Sony Assurance Begins Selling Automobile Insurance via Bank Websites
—Starting Bank Sales of Insurance Products in Effort to Increase the Number of Sales Channels under its Direct Business Model—

April 28, 2008

In line with the complete lifting of bans on the sale of insurance products at bank branches in December 2007, Sony Assurance Inc. ("Sony Assurance"), a wholly owned subsidiary of Sony Financial Holdings Inc. ("SFH"), has been preparing to offer its automobile insurance through banks. Sony Assurance hereby announces that sales of automobile insurance via bank websites are commencing.

Specifically, on May 1, 2008, the Hiroshima Bank, Ltd. ("Hiroshima Bank") will begin offering Sony Assurance's automobile insurance products via its website, operating as an insurance sales agent. Through its website, Hiroshima Bank will provide estimates and accept applications of Sony Assurance's automobile insurance as one of the financial services it offers its customers.

Since its business launch in autumn 1999, Sony Assurance has expanded its business as a direct insurance company communicating with customers directly over the telephone and via the Internet. For the past five years, Sony Assurance has maintained its top ranking among direct insurance providers for automobile insurance premiums written.* Employing the marketing expertise it has accumulated over the years, Sony Assurance is striving to leverage its direct business model and expand sales channels for which it has a natural advantage. Bank sales constitute a new sales channel for Sony Assurance, which the company intends to expand aggressively.

Sales via bank websites help enhance convenience to customers and put Sony Assurance's automobile insurance right at their fingertips. Sony Assurance intends to take advantage of these features to broaden its customer base, thereby expanding its operations.

* Direct premiums written are premiums received from policyholders.

Note: This is an English-language summary of a Japanese announcement made by Sony Assurance on April 28, 2008. The summary was prepared by Sony Financial Holdings Inc. solely for the convenience of non-Japanese readers.