SMS Japan

About SMS Japan

SMS Co., Ltd. operates as a strategic information infrastructure provider focused on the challenges and opportunities within aging societies. Founded on April 4, 2003, by Shuhei Morofuji and his partners, the company was established to address the information gaps in Japan's burgeoning elderly care sector. Morofuji, an alumnus of Kyushu University's Faculty of Economics, was motivated by the economic instability he observed during his university years, which saw large, established companies failing. This led him to identify the elder care industry as a small but high-growth area, choosing to build a business in a less competitive field with future potential.

The company's business model is centered on providing information-based services across several key domains: Elderly/Disability Care, Medical Care, Career, and Healthcare/Senior Life. A significant portion of its operations involves providing human resources services, including staffing and recruitment advertising for healthcare and nursing professionals such as nurses, care managers, and therapists. For business operators like hospitals and nursing homes, SMS offers management support platforms, such as "Kaipoke," which provides comprehensive business support services. The company generates revenue through these staffing services, management platform subscriptions, and job advertising fees.

Beyond its domestic market, SMS has expanded its footprint internationally, operating in 17 countries and regions, primarily in Asia and Oceania. The overseas segment focuses on a Medical Platform business, which supports marketing for pharmaceutical companies and medical device manufacturers, and a Global Career business. The company's growth has been consistent, achieving consecutive years of revenue increases. A major milestone was its listing on the First Section of the Tokyo Stock Exchange in 2011, which Morofuji led as CEO for 11 years before stepping down to establish Reapra Group in Singapore. The current President and CEO is Natsuki Goto.