LIFULL

Basic Information

Stock Code
2120
Industry
Services
Category Detail
Internet Site Operations
Prefecture
Tokyo
Establishment Year
March 1997
Listing Year
October 2006
Official Website
https://lifull.com/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Members, ITmedia, Cookpad, Kakaku.com, M3, T-BASE, Ateam Holdings, MarkLines, Synchro, Sharing Technology, Bengoshi.com, Rakumachi, Kamakura Shinsho

Overview

LIFULL is a real estate tech company founded in 1997, a leading industry player that develops a wide range of information services domestically and internationally, centered on its housing and real estate information portal site.

Current Situation

LIFULL recorded consolidated sales of approximately ¥34.5 billion for the fiscal year ending September 2024, but posted a net loss of approximately ¥8.5 billion. Its flagship real estate information service 'LIFULL HOME'S' boasts one of the largest numbers of listed properties in Japan, maintaining top-tier industry competitiveness. Through group companies, it provides services in 63 countries annually and is actively expanding overseas. Technologically, it is advancing AI-based real estate valuation systems and strengthening digital platforms with a focus on innovation. It also prioritizes sustainability, having signed numerous collaboration agreements to support regional revitalization and local community development. Moving forward, it plans to accelerate new businesses such as elderly care services and real estate crowdfunding to achieve growth recovery from 2024 onward. Management has completed a generational transition of the representative director and is strengthening the organization under the new leadership.

Trivia

Interesting Facts

  • Initially started as a real estate information viewing service in Yokohama, Kanagawa Prefecture.
  • The 'HOME'S' housing and real estate portal brand has long been top-class in Japan.
  • Name origin comes from 'watching over customers' lives.'
  • Received top award at Japan Branding Awards 2021 for branding.
  • Acquired naming rights for 'Homes Stadium Kobe' in 2007.
  • Entered capital alliance with Rakuten, now an equity-method affiliate.
  • Numerous celebrities have appeared in company CMs.
  • Overseas operations span 63 countries worldwide.
  • Rare real estate-related company focusing on regional revitalization via vacant house utilization.
  • Diversified business encompassing finance, real estate, nursing care, and IT.
  • Head office located in Kojimachi, Chiyoda-ku, Tokyo.
  • Consolidated employees numbered 1,268 in 2020, mid-sized scale.
  • Acquired ISMS certification for information security management system.
  • Successfully raised awareness among youth by featuring comedians and actors in ads.
  • Operates diverse facilities including coworking space 'LIFULL HUB.'

Hidden Connections

  • Strengthens ties with EC and finance sectors through capital relationship with Rakuten Group.
  • Possesses development capabilities leveraging multinational engineers from overseas IT bases.
  • Actively concludes comprehensive collaboration agreements with local governments for regional revitalization.
  • Elderly housing business fuses specialized nursing information and networks.
  • Real estate crowdfunding directly connects investors and developers.
  • Naming rights sports facilities contribute to regional PR and brand strengthening.
  • Strong branding effects from networks of celebrities featured in advertising.
  • Multiple subsidiaries span marketing, IT, and housing-related diversified management structure.

Future Outlook

Growth Drivers

  • Expansion of real estate information services via digital technology evolution
  • Growth in nursing and elderly housing markets responding to aging society
  • Growth potential in vacant house utilization business for regional revitalization
  • Further improvements in appraisal and matching accuracy via AI
  • Global market development through multilingual expansion in 63 countries
  • Growth in new financial services like crowdfunding
  • Strategic synergies from Rakuten Group collaborations
  • Strengthened sales channels via online-offline integration
  • Focus on ESG management contributing to sustainable society
  • Enhanced cost competitiveness from overseas IT base expansion
  • Expanded targeted marketing to diverse customer segments
  • Stable foundation building through regional and government collaborations

Strategic Goals

  • Achieve 50% domestic market share in real estate information services
  • Strengthen information platform collaborations in elderly and nursing housing
  • Expand local revitalization service sales over ¥2 billion
  • Raise overseas sales ratio above 20% to advance globalization
  • Achieve over 80% service automation rate using AI and DX technologies
  • Fulfill key sustainability initiatives and strengthen social contributions
  • Surpass 50,000 investors in crowdfunding business
  • Create new domain services through Rakuten Group business collaborations
  • Improve retention via enhanced employee diversity and work-life balance
  • Optimize customer experience through advanced data analysis infrastructure

Business Segments

Real Estate Information Provision Platform

Overview
Provides property information and support tools for the real estate industry.
Competitiveness
Abundant property listings and industry's largest customer base
Customers
  • Real estate companies
  • Housing manufacturers
  • Rental management companies
  • Renovation contractors
Products
  • Real estate listing services
  • Online appraisal systems
  • Customer management systems

Elderly Care Facility Search Service

Overview
Develops information provision and collaboration services in elderly housing and nursing fields.
Competitiveness
High-specialty information and strengthened regional networks
Customers
  • Nursing facility operators
  • Welfare-related businesses
  • Local governments
Products
  • Nursing facility information site
  • Nursing-related community services

