"Basic Policy on Customer-Oriented Business Management" in the Aozora Bank Group

Revised: November 30, 2020

With the management philosophy of "contributing to the development of society through the creation of new value-added financial services" as well as "adapting to a rapidly changing world while remaining a trusted, valued and specialized financial service provider", the Aozora Bank Group has autonomously taken the customer-oriented business attitude with the aim of growing into a new distinctive Partner Bank within Japan, offering its customers with high-quality financial products and services based on ideas drawn from our experienced staff members. 
The Bank Group and its staff are committed to contributing to the sustainable growth and development of society and economy by carrying out our business in a fair and sincere manner, while maintaining the customer-oriented business attitude recognizing the importance of "helping our customers through specialized financial services that take into consideration of not only asset management needs but also wealth transfer needs and business succession needs in pursuit of the best interests of the customers".

1. Formulation and disclosure of basic policy regarding customer-oriented business management

  • Recognizing the importance of instilling and establishing our customer-oriented business management further in Aozora Bank, we will strengthen our efforts to realize it while the Management Committee, where we decide important matters in daily business execution, will report and hold discussions on the status of activities according to the basic policy. In addition, we will disclose the status of those efforts every six months.
  • The Bank is engaged in activities to realize customer-oriented business management aiming to offer sophisticated financial products and services that truly benefit our customers' asset formation. We will thus review the basic policy on a regular basis for better business management.

2. Pursuit of the best interests of customers

  • The Bank will pursue the best interests of its customers by carrying out business in a fair and sincere manner leveraging its high-level expertise and advanced professional ethics, and will provide specialized financial services that take into consideration of not only customers' asset management needs but also wealth transfer needs and business succession needs.
  • The Bank Group and its staff will strive to instill the customer-oriented business attitude so that our pursuit of the best interests of customers will take root as a corporate culture.

3. Appropriate management system for conflict of interest

  • The Bank will appropriately manage transactions carried out in the Bank and the Bank Group in which conflict of interest may exist in a bid to prevent from unreasonable damage on interests of customers. In addition, the Bank will categorize transactions in which conflict of interest may exist and will determine and identify whether the transaction does not unreasonably damage interests of customers.
  • When the Bank Group develops financial products, we will work as a unified group to enhance the product lineup, such as by developing products based on the attributes and needs of customers who are the final beneficiaries.
  • However, in order to provide better products and services to customers, we do not stick to any preference toward Aozora brand products when selecting financial products sold by the Bank. In addition, we will strive to appropriately manage conflict of interest when developing and launching products.

4. Fees to be borne by customers

  • The Bank will also consider fees charged for services to customers as one of the important information to make their decision on transactions. We will thus strive to ensure transparency as well as provide easy-to-understand explanations, including presenting comparisons with similar products and alternative products.

5. Providing important information in an easy-to-understand manner

  • The Bank will explain important information about financial products and services in an easy-to-understand manner in order to propose those suitable for customers. We will actively contribute to our customers' decision, such as by emphasizing more important information.
  • The Bank will explain the characteristics of financial products and the potential risks and their levels, as well as the economic environment and market trends, in an easy-to-understand manner according to each and every customer's financial knowledge, investment experience, etc. and will give appropriate advice through efforts of providing accurate information. In addition, we will strive to provide information on the attributes of potential customers for sale of the products as well as comparisons with similar products and alternative products. In particular, we intend to provide more detailed information on complex or high-risk financial products.
  • The Bank will strive to offer easy-to-understand product line-up free from a complicated mechanism for customers including those with little experience in asset management, and will also make efforts on improving tools that allow customers to easily understand the contents or risks of the product as well as comparisons with similar products and alternative products.
  • When proposing a product with multiple financial products in a package, the Bank will strive to provide more detailed information, including comparisons with similar products and alternative products.

