Japan’s birthrate is declining, society is aging, and total population is declining. According to the Population Projections for Japan (2017) by the National Institute of Population and Social Security Research, the country’s population will drop below 90 million by 2060, with the elderly population rate – the percentage of the population aged 65 and older – exceeding 40%. The rising elderly population necessitates an environment in which the elderly can live with peace of mind. This living environment must give consideration to an urban structure that makes it easy to get about, supports access to information on health and preventive medical care, and is adapted to the decline of bodily functions that comes with age and nursing care. At the same time, urban structures need to facilitate the slowing of population decline by creating an environment in which pregnant women, children, and people with children can live safely and with confidence.
The MS&AD Insurance Group will promote good health so that people can remain active throughout their entire lives, provide asset-building means to support a fulfilling “second life,” and help develop business activities that lay the foundation for a super-aging society and thereby support “good health and longevity.”

Promoting Good Health and Preventing Illness

We provide services that promote fitness so that people can enjoy long and active lives, and we collaborate with universities to carry out studies and research on promoting good health.

<Principal Approaches>

Assisting in maintaining physical and mental well-being

We have created the Kokokara Diary, a smartphone app that supports physical and mental well-being. The app can be used by customers to manage their health by measuring stress levels, automatically calculating and displaying calories burned by measuring steps, recording meals, weight, and sleep time, and it can be used to check medical information. In June 2020 and then in April 2021, the functionality and design were upgraded to further improve usability. For corporations, we support corporate health management with a dedicated “administrator-only website” that provides access to employees’ life log data, a “corporate step count ranking function,” and a “health point management function”


Renewal of Kokokara Diary, a health management app for smartphones (in Japanese only)

Promoting good health in collaboration with the University of Tokyo’s Center Of Innovation

In fiscal 2018, our Group commenced initiatives in collaboration with the University of Tokyo Center of Innovation (COI), a hub for self-managing a healthy society, to realize a “sustainable, healthy and longevity society.” Since April 2021, MSI and ADI have been selling insurance products to support health and productivity management that combine consulting services with a health management app based on an AI-driven health risk forecasting model. In September 2019, we initiated joint research on developing services that provide dementia prevention measures and have already begun to detect signs of MCI (Mild Cognitive Impairment, a precursor to dementia) by voice. We are aiming to implement the services by the end of fiscal 2022.


Initiatives to develop measures to detect signs of and prevent dementia and mild cognitive impairment (MCI) by voice (in Japanese only)

Seminars to provide information on human life and medical care

To give customers a better understanding of the importance of health, medical care, and precaution, we have been holding a variety of seminars on such topics as cancer, stroke, cardiovascular disease, and preventing dementia. The seminar on strokes was given by a specialist as part of the Cerebral Stroke Project with the Japan Stroke Association.

Promoting health and productivity management and offering consulting services

・In order to improve levels of health management, we support companies (only SMEs, for the “Bright 500” category or first-time entrants) in submitting their applications to the Ministry of Economy, Trade and Industry’s certified health and productivity management organization recognition program by providing a help desk, tools for promoting exercise opportunities for employees, and tools for improving health literacy, as well as help with designing a health and welfare system. (MSA Life)
・We have introduced a relatively inexpensive “health and productivity management insurance premium rate,” linked to METI’s recognition program, into the non-dividend general welfare group term life insurance to support further promotion and improve quality of health management. (MSA Life)
・We are partnering with local governments, chambers of commerce and industry nationwide, and the Japan Health Insurance Association to promote health and productivity management by holding seminars presented by instructors from MS&AD InterRisk. We also provide consulting services to support corporate health and productivity management. (MS, AD, InterRisk)


Promoting health and productivity management (P. 97) (METI) (in Japanese only)

Health support insurance consulting services (InterRisk) (in Japanese only)

24-Hour medical consultation with AI

Ubie’s AI-powered medical consultation app was launched in July 2021.Answering to questions from AI tells users tells information without charge highly relevant to current symptoms such as the illness and relevant information, which clinical department to go to, and the medical institutions in the vicinity. The service enables users to freely consult, even about minor symptoms, at any time, encouraging users to seek medical advice sooner to prevent more serious illness. MSA Life Insurance is the first domestic life insurance company to offer medical consultation services using AI (MS&AD research as of June 30, 2021).

Expanding Business to Support a Super-Aging Society

We are contributing to the development of businesses that support super-aging societies by making available a variety of solutions and support relating to nursing and medical care.

<Principal Approaches>

Supporting medical institutions

We contribute to the stable development of medical institutions by compensating for various risks associated with COVID-19 and online medical care.


Launched the Comprehensive Compensation Plan for Medical Institutions (in Japanese only)

Products for welfare and nursing care providers

・We provide a comprehensive compensation plan for various risks related to welfare/nursing care providers (risk of compensation liability, information leakage risk, property damage risk, etc.), which also covers consulting costs for the prevention of accident reoccurrence. Furthermore, we provide another comprehensive insurance package that includes risk consulting options so that policyholders can receive the compensation that suits their needs.


Launched the Future Nursing Care Management Head Office as a support service for nursing care providers. (in Japanese only)


・Helping to create business continuity plans which are required for long-term care facilities in 2021 (InterRisk)

Capital and business tie-ups with CareTech companies

We have formed capital and business tie-ups with startup companies that develop CareTech (coined from Care (nursing care and welfare services) and Technology), aiming to innovate and solve issues in the field of nursing care.


