Yoriso

About Yoriso

Yoriso Co., Ltd. operates as a technology-driven platform in the life-ending services market, aiming to address challenges in Japan's aging society. The company was established in March 2009 by Masaharu Ashizawa, initially as Minrevi Co., Ltd., which stood for "Mina no Review" or "Everyone's Review". Ashizawa, who studied abroad in Canada and the U.S., was motivated by a desire to correct societal inequalities and information gaps, which led him to start various review websites upon returning to Japan. He identified the funeral and end-of-life sector as an area largely untouched by the internet and ripe for transparent, standardized services.

The company's business model centers on providing a one-stop, online platform for a comprehensive range of life-ending needs, from pre-planning to post-funeral arrangements. Its revenue is generated through commissions from connecting users with a nationwide network of funeral homes and other service partners, as well as direct sales of its service packages. The target market includes individuals and families planning for end-of-life matters, serving a growing need in a society characterized by an aging population and changing family structures. Operations began with the launch of the "Sogi Levi" (Funeral Review) portal in June 2009. A significant milestone was the 2013 launch of "Obo-san Bin" (Monk Delivery), a web service for dispatching Buddhist monks for ceremonies at fixed prices, and "Simple na Ososhiki" (Simple Funerals), which offered clear, packaged funeral plans. The company expanded its offerings to include services like ocean scattering and online仏壇 (butsudan) sales. In a key strategic move in June 2018, the company rebranded from Minrevi to Yoriso Co., Ltd., unifying all its services under the "Yoriso" brand, which translates to "to be close to" or "to support".

Yoriso offers an extensive portfolio of services through its platform. The flagship service, "Yoriso no Ososhiki" (Yoriso Funerals), provides transparent, fixed-price funeral plans, including simple cremations and small family services, directly challenging the traditionally opaque pricing of the industry. Another key offering is "Yoriso Obo-san Bin," which allows users to book a monk for a funeral or memorial service online, a service that was notably listed on Amazon Japan's marketplace. The company also facilitates grave arrangements, ocean scattering, and the purchase of funeral-related goods. For its business partners, Yoriso developed "Yoriso Cloud," a DX support tool that helps funeral homes digitalize processes like sending obituary notices and managing the sale of flowers and other offerings, creating new revenue streams for them. The platform addresses the entire end-of-life journey, including inheritance and estate organization, aiming to be a comprehensive support system for families.