6. Providing services suitable for customers

<Providing comprehensive consulting>

  • The Bank will continue to leverage its highly specialized consulting services to provide financial products and services that prioritize and address our customers' mid- to long-term, stable asset formation needs.
  • In addition, by assigning experienced financial planners to each branch and utilizing a dedicated team that specializes in business succession consisting of certified tax accountants, the Bank will provide consulting services leveraging their expertise in consideration of not only customers' asset management needs but also wealth transfer needs and business succession needs.

<Providing financial products>

  • In order to understand and respond to customers' diverse needs, the Bank will conduct regular surveys to customers, and make good use of the results to improve our product line-up. In addition, we will coordinate with a wide range of domestic and international asset management companies and insurance companies, and based on the attributes of our customers, we will improve our product line-up by introducing financial products and services and reviewing their handling, with an emphasis on the perspective of "medium- to long-term" and "from savings to asset formation".
  • After fully understanding the customers' financial knowledge, investment experience, transaction purpose, asset status, risk tolerance, life plan, etc., and accurately recognizing the customers' needs, the Bank will carefully consider the target asset amount and appropriate asset ratio, and select and propose the product suitable for each and every customer from the diverse product line-up.

<Detailed follow-up services>

  • The Bank will make proposals while giving due consideration to the customer's life stage and life plan, and after the sale of financial products and services as well, we will regularly provide information such as the status of customer's owned products and market trends, and also provide information from a long-term perspective in response to changes in the customer's life stage. Through those efforts, we will contribute to the asset formation of our customers for a long time.
  • The Bank will strive to provide timely and appropriate information when the market conditions are uncertain, and especially when there is a significant impact on the products owned by customers due to sudden changes in the market, we will promptly inform customers of accurate information and give advice on market prospects, etc. We will thus contribute to our customers' asset management decisions paying attention to provide detailed follow-up services.

<Responding to Customers' Voice>

  • The Bank will take the "Customer's Voice" received in the branches and call center seriously and make good use of their feedback for service improvement and product design. In addition, we will regularly conduct customer satisfaction surveys to understand the diverse needs of our customers.

<Maintenance of branches and infrastructure>

  • By combining branches and smartphone application-enabled banking services, the Bank will strive to provide customers with the same services anytime, anywhere.
  • At branch locations, the Bank will strive to conduct business management with the highest priority on the health and safety of its customers, in addition to providing services that allow customers to consult in a bright and relaxed atmosphere.

7. Consultant training policy and appropriate motivational framework

  • The Bank will develop professional sales personnel with advanced skills by making use of the "Specialized Retail Training Program" that fully considers the penetration of customer-oriented sales attitude, enhancement of consulting skills, and improvement of compliance awareness. At the same time, we will educate and instruct sales personnel to raise their hospitality awareness and ensure courteous and comfortable services to our customers.
  • The Bank will strive to build a performance evaluation system that appropriately evaluates the customer-oriented sales attitude with highly specialized and courteous consulting services, as well as develop a system that improves the quality of the customer-oriented sales attitude. We will thus verify and review the systems constantly.

Published List PDF
November 30,2020
Disclosure of Aozora Bank's Initiatives for Customer‐Oriented Business Management(as of end-September 2020)
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May 29, 2020
Disclosure of Aozora Bank's Initiatives for Customer‐Oriented Business Management (as of end-March 2020)
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November 29, 2019
Disclosure of Aozora Bank's Initiatives for Customer‐Oriented Business Management (as of end-September 2019)
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May 31, 2019
Disclosure of Aozora Bank's Initiatives for Customer-Oriented Business Management (as of end-March. 2019)
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(1,267KB)
January 28, 2019
Disclosure of Aozora Bank's Initiatives for Customer-Oriented Business Management (as of end-Sep. 2018)
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(976KB)
September 28, 2018
Additional Disclosure of Aozora Bank's Initiatives for Customer-Oriented Business Management
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(562KB)
June 28, 2018
Disclosure of Aozora Bank's Initiatives for Customer-Oriented Business Management (as of end-March. 2018)
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(730KB)
June 28, 2017
Disclosure of Aozora Bank's Initiatives for Customer-Oriented Business Management (as of end-March. 2017)
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(293KB)

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