Habitto

About Habitto

Habitto is a Japanese digital bank targeting the country's younger generation with the goal of reducing financial anxiety. The company, operated by SJ Mobile Labs, was founded in late 2021 by CEO Samantha Ghiotti, an Italian fintech veteran, and Chief Creative Officer Liam McCance, an Australian entrepreneur. The name 'Habitto' is derived from the English word 'habit,' reflecting its mission to help young people build better money habits. The founders established the holding company, SJ Mobile Labs Pte Ltd, in Singapore in 2021 and its Japanese subsidiary, now Habitto Co. Ltd., in November of the same year. Despite being foreign-founded, Habitto became the first non-Japanese company to receive the new Financial Service Intermediary license in October 2022. It later secured approvals for deposit-taking and electronic financial services, launching its mobile app to the public in June 2023. Habitto's mobile platform provides an integrated experience across banking, investments, and insurance. Key offerings include a savings account with a competitive interest rate, a Visa debit card, and access to investment and life insurance products from partners like Credit Saison Asset Management and Lifenet. A primary feature is free, personalized financial advice from human advisors, accessible through in-app chat and video calls. The business model includes monetizing premium advisory services. The platform aims to address a market where a significant portion of assets are in zero or low-yield accounts. The company has secured significant funding to support its growth. It raised a $3.4 million seed round in September 2021, followed by a $3.9 million pre-Series A in February 2023. In November 2024, Habitto announced an $11.7 million Series A round led by QED Investors and DG Daiwa Ventures, bringing its total capital raised to $19 million. The funds are aimed at expanding its user base, enhancing the digital platform, and developing new financial products.