Fundamental Strategy

Established in 1893, Taiyo Life is a life insurance company with a history of more than 120 years. From the 1950s, the company built up a business model focused on high-volume sales of short-term endowment insurance, a highly savings-oriented product, in the household market to housewives through door-to-door sales activities. As a result, in the household market, Taiyo Life has established a unique customer base centered on middle-aged and elderly people as well as women. A combination of prolonged low interest rates, deregulation, shifting in customer needs and other factors produced changes in the operating environment from the mid-1990s. Taiyo Life quickly adapted to these changes by shifting its sales emphasis from savings-oriented products to protection-oriented products, such as death benefit as well as medical and nursing care insurance. Under its Medium-term Management Plan running for three years from April 2016, Taiyo Life has adopted the strategic policy of anticipating future environmental changes such as the increase in the population of seniors, and developing the top brand in the senior market.

Marketing Strategy

Taiyo Life has adopted a basic marketing strategy that is quite different from that of other large domestic life insurers. Whereas other life insurers have extended their marketing networks nationwide, Taiyo Life is conducting sales activities closely tied to metropolitan areas and major regional cities with high population densities. This enables the company to carry out home-visit marketing activities with efficiency, and to cultivate the household market in greater depth.

In contrast to most large domestic life insurers whose core sales target is the workplace market, Taiyo Life employs a sales consulting approach in which sales representatives visit customers at home, where they can take more time to discuss the insurance needs of the customer. This enables them to review the household's coverage, identify any shortfalls, and provide coverage for the entire household by offering the optimal insurance plan for each customer.

Taiyo Life's Sales Strategy

In-house Sales Representatives

Strategy for Products and Services

Hoken Kumikyoku Best, Taiyo Life's mainstay product, was launched in October 2008 as a product that allows customers to freely combine the coverage they need. The product continued to evolve from year to year, and as of October 2015 had in excess of two million cumulative subscribers.

In fiscal 2015, Taiyo Life launched a new specified disease treatment insurance with expanded coverage for the three major diseases, with a focus on new protection for early-stage cancer, including carcinoma in situ and skin cancer. The company also launched Himawari Dementia Treatment Insurance, which provides coverage for prescribed conditions due to dementia, and which is designed for those with health concerns, as well as insurance to protect against loss of income due to an inability to work.

Overview of Taiyo Life's Mainstay Product Hoken Kumikyoku Best

• Flexible custom-made design to match customer needs
• Flexible revision according to changing needs
• Provide products which preempts the changes of the times
• More reasonably priced than existing products

All of the protection is treated as basic policy.
Customers can flexibly choose the Hoken Kumitate Tokuyaku rider to meet their needs

On the service side, in fiscal 2014, Taiyo Life initiated its Best Senior Service program with the goal of becoming the life insurance company that is most considerate of senior customers. Specifically, the program promotes a variety of service activities to provide senior customers with peace of mind, including visiting customers 70 years of age and older at least once a year to verify their policies and encourage them to file claims. In April 2016, Taiyo Life also began
offering a Kaketsuke-Tai Service through office workers with specialized knowledge who visit customers and their families at home to provide assistance with payment procedures.

Taiyo Life will continue to develop its Hoken Kumikyoku Best product, while also ensuring it can fully respond to customer needs by offering families the finest products and services that stay ahead of changing times.

Declaration of Best Senior Service

Aiming to become the life insurance company that is most considerate to its senior customers, we will strengthen our services for seniors.