from its competitors, and achieved a competitive advantage in the industry.

This competitive advantage is maintained through careful recruitment and training of personnel with a wealth of sales experience and exceptional abilities to attract new customers, as well as a unique sales method that includes the design and sale of customized products developed through life planning consultations; performance-linked compensation; and the mutual sharpening of skills among Lifeplanner sales employees. This sales method has raised awareness among customers of the need for death protection products*, and such products account for around three-quarter of the entire insurance product lineup (based on annualized premiums from policies in force). In addition, after the sale they conduct appropriate follow-up activities in line with changes in the customer's lifestyle, not only to review their life plans and maintain the necessary security, but to provide appropriate information and propose solutions through consultations on matters other than insurance, such as referrals for nursing care facilities, hospitals and attorneys. These efforts have allowed Sony Life to gain the trust of customers as a "Life-long escort."

Sony Life will continue to strengthen its recruitment and training programs for Lifeplanner sales employees, while enhancing its unique sales support system, with the view to improving the quality of Lifeplanner sales employees.

*Death protection products in this case represents the total annualized premiums from policies in force after deduction of endowment and educational insurance, individual annuities, and medical insurance.

Sony Assurance provides automobile insurance featuring outstanding coverage at reasonable premiums by segmenting risk into categories such as customers' driving distance. On the services front, Sony Assurance takes extra steps to allow customers to experience in advance its high-quality services in regard to accident responses. For example, Sony Assurance commits to a high level of service quality beforehand to reassure its customers. With broad customer appreciation for both its pricing and services, Sony Assurance has maintained top share* of the direct automobile insurance market in Japan. Sony Assurance has also maintained the leading position in terms of direct premiums written for the past nine consecutive years.

Sony Assurance has also secured a high degree of profitability by properly controlling operating expenses through a business structure based on the direct insurer model, in addition to the aforementioned rational pricing system for insurance premiums. Meanwhile, Sony Assurance has enhanced its product lineup in areas other than automobile insurance. One is SURE medical and cancer insurance, which is based on the concept of providing a wide range of insurance protection at reasonable premiums. The other is an overseas travel accident insurance product, which was launched in 2009.

*FY2010 share of direct premiums written for eight non-life insurance companies that sell automobile insurance primarily via direct sales channels.

View Financial Highlight for Sony Assurance

In finance, trading prices and commissions relative to constantly changing interest rates and exchange rates are determined through the process of competition. This has long remained confined to the world of professional investors, who painstakingly manage large investments backed by tremendous funding power. Through advancement in information processing and communications technologies, Sony Bank believes that it is possible for individual investors to also receive industry-standard financial services. Based on this approach, Sony Bank has made a point of setting trading prices and commissions closer to actual market prices, while providing easy-to-understand financial products and services, with the aim of delivering such financial services that professional investors enjoy. Sony Bank sets itself apart from traditional, full-service banks with bricks-and-mortar branches by providing highly convenient, high-quality financial products and services centered on asset management to individual customers over the Internet. With broad customer appreciation for its consistent emphasis on customers and its services, Sony Bank has steadily increased its retail balance. In addition, Sony Bank has consistently scored high in customer satisfaction surveys issued by various media organizations.

View Financial Highlight for Sony Bank