Sasuke Financial Lab

About Sasuke Financial Lab

Sasuke Financial Lab Inc. is an InsurTech company founded in Japan by Kiyotaka Matsui on March 15, 2016. The company's inception was driven by Matsui's experience in the financial sector, where he identified a significant information gap between insurance sellers and buyers. After graduating from UCLA, he worked at Lehman Brothers and later Nomura Securities, where he was involved in an insurance company's IPO, deepening his industry knowledge. The desire to solve this information asymmetry using technology led him to establish Sasuke Financial Lab, initially from an apartment in Kamakura, which inspired the company's name.

The company operates a digital insurance agency, with its flagship online platform being "Kono Hoken!". This platform allows consumers to compare, consider, and apply for various insurance products online. It covers life, property, and medical insurance, featuring expert comments and user-friendly interfaces with infographics to simplify complex information. In addition to the direct-to-consumer model, Sasuke Financial Lab offers B2B services, providing DX and marketing support for the insurance industry. This includes white-label versions of their platform and SaaS-based sales support tools like "Kono Hoken! PRO". The firm's business model combines revenue from platform service fees, transaction commissions, and customized solutions for corporate clients. They serve both individual consumers and major insurance companies in Japan.

Sasuke Financial Lab has achieved several milestones, including multiple funding rounds. The company raised JPY 250 million in a Series B round in November 2022 and later secured approximately JPY 1.2 billion in June 2025, bringing its total accumulated funding to about JPY 3.2 billion. Key investors include Monex Ventures, Global Catalyst Partners, and Inoh Associates. The company has also expanded through acquisitions, such as fully acquiring Ateam Finergy, which operates the insurance comparison site "Navinavi Hoken," in May 2025.