Group Mission, Vision and Values

By sharing the Group's principles (Mission, Vision, Values and Brand Message), each group company contributes to people's secure and prosperous living and the development of local communities in their respective regions and countries.
In addition, by sharing the Group's strategies with each company, we strive to maximize the value of the Group and aim for sustainable growth, moving forward together in the same direction.

Mission By your side, for life, Vision Protect and improve the well-being of all As a lifetime partner, we safeguard and contribute to the peace of mind, prosperity and wellness of all the people we serve., Values Dai-ichi's Social Responsibility Charter (DSR Charter), Brand Message People First


By your side, for life

Since our foundation in 1902, the Dai-ichi Life Group has always put our customers first.
This philosophy continues to guide us as we move forward. We contribute to local communities by passing on peace of mind through the provision of 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.



Protect and improve the well-being of all

As a lifetime partner, we safeguard and contribute to the peace of mind,
prosperity and wellness of all the people we serve.


To help build a sustainable society and continue to meet the expectations of customers, society, shareholders, investors and employees, we have adopted the following corporate action principles ("DSR Charter").
"DSR" stands for "Dai-ichi's Social Responsibility," a unique framework for using the PDCA cycle company-wide to continually improve management quality and satisfy our social responsibilities to all stakeholders, while increasing the corporate value of the Dai-ichi Life Group.

Customer satisfaction
We provide high-quality products and services with the intention of standing by the side of our customers for life. In everything we do we strive to exceed our customers' expectation and achieve customer satisfaction with outstanding speed.
We hold ourselves accountable to our stakeholders and sincerely accept their opinions, reflecting them in our corporate management.
We set the bar high for ethical standards and conduct business activities in a fair and sound manner. We maintain full compliance in all our business activities.
Respect for human rights
We respect the culture and customs of every country and region, always operating in a way that contributes to local development. We also respect human rights and proactively operate in a way that reflects this.
Diversity & Inclusion
We respect diversity and actively develop and motivate our employees by ensuring a safe, secure, and rewarding work environment where every member has an opportunity to play an active role.
Environmental protection
We actively engage in environmental protection on a daily basis, recognizing that preserving the global environment is our social responsibility.
Social contribution
We head social action programs, growing together with communities as an active corporate citizen.
Promoting health
We manage the Company to help improve the health of the people in our local communities. We also promote the mental and physical health of all employees.
Creating sustainable corporate value
Based on the eight principles above, we are working to create sustainable corporate value by becoming a leader of innovations, effectively using our management resources, improving the productivity of our business, and maintaining and strengthening our financial base.

For sustainability and sustainable evolution of society

Brand Message

People First

We aim to be a company that puts the interests of people first. We aspire to become the most highly regarded life insurance company by customers.