セゾン投信 (Saison Asset Management)

Wiki route

This entry sits under asset-managers INDEX as the operating-company anchor for Credit Saison’s investment-trust subsidiary. Read it against Credit Saison, peer long-term diversified-investment players Japan asset manager landscape matrix・Japan asset manager landscape matrix・Japan asset manager landscape matrix, the distribution-channel group of direct-sales investment trusts at INDEX, and the broader context asset management index for the regulatory boundary.

TL;DR

Saison Asset Management is an investment-trust management company owned 60% by Credit Saison and 40% by Japan Post Co., Ltd. Established 2006-06-12, it is registered as Kanto Local Finance Bureau Director-General (Kinsho) No. 349, with Type II financial instruments business and investment management business. It currently manages 3 funds — “Saison Global Balanced Fund”, “Saison Master of Asset Formation Fund”, and “Saison Kyoso Japan Fund” — using both direct sales and distributing financial institutions.

1. Corporate overview

Sources: ^[セゾン投信 会社概要・運用体制等（2026-04-01 現在）: https://www.saison-am.co.jp/company/outline/; FSA 金融商品取引業者登録一覧: https://www.fsa.go.jp/menkyo/menkyoj/kinyushohin.xlsx.]

2.1 Flagship funds — 2 two pillars

Sources: ^[セゾン・グローバルバランスファンド公式: https://www.saison-am.co.jp/fund/global/; セゾン資産形成の達人ファンド公式: https://www.saison-am.co.jp/fund/master/.]

2.2 Investment philosophy

• The 3 principles of long-term, international diversification, accumulation
• A direct-sales model that is low-cost and no-load (zero sales commission)
• A direct-sales investment-trust communication strategy that emphasizes dialogue with customers (seminars, columns, YouTube, etc.)
• Target customers: the long-term accumulation-investment segment in their 30-50 s (high affinity with the Credit Saison cardholder base)

2.3 NISA / iDeCo eligibility

• New NISA (accumulation investment quota / growth investment quota) eligibility: the flagship 2 funds both meet FSA criteria as funds eligible for the accumulation investment quota
• iDeCo (individual-type defined-contribution pension) eligibility: the flagship funds are adopted as iDeCo investment products by multiple operating-management institutions

3. Parent-company relationship (within the Credit Saison consolidation)

Saison Asset Management
  ├── Credit Saison Co., Ltd. 60%
  └── Japan Post Co., Ltd. 40%

Managed funds
  ├── Saison Global Balanced Fund
  ├── Saison Master of Asset Formation Fund
  └── Saison Kyoso Japan Fund

Source: ^[セゾン投信 会社概要・運用体制等: https://www.saison-am.co.jp/company/outline/.]

Background to the subsidiary conversion (2017)

• At its establishment in 2006 it was run independently by Mr. Haruhiro Nakano (formerly of Credit Saison)
• 2017 subsidiary conversion completed by Credit Saison → positioned as the asset-management function within the group
• 2023-06-28 founder and chairman Haruhiro Nakano retired at the general shareholders’ meeting (reported as effectively a dismissal amid conflict with parent Credit Saison over the direct-sales-centered distribution policy) → transition from the founding era with a strong independent character to a period emphasizing group synergy. Mr. Nakano established “Nakano Asset Management” in 2023-09
• Under the strategy of parent Credit Saison, a pillar of cardholder × asset management cross-selling
• A funnel from “Eikyufumetsu Points” → Saison Asset Management purchases (capital circulation within the card economic sphere)

4. KPIs (based on officially disclosed information)

Sources: ^[セゾン投信「運用資産総額1兆円到達！」（2025-10-06）: https://www.saison-am.co.jp/news/2025/release/20251006173450.html; セゾン投信 会社概要・運用体制等: https://www.saison-am.co.jp/company/outline/.]

The net asset value of each individual flagship fund is disclosed on the official “operating status” page (updated every business day). For the latest figures, refer to official IR.

