Behavior

株式会社ビヘイビア (Behavior, Inc.) is a Tokyo-based software company that builds products combining generative AI with insurance distribution. Its stated positioning is "generative AI x insurance," aiming at collaboration between human advisers and AI, where human empathy handles the consultative part of insurance sales and AI handles efficiency and automation.

The company operates two connected sides. For consumers it runs acquisition media and AI tools, including "ほけんのAI" (formerly ほけんGAI/ほけんGPT), an insurance-consultation AI chatbot, and "ライフライト," a life-planning AI, alongside an editorial site publishing explanatory articles on insurance, household finance and life planning. For insurance agencies and licensed sales representatives it sells Behavior Leads, a next-generation insurance lead service in which Behavior screens and nurtures prospective consultation seekers and then refers them on a per-meeting price basis; the service includes an admin dashboard exposing the customer's prior dialogue history with the AI, and integration with online calendars that automatically books meetings into open slots. Earlier and related products described in company research listings include "AIほけん集客" (AI insurance customer acquisition) and xGAI/xGPT, an AI chatbot platform used mainly via LINE. A recruiting profile also refers to a product named ASTRAL addressing lead generation and sales-meeting challenges faced by insurance salespeople.

Founding story

The company was founded in March 2018 by 河又 翔平 (Shohei Kawamata), who serves as representative director and CEO. According to the company's recruiting profile, it was started from the intention to "influence society through web services." Kawamata previously developed wiki engines and administered large wikis as a student, and was head of digital marketing at bitbank, Inc., the cryptocurrency exchange operator, before Behavior.

Business model

Behavior operates a B2B2C model: it attracts consumers through owned media and AI consultation tools, then monetizes by referring screened, pre-nurtured prospects to insurance agencies and licensed insurance sales representatives. The referral service, Behavior Leads, is priced on a per-meeting (面談単価制) basis, and is delivered with supporting software including a management dashboard and calendar-integrated automatic scheduling.

Per-meeting pricing for qualified insurance consultation leads supplied to agencies and sales representatives, bundled with a software dashboard and scheduling automation.

Traction

Company research listings record a seed round in 2021 and a valuation estimate as of 2020, and the recruiting profile lists four members. The company presented at ITC Japan 2024 and publishes ongoing editorial content, with articles dated through August 2026.

Latest developments

Behavior became a wholly owned subsidiary of Finatext, reported as of 2025-09-01, and the company site now carries the "Behavior by Finatext" identity while marketing Behavior Leads, ほけんのAI and ライフライト.