What are Mission Vision & Core Values of Lifull Company?

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What are the Mission, Vision, and Core Values of LIFULL Co., Ltd.?

Mission and vision statements are foundational for any successful business, articulating its core purpose and aspirational future. For LIFULL Co., Ltd., a prominent player in Japan's real estate and housing information industry, these statements are more than corporate declarations; they are the fundamental compass guiding business decisions and shaping their distinct corporate identity.

Operating the comprehensive real estate information portal LIFULL HOME'S, the company holds a significant market position. Their mission, vision, and core values are instrumental in driving innovation and fostering a unique corporate culture, ensuring long-term success and societal impact. Explore their strategic positioning with the Lifull BCG Matrix.

The Lifull mission statement identifies a broad target audience of 'everyone,' aiming to enhance their 'Comfort and Happiness' through its offerings. The company's core products and services revolve around providing real estate and housing-related information, primarily through the Lifull HOME'S portal, and expanding into related lifestyle services. The market scope is global, as indicated by their past international ventures, though there's a recent strategic pivot to focus on core domestic services.

Customer-Centric Focus

Lifull's mission prioritizes the well-being of individuals, aiming for universal comfort and happiness.

Innovation-Driven

The company emphasizes 'continuous social innovations' to achieve its goals, leveraging technology and new approaches.

Broad Market Scope

While globally ambitious, Lifull currently focuses on strengthening its core domestic services in Japan.

Real Estate & Lifestyle

Core offerings include real estate information via Lifull HOME'S, expanding into diverse lifestyle services.

Social Impact

Initiatives like Lifull Kaigo and Akiya revitalization demonstrate the mission's practical application in addressing societal issues.

Ethical Standards

Lifull's core values guide its ethical standards and commitment to customer satisfaction.

The unique value proposition lies in achieving comfort and happiness through 'continuous social innovations,' suggesting a commitment to leveraging technology and new approaches to solve societal issues related to living. This Lifull company mission is highly customer-centric, focusing on the well-being of individuals, and innovation-focused, emphasizing continuous improvement and new solutions. For example, the development of Lifull Kaigo, a platform for elderly care facilities, directly reflects the mission's aim to eliminate concerns about elderly care, assisting a large number of individuals in finding suitable options. Similarly, the company's initiatives in regional revitalization, such as promoting the repurposing of abandoned homes (Akiya), directly address a social issue by providing new living opportunities and contributing to rural areas, demonstrating the Lifull mission statement for stakeholders in action. The Growth Strategy of Lifull further details how these initiatives align with their broader business philosophy. In 2024, Lifull HOME'S reported over 13 million monthly users, showcasing the platform's reach in delivering on its mission. The Lifull core values are integral to its corporate strategy and employee engagement, ensuring that the Lifull company purpose and goals are consistently met.

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Lifull's vision, central to its corporate philosophy, aims to foster a society where comfort and happiness are universally accessible through ongoing social innovations. This forward-looking vision encompasses global societal well-being, though the company has recently refined its strategic focus to domestic operations and the emerging 'real estate x finance' sector. This strategic shift underscores a commitment to disciplined growth and impact.

Societal Well-being

Lifull's vision prioritizes universal comfort and happiness, reflecting a broad societal impact.

Continuous Innovation

The company commits to ongoing social innovations, disrupting traditional industry norms.

Strategic Focus

Recent shifts emphasize domestic growth and the 'real estate x finance' pillar.

Aspirational Yet Realistic

The vision is ambitious but grounded in the company's current trajectory and performance.

Revenue Growth

Lifull HOME'S reported six consecutive quarters of revenue growth, demonstrating strong momentum.

Financial Performance

Home's services revenue increased by 7.7% year-on-year to JPY13 billion ($89.3 million) in Q2 FY2025.

Lifull's overarching vision, a cornerstone of its corporate philosophy, is to 'Create a society where everyone can attain Comfort and Happiness through continuous social innovations.' This vision is distinctly future-oriented, aiming for a transformed society. Its scope is broad, encompassing societal well-being globally, though the company has recently narrowed its strategic focus to domestic operations and real estate x finance as a new pillar. The vision implies industry disruption through continuous social innovations, suggesting a commitment to evolving beyond traditional real estate services. Based on the company's current trajectory, this vision appears aspirational yet realistic. Lifull HOME'S has maintained momentum with six consecutive quarters of revenue growth, with revenue from Home's services rising 7.7% year-on-year to JPY13 billion ($89.3 million) in Q2 FY2025. The strategic divestment of its overseas segment, completed in January 2025, and the renewed focus on domestic growth and the 'real estate x finance' sector, underscore a disciplined approach to achieving this ambitious vision by concentrating resources where they can have the most impact and profitability. This aligns with the Lifull company vision and mission explained, emphasizing Lifull's mission and vision in corporate strategy. For more insights into the company's financial structure, refer to Owners & Shareholders of Lifull.

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LIFULL's core values are integral to its Corporate Credo and overarching Corporate Philosophy, guiding its operations and culture. The company's commitment to altruism underpins its specific values, demonstrated through various actions and initiatives.

