Japan: most common life insurance sales channels

According to a survey conducted in 2021, sales personnel of insurance companies was the leading sales channel for life insurance, used by 55.9 percent of the respondents in Japan. Insurance agencies accounted for 15.3 percent of policies purchased by respondents, up from 6.4 percent in 2009.

Leading distribution channels for life insurance in Japan from 2009 to 2021

Characteristic	Sales personnel of insurance companies**	Sales counter or sales personnel of insurance agencies	Banks and securities companies	Internet	Workplace and labor unions	Sales counter of insurance companies	Post offices	Television, newspaper, magazines, etc.	Others	Unknown
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Release date

December 2021

More information

Region

Japan

Survey time period

2009 to 2021

Number of respondents

4,000*

Special properties

among general households with two or more members

Method of interview

Questionnaire

Supplementary notes

*Number of respondents of the survey conducted in 2021. The survey was conducted between April 16 and May 16, 2021.
Sample size of previous surveys:
2018: n=3,983
2015: n=4,020
2012: n=4,063
2009: n=4,054
**Sales personnel visiting households and workplaces.

The survey sample was selected using a two-stage stratified random sampling method.
The survey results refer to respondents who have purchased life insurance offered by private life insurance companies within five years prior to each survey.
The Japan Post Insurance is excluded from the figures.

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