The Korean insurance market is worth KRW 250 trillion, nearly 10% of the nation’s GDP. Despite its massive scale, the sector remains weighed down by inefficiencies and a lack of digital adoption.

Insurance brokerage, in particular, has fallen behind—reliant on a fragmented network of individual brokers that has resulted in high information asymmetry, push-driven product sales, and declining consumer trust (even in today’s AI era!).

Digital-native younger generations, seeking fairness and seamless, efficient experiences, are especially underserved under the current market structure.

Habit Factory is redefining this paradigm. By fully digitizing the insurance sales process with data and AI, it stands apart from every other player in the market with three core innovations:

・Data- and AI-driven workflow automation

・A 100% non-face-to-face sales via KakaoTalk consultation

・A structured organization of full-time advisors

Proven in Korea, Habit Factory is now addressing inefficiencies in the U.S. mortgage brokerage market and setting its sights on Japan—advancing its ambition to become a global fintech disruptor.

Why We Invest

1．The Only End-to-End Digitized Insurance Brokerage in Korea：Unlike most brokerages that rely on manpower-heavy expansion, Habit Factory is the only player to fully digitize the entire insurance sales journey. The impact on productivity is remarkable—advisor productivity is nearly 5x higher than the top 10 general agencies’ average. We value this not only as a rare, proven case of digital transformation in a traditionally conservative insurance industry, but also as a fundamental advantage that underpins Habit Factory’s defensible and scalable growth.

2．Strong Leadership with Next-Generation Customers：Habit Factory has established clear leadership among digital-native 20s and 30s (currently ~90% of its users), who value transparency, data-driven recommendations, and seamless digital experiences. As this demographic matures, its lifetime value will grow significantly, with strong brand affinity and early lock-in of customers. By winning the trust of these next-generation consumers, the company has secured a defensible growth base that positions it to dominate the future insurance consumption cycle.

3．Strong Global Growth Momentum：While Habit Factory has already demonstrated both profitability and scalability in Korea, it is also showing strong early traction in the U.S. market—validating its cross-border potential. Beyond the U.S., the team is targeting the Japanese insurance market—larger than Korea’s yet even more outdated. Habit Factory is well-positioned to expand by tailoring its digital-first model to capture this international growth.

👉 Want insurance checkups and personalized recommendations—without pushy agents? (Currently Korea only)：

https://abr.ge/c4ub2y

👉 Want the best mortgage without the complex, lengthy process? (Currently US mortgages only)：

https://loaning.ai

👉 For collaboration opportunities anywhere:

hello@habitfactory.co