LIFULL's four core values are Altruism, which is their corporate credo, followed by an unwavering commitment to innovation, a strong emphasis on social responsibility, and a dedication to fostering a positive and collaborative corporate culture.

Altruism: Corporate Credo

Altruism, as LIFULL's corporate credo, signifies a commitment to respecting all stakeholders and solving various societal issues, large and small, through their businesses to deliver comfort and happiness. This value manifests in product development by focusing on services that address genuine societal needs beyond just property listings.

Innovation and Social Impact

LIFULL's core values emphasize innovation to create services that address societal needs, such as connecting individuals with housing difficulties to real estate professionals. This commitment extends to initiatives like the Social Innovation Forum, where employees collaborate to propose solutions to social issues, reflecting the company's dedication to social responsibility.

Customer-Centric Approach

In customer relations, LIFULL's altruistic approach translates to providing expansive housing information, including details on quality, livability, and safety, to enhance users' freedom of choice and ensure a positive moving experience. This focus aligns with the Lifull core values and customer satisfaction.

Community Contribution and Ethical Standards

Business practices are influenced by the Lifull company values and ethical standards through initiatives like providing 'Instant Houses' as shelters after natural disasters, as demonstrated by their efforts in Noto, Japan, and donations to Turkey and Syria in 2024. This focus on solving social issues and contributing to sustainable development, rather than solely profit, differentiates LIFULL from competitors.

These core values, particularly altruism, are central to LIFULL's identity and operations. To understand how these values translate into financial success, explore the Revenue Streams & Business Model of Lifull in the next chapter, which delves into how mission and vision influence the company's strategic decisions.

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A company's mission and vision are foundational elements that guide its strategic decisions and operational direction. They articulate the organization's purpose and its aspirations for the future, influencing everything from product development to market expansion.

Lifull's Guiding Philosophy

Lifull's core business philosophy centers on creating a society where everyone can achieve comfort and happiness through continuous social innovations.

• This philosophy directly shapes strategic choices, such as resource allocation and market focus.
• It drives the company to identify and address societal needs through its services.
• The commitment to social innovation is a key differentiator in its market approach.
• This overarching purpose influences the development of new products and services.

Strategic Resource Optimization

The company's mission and vision directly influenced the strategic decision to divest its overseas subsidiary, LIFULL CONNECT, in January 2025. This move aimed to optimize management resources and concentrate on core domestic services.

Focus on Core Domestic Services

The impairment loss of ¥3,854 million for its Overseas segment in FY2024, attributed to decreased aggregation revenues, further underscored the strategic pivot towards strengthening domestic operations to meet operating profit targets.

New Growth Pillars

Designating 'real estate x finance' as a new third pillar of focus exemplifies how the company leverages its expertise to create new value and address social issues, aligning with its mission.

Product Development and User Experience

Continuous improvements in LIFULL HOME'S services, such as introducing image-based search and publishing user testimonials and images (approximately 1,000 testimonials and 10,000 user-submitted images as of July 2025), enhance user experience and address specific needs.

Performance Metrics

The LIFULL HOME'S Services segment achieved 7.7% year-on-year revenue growth, reaching JPY 13 billion ($89.3 million) in Q2 FY2025, demonstrating successful product and service delivery within their domestic focus.

Leadership and Operational Agility

CEO Yuji Ito's emphasis on delegating authority and enabling speedy decisions is a direct reflection of how the company's vision and mission are integrated into daily operations to foster business growth.

Lifull's mission and vision are integral to its strategic decision-making, guiding resource allocation and market focus. Explore the Target Market of Lifull to understand how these principles are applied in practice.

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Enhancing LIFULL's mission and vision involves refining their long-term aspirations and embracing technological leadership more explicitly. This strategic adjustment aims to align with evolving market demands and solidify their position as an innovative force.

Quantifiable Visionary Milestones

LIFULL's vision could be strengthened by incorporating more specific, quantifiable long-term goals. While their sustainability efforts are commendable, such as increasing invested capital in regional revitalization to JPY 1,007 million in FY2024, integrating a more aspirational metric directly into the vision, like becoming the leading platform for sustainable living solutions in Japan by a defined year, would provide clearer future direction.

Explicit Technology-Driven Innovation Focus

To better reflect industry trends and LIFULL's own adoption of technologies like image-based search, their mission and vision could explicitly highlight a commitment to pioneering technology. Stating a dedication to 'redefining living experiences through technology' would offer a clearer strategic focus for product development and market positioning.

Alignment with Evolving Consumer Behaviors

By emphasizing technology, LIFULL can better address changing consumer behaviors and promote solutions like energy-efficient homes. This proactive stance positions them as leaders in smart living, aligning their purpose with contemporary societal needs and market opportunities.

Strengthening Brand Identity and Social Responsibility

Explicitly integrating technological innovation into their vision statement reinforces LIFULL's brand identity as a forward-thinking company. This also enhances their commitment to social responsibility by showcasing how they leverage technology to create positive societal impact, a key aspect of their Mission, Vision & Core Values of Lifull.