Moving Brokerage Solutions for Businesses

Overview
Provides customer acquisition support and operational efficiency for moving businesses.
Competitiveness
Diverse customer touchpoints and high closing rates
Customers
  • Moving companies
  • Transportation companies
Products
  • Moving bulk quote web platform
  • Customer matching system

Rental Storage Business Support

Overview
Provides customer acquisition and management tools for storage businesses.
Competitiveness
Market-leading number of listed properties
Customers
  • Trunk room operators
  • Real estate management companies
Products
  • Storage space introduction site
  • Reservation and management system

Crowdfunding Platform Provision

Overview
Funding support platform to expand real estate investments.
Competitiveness
Industry-specialized cloud utilization track record
Customers
  • Real estate developers
  • Investors
Products
  • Real estate crowdfunding operation system

IT and Web Service Development

Overview
Provides various development and operation services leveraging IT technology.
Competitiveness
Technical bases deployed across multiple countries
Customers
  • Group business divisions
  • External clients
Products
  • Website development
  • System development

Back-Office Business

Overview
Supports efficiency by handling customer service and administrative processing on behalf.
Competitiveness
High operational efficiency and customer satisfaction services
Customers
  • Group companies
  • External companies
Products
  • Call center outsourcing
  • Business outsourcing

Competitive Advantage

Strengths

  • Abundant real estate listings and industry-leading platform scale
  • Stable foundation from capital alliance with Rakuten Group
  • Diversified information services and operations in 63 overseas countries
  • Advanced development capabilities leveraging AI and digital technologies
  • Expertise in regional revitalization and elderly services
  • Strong brand recognition and customer base
  • Synergy effects from diverse subsidiaries and affiliates
  • Broad B2B customer base and strong partner relationships
  • Market touchpoints via diverse sales channels
  • Management strategy based on long-term vision
  • Aggressive overseas expansion and new market development
  • Contributions to regional revitalization addressing social issues
  • Group-wide systems for technology and service innovation
  • Stable workforce size and securing of specialized talent
  • Management stance emphasizing sustainability and social responsibility

Competitive Advantages

  • Market dominance from industry's largest property listings
  • Leveraging Rakuten Group's financial strength and networks
  • One-stop provision of diverse real estate-related services
  • Global aggregation capabilities across 63 countries overseas
  • Improved appraisal accuracy and efficiency via AI utilization
  • Strong expertise in regional revitalization, nursing, and elderly housing
  • Broad sales channels and customer contact across diverse segments
  • Service area expansion through synergies with consolidated subsidiaries
  • Enhanced brand recognition and long track record
  • Superior digital infrastructure via ongoing technological innovation
  • Deep rural market penetration through regional collaborations
  • Multifaceted value provision via call centers and back-office businesses
  • Balancing operational efficiency and customer experience through digital strategies
  • Business diversification and aggressive investment in new ventures
  • Solid management base and stable funding

Threats

  • Impact on sales from fluctuations in real estate market conditions
  • Cybersecurity risks accompanying digitalization
  • Intensifying competition in property listings and service features from rivals
  • Domestic market contraction due to aging population and declining birthrate
  • Regulatory changes and political risks in overseas operations
  • Risk of reduced advertisers and customers from economic downturns
  • Risk of failing to keep pace with AI and data technology advancements
  • Talent acquisition competition and rising labor costs
  • Economic stagnation from natural disasters or pandemics
  • Increased burdens from stricter regulations like personal information protection law amendments
  • Market share loss from competitors' new business models
  • Risk of ROI falling short of expectations on technology investments

Innovations

2024: Introduction of AI Apartment Appraisal System

Overview
Significantly improved accuracy and speed of real estate price appraisals using artificial intelligence.
Impact
Contributes to operational efficiency and customer satisfaction

2023: Establishment of LIFULL TECH MALAYSIA

Overview
Established development base in Malaysia to advance global IT services.
Impact
Enhanced competitiveness through technology and development expansion

2022: Expansion of Crowdfunding Platform

Overview
Expanded service features for real estate investment crowdfunding.
Impact
Promotes acquisition of new investor segments and funding diversification

2021: Enhanced Functions for Elderly Housing Search Site

Overview
Improved nursing facility information and search optimization for better usability.
Impact
Expanded share and reliability in nursing market

2020: Expansion of Overseas Aggregation Business

Overview
Expanded real estate information to 63 countries using Mitula Group.
Impact
Strengthened global customer base and created new revenue streams

Sustainability

  • Promoting regional revitalization through vacant house utilization
  • Strengthening information provision specialized for elderly living support
  • Advancing work-style reforms and diversity respect
  • Office operations mindful of reducing environmental impact
  • Corporate collaboration activities toward sustainable society building
  • Continuous strengthening of information security management
  • Community support through enhanced regional collaborations
  • Promoting disabled employment and inclusive workplace environments
  • Efficient operations leveraging digital technology
  • Enhanced employee health management and mental health support
  • Expansion of CSR activities and transparency in information disclosure
  • Energy-saving initiatives and efforts toward carbon neutrality