What are Mission Vision & Core Values of Rakuten Bank Company?

Rakuten Bank's mission explicitly targets society as a whole, aiming to empower individuals and communities. This broad scope reflects the Rakuten Group's overarching vision of global impact. The bank's services are designed to be accessible and beneficial to a wide range of users, from individual savers to businesses.

The central tenet of the Rakuten Bank Mission is the creation of value. This value is manifested through innovative financial products, convenient services, and a customer-centric approach. The bank strives to provide solutions that meet the evolving needs of its customers, enhancing their financial well-being.

Innovation and entrepreneurship are the engines that drive Rakuten Bank's mission. The bank continuously seeks new ways to improve its services, leveraging technology and a forward-thinking mindset. This commitment to innovation is evident in its early adoption of digital banking solutions and its integration within the Rakuten ecosystem.

While Rakuten Bank's primary operations are in Japan, its mission aligns with the Rakuten Group's global aspirations. This broader perspective influences the bank's strategic decisions and its approach to expanding its services and impact. The bank is positioned to adapt to the changing global financial landscape.

Rakuten Bank differentiates itself by combining innovation with an entrepreneurial spirit to generate positive social change. This approach allows it to offer unique services and benefits, such as Rakuten Points integration and preferential interest rates. This integrated approach enhances customer experience.

Rakuten Bank's commitment to its mission is demonstrated through its actions. For example, the bank's early adoption of mobile banking apps and its Money Bridge service. This focus on innovation and customer benefit underscores the practical application of its guiding principles. The bank continues to evolve its offerings to meet the needs of its customers, with a focus on digital transformation.

The core of Rakuten Bank's vision is innovation on a global scale. This focuses on leveraging knowledge, creativity, and passion from around the world.

Rakuten Bank's vision is distinctly future-oriented. It's about anticipating and shaping the future of banking through disruptive technologies and services.

The company aims for market leadership. This includes a global impact, contributing to communities where people can pursue their dreams.

Rakuten Bank's trajectory demonstrates significant growth. It reached over 17 million accounts as of May 29, 2025, showcasing strong market penetration.

A key element of Rakuten Bank's vision is leveraging the broader Rakuten ecosystem. This integration enhances customer experience and drives growth.

While aspirational, the vision is grounded in demonstrated success. The bank's achievements, such as surpassing 15 million accounts by February 2024, support its growth ambitions.

Rakuten Bank strategically leverages the broader Rakuten ecosystem to provide integrated financial solutions and unique benefits. This approach enhances customer value and fosters loyalty, aligning with the mission of creating value through entrepreneurship.

Offering Rakuten Points and preferential interest rates through Money Bridge exemplifies the integration of financial services within the Rakuten ecosystem. This strategy encourages users to consolidate their financial activities, enhancing their overall experience.

The bank's focus on expanding the use of its services as a primary account demonstrates a customer-centric approach. This strategy aims to deepen relationships with users and increase the value proposition of Rakuten Bank's offerings.

Rakuten Bank's collaboration with JR East Group to provide the JRE BANK service is a prime example of its strategy to expand its reach and offer new customer experiences. This aligns with its vision of being a global innovation company.

The significant growth in the number of bank accounts and total deposit balance reflects the successful execution of strategies driven by Rakuten Bank's mission and vision. These metrics demonstrate the bank's ability to expand its customer base and provide valuable financial services.

Rakuten Bank's strong financial growth in 2024, with a 30.3% increase in ordinary income and a 40.4% rise in ordinary profit for the nine months ending December 31, 2024, further underscores the positive impact of its strategic alignment. This performance highlights the effectiveness of the bank's mission-driven strategies.

Leadership plays a pivotal role in reinforcing the Rakuten Bank Mission, Rakuten Bank Vision, and Rakuten Bank Core Values. Strategic decisions and resource allocation are aligned with these principles to set the tone for the entire organization.

Communicating the Rakuten Bank Mission, Rakuten Bank Vision, and Rakuten Bank Core Values to all stakeholders is essential for ensuring alignment and shared understanding. This is achieved through various channels, including corporate communications and investor relations.

The 'Rakuten Shugi' principles serve as a foundational element for employees, ensuring a shared understanding of the Company Values that underpin the bank's operations. This framework helps to cultivate a unified Banking Philosophy.

Concrete examples demonstrate how Rakuten Bank Core Values are put into practice. The Happy Program, which rewards customer loyalty, is a prime example of a customer-centric approach.

• Happy Program: The Happy Program exemplifies Rakuten Bank's customer-first approach by rewarding customer loyalty and engagement.
• Paperless Operations: Efforts to promote paperless operations demonstrate a commitment to social responsibility and environmental considerations, aligning with the company's broader values.
• Integration within Rakuten Group: The integration within the Rakuten Group's overall governance and corporate philosophy framework suggests a structured approach to upholding these principles. For more insights on Rakuten's strategic growth, consider reading about the Growth Strategy of Rakuten Bank.