Capital and business alliance with WELMO, which provides nursing care welfare platforms using AI and ICT (in Japanese only)

Support services for work/family balance for companies

We provide support for human resources departments to help employees balance work and family (childcare, nursing care, treatment, etc.) and find the right work-life balance.

Supporting companies in promoting health with the Health Management Support Insurance

An insurance package that includes health management support services, loss of income coverage for employees who are unable to work due to injuries and illnesses, and tools to visualize health risks for employees and help prevent disease with the health management app, My Body Forecast, developed with the University of Tokyo Center of Innovation. With employees using the app, managers can use the data for health management. Insurance premium discounts can be enjoys where initiatives are made to promote health with employees using the app. The app helps to improve employee health and prevent illness, and the insurance premiums paid by the company are discounted depending on how much the app is used.


Launch of Health Management Support Insurance (in Japanese only)

Medical Receivable Compensation insurance for members of the Japan Hospital Association

We have developed and provide medical receivable compensation insurance (plan for foreign patients only) for members of the Japan Hospital Association in preparation for the risk of unexpected large receivables arising from the recent increase in the number of foreign visitors to Japan. This not only stabilizes hospital management but also reduces the burden of collecting receivable insurance payments.


Launched the Medical Receivable Compensation insurance (plan for foreign patients only) for members of the Japan Hospital Association (in Japanese only)

My 100-Year Life Training for financial institutions

We have developed and provide the My 100-Year Life Training which is designed to enhance the consulting skills of insurance agents in an age of super-longevity. The training curriculum helps insurance agents improve their ability to put forth proposals that meet a variety of insurance needs by using original business games (card games) designed to give the agents a realistic sense of what it might be like to live to 100 years old.


Developed the My 100-Year Life Training (in Japanese only)

Training to prevent complaints regarding foreign currency insurance sales

We provide training to financial institution agents to make foreign currency insurance sales more comprehensible for the client. The aim is to reduce the number of complaints related to foreign currency-denominated insurance products. We introduce specific examples and ways of communicating in an easy-to-understand manner using audio and video. By getting to know various complaints and gaining after-sales follow-up techniques etc., agents can give a customer-oriented service to clients in their industry.


Training to prevent complaints regarding foreign currency insurance sales (MSP) (in Japanese only)

Providing Products and Services to Support “Good Health and Longevity”

We provide means for asset-building and products/services tailored to customers’ needs designed to help people live fulfilling second lives in safe societies with peace of mind.

<Principal Products/Services>

Self-help-style asset building

・We provide individual defined contribution (iDeCo) pension plans through financial institutions and agents as one part of forming assets for retirement. (MSI, ADI)
・We provide products that support customers’ self-help initiatives to build the assets needed for 100-year lifespans, including tontine* pension insurance capable of satisfying the need for long-term living benefits. (MSP Life)
(*) A type of insurance in which the indemnities paid for by deceased policyholders are reduced and the reductions are allocated to the pensions of still-living policyholders who receive more pension money the longer they live


Partial change to the handling of premiums paid for the Fulfilling Tomorrow plan (in Japanese only)

Expanded scope and yen-denominated contracts for the Joy for Tomorrow 2 plan (in Japanese only)


・Providing a service that allows customers to easily estimate the pension they will receive by simply taking a picture of their pension statement with a smartphone, etc. (MSA Life)


Pension calculation with just a picture - the life insurance industry’s first public pension calculation tool using AI-OCR (in Japanese only)

Preparing for cancer

・For customers considering taking out insurance for cancer we launched our Cancer Insurance in June 2020, which can be easily taken out at any time via the machines in Seven-Eleven stores.
・Capital tie-up with
HIROTSU BIO SCIENCE to help spread and raise awareness about cancer screening and the early detection of cancer.


New insurance proposal! Launched Cancer Insurance which can be taken out at any time at Seven-Eleven stores (in Japanese only)

Capital alliance between Mitsui Sumitomo Aioi Life Insurance and HIROTSU BIO SCIENCE (in Japanese only)

Coverage for nursing care and dementia

We provide a Whole-life Nursing Care/Dementia Plan, a product that addresses nursing care risk for the treatment of dementia (reduced cancellation payout and no dividend for the Lifelong Insurance, and no cancellation payout with special provisions on lump-sum payments for dementia for the Lifelong Nursing Care Coverage Special Rider). This plan offers coverage for persons requiring nursing care for dementia, a particularly expensive type of nursing care, and enables them to prepare more robustly and alleviate anxieties about nursing care.


Guarantee against the risk of dementia and nursing care for a lifetime with lump sum and pension! Launched the Whole-life Nursing Care/Dementia Plan (in Japanese only)

Providing coverage tailored to an aging society

・We offer special landlord expense riders to fire insurance policies to cover expenses incurred from dealing with the losses arising from solitary deaths of elderly residents in rental housing.
・We also provide incidental services (furniture moving, light-bulb replacement services) through fire insurance to support the elderly in their day-to-day lives.
・We provide accident injury insurance for elderly people over 70 years old. It has optional endorsement that covers search costs when the elderly go missing (MS, AD), warnings to encourage early measures such as evacuation before a disaster occurs in adverse weather conditions , and a Family Disaster Bulletin Board service (AD) where information on one’s safety and whereabouts can be shared with relatives, etc.

Customer consultation service

We added two new consultation services (adult guardianship, and family trust) to our nursing care health desk where counselors qualified in nursing, etc., answer questions and concerns over the phone regarding long-term care and dementia, launching the service in July 2021.


External Evaluation