Operational Review

Taiyo Life Insurance Company

Katsuhide Tanaka Representative Director and President

As a life insurance company that delivers to households the best products and services which preempt the changes of the times, Taiyo Life is building the leading brand in the senior market.
Katsuhide Tanaka
Representative Director and President

Taiyo Life, which sets life insurance sales in the household market as its core business, delivers comprehensive coverage centered on death protection, medical and nursing care insurance to households through in-house sales representatives.

The mainstay product Hoken Kumikyoku Best was launched in October 2008 ahead of its competitors which allows customers to freely combine the coverage they need. The product has continued to capture the coverage needs of the customers, and now has in excess of 2.3 million* cumulative subscribers.
* As of March 2017

Business Model of Taiyo Life

Figure: Business Model of Taiyo Life

Overview of Hoken Kumikyoku Best

Figure: Overview of Hoken Kumikyoku Best

Outlook for Sales Performance IndicatorsFiscal 2017
 Protection-type Annualized Premiums of New Policies*
¥16.0 billion
* A performance indicator of Taiyo Life which is the sum of protection portion of the annualized premiums of new policies mainly excluding savings-type products.
Fundamental Strategy
  • Build the top brand in the senior market by promoting sales combining the different approaches of “strengthening of face-to-face services through visits,” “product development which preempts the changes of the times,” and “further enhancement of the in-house sales representative channel.”
Business Model
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