Embedded Finance under Japanese Law

25 March 2021

In 2019, Andreessen Horowitz predicted that in the not-too-distant future every company will be a FinTech company. Fast-forward to today, and most large companies embed financial services into their products to streamline the customer journey and increase their lifetime value.

Embedded finance typically covers the following services:

  • payments
  • card payments
  • lending
  • investments
  • insurance
  • banking

Generally speaking, there are three different types of entities involved in embedded finance – brands, enablers, and license holders.

BrandsNon-financial services companies that embed financial services into their platforms and applications to improve the user experience and increase their lifetime value.
EnablersCompanies acting as the middle layer between brands and license holders.
License HoldersFinancial services companies that are registered with or licensed by the Financial Services Agency (FSA)

Historically, enablers and license holders have been largely identical in Japan. Yet, there is no particular reason why this should not change. In particular, the amended Act on the Provision of Financial Services is likely to bring new momentum to the FinTech industry as it allows financial intermediaries to provide services across different sectors with a single registration.

For brands the upcoming changes mean that they will be able to embed different types of financial services much easier, which in turn will drive demand for enablers connecting them smoothly with different license holders.

What type of license should the license holder hold?

The type of license depends on the kind of services the license holder intends to provide. In most cases one of the following licenses is required:

  • banking services (including deposits, loans, and money transfers) » banking license
  • money transfers (transmission of ≤ JPY 1 million) » money transmitter license
  • lending services not including deposits » lending license
  • securities and derivatives brokerage etc. » financial instruments business operator license
  • insurance services » insurance company license

One example that might be different from other jurisdictions is to the provision of lending services in online shops. Depending on the type of lending services different licenses are needed. A careful analysis is therefore necessary.

If the license holder, for example, makes the payment on behalf of the buyer by granting an instalment loan, this is considered an ‘instalment sale’ which falls under the supervision of the Ministry of Economy, Trade and Industry. If the license holder, however, lends the money to the buyer, and the buyer uses that money to pay the shop, lending regulations apply, and the license holder falls under the supervision of the Financial Services Agency.

What type of license does a brand need?

A brand only needs a license if it acts as an intermediary for financial services. ‘Intermediation’ under Japanese laws is understood broadly and covers any act that furthers the execution of financial contracts. If a brand’s application, for example, seamlessly integrates financial products, this is generally considered an intermediation of financial services.

On the contrary, the introduction of financial products does generally not require a license. If a user is forwarded to the license holder’s website to purchase financial products, for example, the brand is not regulated.

Until this year, the intermediation of different kinds of financial services required different licenses. The intermediation of banking services required a banking agent license, the intermediation of securities services required an intermediation of financial instrument license and so on. For the intermediation of different types of financial products, the brand therefore needed different licenses. From mid of this year, this will change however, and a single license will be sufficient.

What type of license does an enabler need?

If an enabler provides intermediary service as described in the previous section, it has to apply for an intermediation license.

If an enabler, however, only provides a software solution connecting the brand with the license holder a license is not required.

Overview

Depending on the exact service, companies may or may not be subject to license requirements in Japan. At a very high level the regulatory environment is as follows:

  • brands » license for intermediation of each financial product – from mid of this year a single license will be sufficient
  • enablers » not necessarily subject to registration/license requirements
  • license holders » subject to registration/license requirements.

A more detailed overview can be found in the following section.

Detailed overview of what licenses are necessary

As mentioned above, the license requirements differ considerably depending on what kind of service is carried out. A careful case-by-case analysis is therefore necessary.

EMBEDDED PAYMENTS

Instruction by brand

brandenablerlicense holder
service providedbrand instructs user’s bank to transmit money to brand’s account for purchasing goods or servicesprovides API for instructionmoney transfer
applicable lawsnot regulatednot regulatedBanking Act (BA) or Payment Services Act (PSA)
license/registration requirementnot regulatednot regulated  banking license under BA or money transmitter license under PSA

Instruction by third party

brandenablerlicense holder
service providedinstructs user’s bank to transmit money to brand’s accountmoney transfer
applicable lawsBA or not regulatedBA or PSA
license/registration requirementregistration as electronic payment services provider under BA if instruction is given to bank   not regulated if instruction is given to money transmitter  banking license under BA or money transmitter license under PSA