5.1 Direct-sales investment-trust model

• Sales channels: own direct sales + some financial institutions (handled at major online brokers such as Rakuten Securities / SBI Securities)
• Fee model: no-load (zero sales commission) + trust fees for long-term revenue
• Communication with customers: “investment-education-type” marketing through seminars, columns, YouTube, and book publishing
• A leading player among independent direct-sales investment trusts, alongside competitor Japan asset manager landscape matrix (direct sales + online brokers)

5.2 Synergy within the Credit Saison group

• Cross-selling to the cardholder base (cumulative 4000 万 members): investment-trust guidance via card statements and the app
• “Eikyufumetsu Points” → conversion into investment-trust purchase points (a points-investment funnel)
• Providing an alternative asset-management platform for those who do not have a bank account or prefer not to transact face-to-face

5.3 New NISA (2024~) tailwind

• The start of the 2024 new NISA scheme → an institutional boost to long-term accumulation-investment culture
• Product-line suitability as funds eligible for the accumulation investment quota (annual 120 万円)
• A double tailwind of new customer accounts and expanded accumulation amounts from existing customers, accelerating AUM accumulation
• Parent Credit Saison’s 2024-2026 medium-term management plan also explicitly states making the asset-management business a pillar ^•

5.4 Competitors and differentiation

• Competitors (independent direct-sales investment trusts): Japan asset manager landscape matrix・Japan asset manager landscape matrix・Japan asset manager landscape matrix
• Competitors (mega-affiliated management companies): affiliated majors such as Mitsubishi UFJ Asset Management・Nomura Asset Management・Daiwa Asset Management
• Differentiation axis: the combination of direct sales + low cost + Vanguard-family ETF combination + long-term international diversification contrasts with the sales-channel emphasis of the mega-affiliated majors (securities / bank over-the-counter sales). A symbolic presence of direct-sales investment-trust culture, alongside Commons Asset Management, Sawakami Asset Management, and Hifumi Toshin.

6. Regulation / supervision

Sources: ^[FSA 金融商品取引業者登録一覧: https://www.fsa.go.jp/menkyo/menkyoj/kinyushohin.xlsx; セゾン投信 会社概要・運用体制等: https://www.saison-am.co.jp/company/outline/; セゾン資産形成の達人ファンド 目論見書: https://www.saison-am.co.jp/pdf/fund/master/prospectus/prospectus2.pdf.]

Related

• credit-saison — parent company (TSE PRIME 8253)
• jcb · orico · jaccs — parent-company industry peers (credit sales / cards)
• hifumi — independent direct-sales investment-trust peer (Rheos)
• sawakami-am — independent direct-sales investment-trust peer
• commons-am — independent direct-sales investment-trust peer
• master-trust-bank — trustee trust bank
• mizuho-fg — parent-company-affiliated main bank
• INDEX — asset management namespace index
• INDEX — JapanFG namespace index

Sources

• Saison Asset Management official “Company overview / management structure, etc.” https://www.saison-am.co.jp/company/outline/
• Saison Asset Management official news release “Total assets under management reached 1 兆円!” (2025-10-06, 3 funds combined at 1 兆円 / management started 2007-03-15 / over 79 万 fund holders / 29 社 distributing financial institutions, all as of 2025-03 ) https://www.saison-am.co.jp/news/2025/release/20251006173450.html
• Nihon Keizai Shimbun “Saison Asset Management, Chairman Haruhiro Nakano to retire; a turning point for the direct-sales model” (2023-06, conflict with parent Credit Saison over the distribution policy / retired at the 2023-06-28 general shareholders’ meeting) https://www.nikkei.com/article/DGXZQOUB017CW0R00C23A6000000/
• FSA “List of registered financial instruments business operators” https://www.fsa.go.jp/menkyo/menkyoj/kinyushohin.xlsx
• Saison Asset Management official 3 funds: https://www.saison-am.co.jp/fund/global/ / https://www.saison-am.co.jp/fund/master/ / https://www.saison-am.co.jp/fund/japan/

---

[!info] 校核状态 confidence: likely. As of 2026-07-29 , re-confirmed the date of establishment, address, 60% / 40% shareholders, and the registration number, businesses, and associations using the company overview (as of 2026-04-01 ) and the FSA registration list. The date AUM reached 1 兆円 is 2025-10-06; over 79 万 fund holders and 29 社 distributing financial institutions are dated as of 2025-03 in the official release. No comparative ranking is included.