Corporate Philosophy

Brand Message

By your side, for life

Since our foundation in 1902, the Dai-ichi Life has always put the customer first.
This philosophy continues to guide us as we move forward. We contribute to local communities by passing on peace of mind through providing life insurance and related services. As part of the Dai-ichi Life Group, all our companies will continue to stand by the side of our customers and their loved ones, for life.

Our Purpose

Partnering with you to build a brighter and more secure future

There are as many lives as there are people in this world.
And there are as many forms of happiness as there are lives.

We want to support people who are trying to overcome something or take on a challenge to pursue each person's form of happiness.

We will help build a brighter future for society, the Earth, and all our stakeholders.

We are committed to opening up the possibilities of each individual's life by going beyond the boundaries of life insurance and by continuously innovating, keeping an eye on the future.

We can do this because Dai-ichi Life Group has over one hundred years of track record serving as people's lifetime partners.

Come, join us. Into the future.

Our Values

We care

We care for our customers, business partners, employees, and the communities and environment in which we operate.

We do what's right

We strive for excellence and aspire to enhance the quality of life for our customers and society.
We do the right thing and take our responsibilities seriously.

We innovate

We use the diversity of our global experience to find bold and agile ways to solve problems and make a positive difference throughout our customers' lives.


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