Lifestyle Support in the Age of Centenarians

As a lifelong partner, we support our customers’ affluent lifestyles in the age of centenarians by providing optimal solutions for each stage of their lives.

Medium-Term Management Plan Strategy

Providing solutions to match the life stage

With a broad menu of financial products such as banking, securities, insurance, and trusts, we provide optimal solutions for the customer’s life stage. We will also work to expand face-to-face and non-face-to-face channels, including expanding insurance parlors and developing smartphone apps.

Providing tailor-made, one-stop solutions

We provide tailor-made, one-stop solutions to affluent customers. These have expanded through loan transactions, by utilizing direct sales at headquarters, group functions, and outside experts.
We also work to provide comprehensive solutions to customers with financial assets by strengthening our wealth management services.

Provide solutions for high net worth customers

In the previous medium-term management plan, we worked to strengthen our ability to provide solutions to meet the needs of “real estate utilization,” “financial asset management,” and “asset succession,” thereby expanding our high net worth customer base.
In the current medium-term management plan, we will improve profitability by strengthening our ability to provide tailor-made, one-stop solutions to this customer base.

Initiatives in the Current Medium-Term Management Plan

In the current medium-term management plan, we have newly defined those customers who select multiple solutions such as asset-based loans, financial products, and consulting as “partners”.
The profitability of each partner is high, and we aim to improve our profitability through initiatives that customers can choose.

Loans to HNWIs (real estate utilization)
By allocating resources in line with the characteristics of the market and expanding the number of players by developing human resources, the amount of loans to HNWI, mainly for customers who are waiting for real estate, reached ¥335 billion in FY2022.

Financial products (financial asset management)
By expanding the product lineup and promoting portfolio proposals based on a goalbased approach, the transition to stock business has steadily progressed, and trust fees, including fund wrap investment advisory fees, amounted to ¥2.77 billion in FY2022.

Consulting (asset succession)
The number of consulting cases reached 7,741 in FY2022 as a result of our efforts to provide tailor-made, one-stop solutions through direct sales by headquarters, group functions, and the use of outside experts.

Providing solutions for asset building customers

We are working to enhance support for living in the age of centenarians, including support for asset building in accordance with life plans and assistance in managing financial assets in retirement. As a lifelong partner, we will stay close to our customers and help them lead prosperous lives by providing them with financial products and services that best suit their life stages.

Strengthening Bank of Yokohama fund wrap function

In April 2021, the Bank of Yokohama began offering the “Bank of Yokohama Fund Wrap” as a product that can provide gradual asset growth in line with economic growth and preparation for future life events in the age of centenarians. By regularly confirming our clients’ intentions and reflecting them in our investment proposals, we are able to manage assets in accordance with each client’s needs through fund wraps.
In order to address the risk of interruption of management of policy assets held by elderly customers etc., we began offering a special agreement for representatives in April 2022, which enables continuous asset management by family members.

Expansion of trust functions

In October 2019, the Bank of Yokohama began handling the Hamagin Okane Trust, a money trust based on a testamentary substitute function to meet the needs of customers for the management and succession of their financial assets. The cumulative number of such contracts signed now exceeds 4,000.
In September 2022, to meet the needs of more customers, the minimum application amount for adding a special clause for the appointment of a proxy for beneficiaries was lowered from ¥10 million to ¥5 million.

Expansion of Hamagin Insurance Parlors

The Bank of Yokohama has established the “Hamagin Insurance Parlor”, a dedicated insurance consultation service to meet the insurance needs of each stage of life. Our professional staff, who are “insurance professionals” with a thorough knowledge of the characteristics of insurance products, will propose the best insurance plan for you, carefully checking your life plan, your needs, the contents of your existing insurance coverage, and whether or not you need to review it. In order to meet growing insurance needs, we will open new branches in Kamiooka and Mizonoguchi in 2022, for a total of five branches in Kanagawa Prefecture.

TOPIC Article Portal site “At Your Side To Help with Your Money and Your Life, Hamacierge” launched.

The Bank of Yokohama will launch an article portal site “At Your Side To Help with Your Money and Your Life, Hamacierge” in September 2022 to help customers solve their money and life troubles. “Hamacierge”(*) has been launched on the Bank of Yokohama website, and we are making efforts to strengthen content marketing. This website features original articles written by financial planners and other experts for each life event such as marriage, child-rearing, nursing care, and retirement. In addition, the Bank of Yokohama categorizes accumulated data on customer age, assets, transaction details, and other attributes to create marketing scenarios. We match the behavioral data of customers using the Bank of Yokohama website and apps to the relevant scenarios, and distribute the most appropriate articles via e-mail and other means.

  • (*)
    A marketing strategy to create content of interest and concern to customers, and through this information, build relationships with customers to draw attention to the company's products and services. “Hamacierge” is a portmanteau of Yokohama and concierge.

Initiatives for Financial Education

The Group regards financial education as an important responsibility from the perspective of sustainable growth of the community and sound upbringing of young people who will lead the next generation. The Group engages in financial education centered on its unique financial education programs, “Hamagin Money Classroom” and “Higashi-Nippon Bank Money Classroom”, for everyone in the community, from children to adults.
In addition, we are also focusing on providing educational opportunities through our website in response to the recent shift of school education to online.

Hamagin Money Classroom Website

In December 2020, we launched the Hamagin Money Classroom website to provide online financial education opportunities in light of the COVID-19 crisis. This site offers videos on basic money education, easily downloadable teaching materials, quizzes, etc., and is used by many people at educational sites and at home.
In November 2022, Higashi-Nippon Bank also launched the Higashi-Nippon Bank Money Classroom to provide video content for learning about basic money education.

The Concept of Financial Education

Financial education is not only the study of knowledge about money, but also the nurturing of the ability to contribute to a richer life and society by means of money. The Group has positioned “the value of money”, “how to use money”, “earning money” and “money management” as “basic money education”, and has built a program in which students learn about these topics and then learn about financial literacy, including asset building and financial struggles.

Collaboration with educational institutions,
local government, and local communities

We work with educational institutions, local governments, and local communities to develop and implement financial education classes.
The Bank of Yokohama has also developed joint classes at a junior high school in Kamakura with the cooperation of the Kamakura City Board of Education, and concluded a partnership agreement with Hadano City with financial education as one of the pillars, and is actively cooperating with educational programs and events held in various regions. In addition, we will work to improve financial literacy in the community by training teachers and other financial education leaders, and educating adults about the new NISA system and iDeCo.
Higashi-Nippon Bank is participating in the Tokyo Metropolitan Government’s Entrepreneurship Education Promotion Project for Elementary and Junior High Schools, and is cooperating with creating environment to familiarize students with corporations and help them choose their future career options.

TOPIC External evaluation of the website

We have worked on beefing up the content of our “Hamagin Money Classroom Website” and it was awarded the “Minister of State for Special Missions Award” as the most outstanding educational material in the “Consumer Education Material Awards 2023” sponsored by the National Institute on Consumer Education (a public interest incorporated foundation)(*). This award system recognizes educational materials created by governments, business and industry associations, consumer groups, and NPOs across Japan by March 2022 that can be used effectively in schools. In addition, the Minister of State for Special Missions (in charge of regional revitalization) of the Cabinet Office, Cabinet Secretariat, presented an award to the company as an “example of distinctive efforts by financial institutions and others contributing to regional revitalization in 2022”.

  • (*)
    The National Institute on Consumer Education was established to contribute to the enhancement and development of consumer education in schools, and is a specialized organization that conducts survey research and prepares teaching materials on consumer education for young people.