Payment by third party (performance by user at the time enabler receives payment)

brandenablerlicense holder
service providedentrusting the collection of payment to the enablerreceiving payment from user and making payment to brand   (performance by user under the agreement with brand at the time enabler receives payment)
applicable lawsnot regulated
license/registration requirementnot regulated  

Money transmission (not related to the purchase of goods or services)

brandenablerlicense holder
service providedbrand instructs user’s bank to transmit money to another person’s accountmoney transfer
applicable lawsBA or not regulatedBA or PSA
license/registration requirementregistration as electronic payment services provider under BA if instruction is given to bank   not regulated if instruction is given to money transmitter.  banking license under BA or money transmitter license under PSA

EMBEDDED LENDING

Inhouse instalments

brandenablerlicense holder
service providedbrand provides installment loan to user to finance purchases
applicable lawsInstallment Sales Act
license/registration requirementnot regulated

Credit purchase brokerage

brandenablerlicense holder
service providedbrand intermediates advance payment and installment payment from license holderslicense holder makes advance payments to brand and receives installment payments from user
applicable lawsnot regulated-Installment Sales Act
license/registration requirementnot regulatedregistration as credit purchase brokerage business and in cases where the amount is less than JPY 100,000 registration as small-amount credit brokerage business

Loan affiliated sales

brandenablerlicense holder
service providedbrand intermediates loan and then jointly and severally guarantees the loan paymentlicense holder provides loan to user to finance purchase in brand’s online shop
applicable lawsInstallment Sales Act, BA or Money Lending Business Act (MLBA) or Financial Services ActBA or MLBA
license/registration requirementbrands must comply with some duties under the Installment Sales Act (no license/registration)   intermediaries of loans must obtain a bank agency business license under BA or register as money lending business under the MLBA or as financial services intermediary under Financial Services Actbanking license under BA or registration as money lending business under MLBA  

Affiliated loan

brandenablerlicense holder
service providedprovides access to loan products in its online storelicense holders provides loan to user to finance purchase in brand’s online shop
applicable lawsBA or MLBA or Financial Services Act BA or MLBA
license/registration requirementintermediaries of loans must obtain a bank agency business license under BA or register as money lending business under the MLBA or as financial services intermediary under Financial Services Actbanking license under BA or registration as money lending business under MLBA

EMBEDDED INVESTMENTS

brandenablerlicense holder
service providedprovides interface for investments in securities through appinvestment into securities
applicable lawsFinancial Instruments and Exchange Act (FIEA)FIEA
license/registration requirementif brand is a financial institution, it must be registered as a financial institution engaging in the investment advisory and agency business; it is not allowed to use a financial services intermediary under the FIEA   if the brand is not a financial institution, it can act under the investment advisory business or as a financial instruments intermediary business under the FIEA or a financial services intermediary business under the Financial Services Actinvestment business under the FIEA

EMBEDDED INSURANCE

brandenablerlicense holder
service providedprovides access to insurance products in its online storeprovides insurance products
applicable lawsInsurance Business Act or Financial Services ActInsurance Business Act
license/registration requirementregistration as insurance agent under Insurance Business Act or financial services intermediary under Financial Services Actinsurance business license or small insurance business license

EMBEDDED BANKING

brandenablerlicense holder
service providedprovision of withdrawals and deposits through the appdeposit
applicable lawsBA or Financial Services ActBA
license/registration requirementpermission for banking agency business under BA or registration as financial services intermediary business under Financial Services Actbanking license

EMBEDDED CARD PAYMENTS

Debit cards issued by large companies

brandenablerlicense holder
service providedissuance of debit cards linked to bank accountsdeposits
applicable lawsBA or Financial Services ActBA
license/registration requirementpermission for banking agency business under BA or registration as financial services intermediary business under Financial Services Actbanking license

Debit cards issued by money transmitters

brandenablerlicense holder
service providedissuance debit cards linked to money transmitterstransfers
applicable lawsPSAPSA
license/registration requirementnot regulatedregistration as money transmitter under PSA

EOD