Bringing more experiences to children: School outreach programs and the next-generation well-being revolution

“What can money be compared to? With this question, a class began at a junior high school. At first, the youngsters looked puzzled, but soon they began offering tentative answers of their own. Then, the Sumitomo Life Insurance employee guiding the session stepped in with their answer.

“Money is like a knife.”

A knife is an essential tool for preparing delicious meals—but in the wrong hands, it can be used to commit a crime. “A knife, as a tool, is neither good nor bad. What matters is who uses it, and how,” explains the instructor. This metaphor sets the stage for the lesson on money and life: like a knife, money is a simple tool—a means to enrich and shape one’s life.

Guided by its purpose—“to contribute to the advancement of social and public welfare”—Sumitomo Life Insurance strives to become an “indispensable insurance group” that contributes to well-being. Historically, Sumitomo Life Insurance focused exclusively on adults in its efforts to contribute to well-being. In its roughly 120-year history, the company had never truly turned its attention to children.

The person who sparked this change was Jun Yamaguchi, Assistant General Manager, who now oversees educational services while serving in both the Marketing Promotion Department and the Next Business Planning Department. In 2020, during an internal call for new businesses ideas, he proposed that “if we truly think about well-being, we must turn our attention to future generations.” The idea was approved, and it became the foundation of the company’s educational services initiative.

Yamaguchi’s awareness of the issue is rooted in his experience as a single father, raising his three sons alone from their elementary school years. Reflecting on that time, he says, “I think I had more opportunities to think about my children’s future than most fathers.” He has long been convinced that “adults still have much to do for children.”

Across Japan, financial institutions are increasingly offering financial education in schools and other educational settings. Most programs emphasize the importance of planning for the future and introduce tools for proactive asset building and management.

In contrast, Sumitomo Life Insurance focuses less on teaching financial knowledge and more on giving children a chance to develop a healthy relationship with money. Everyone wants to save and grow their money—but the goal isn’t simply to accumulate wealth. When an instructor leading the class tells the students, “The most important thing is what you want to do with the money you save and grow,” the children nod thoughtfully, taking the lesson to heart.

The class concludes with the message that both money and study are simply tools—and what truly matters is “what kind of life you want to lead.” Despite its long duration of 100 minutes (two 50-minute sessions), several students remarked, “It went by in a flash” and “I’m really glad I got to hear this talk.” Teachers, too, were supportive: “Our goal isn’t to overload students with detailed financial knowledge. What matters is inspiring them to approach money responsibly.”

A key feature of Sumitomo Life Insurance’s educational initiatives is the involvement of roughly 1,000 sales representatives across Japan who have signed up for the project. They serve as the primary contact point with schools. While their main role is selling the company’s insurance products, they are self-employed, work on commission, and—unlike typical corporate employees—remain in one location, allowing them to be deeply rooted in their local communities.

In the past, sales representatives often faced rejection when approaching teachers, and many felt a psychological barrier when approaching the teaching profession. On-site classes, however, have led to a significant breakthrough in this regard. The offering of educational programs that schools want has helped create a welcoming atmosphere. Those who were once regarded as mere insurance agents are now invited into the principal’s office for tea, and when they lead a class, they are introduced with respect: “Today, Sumitomo Life Insurance will be conducting the lesson.”

To motivate sales representatives, Yamaguchi introduced a “shadowing system.” Initially, he and his team accompany the sales representatives, demonstrating how to lead a class. In addition, they prepared dozens of supporting tools—model formats for proposals, presentation slides, checklists, video manuals, and more—and built a system that allows staff to easily downloaded these resources from the intranet.

The on-site classes, initially piloted by the branch office where Yamaguchi previously worked, quickly gained a reputation among school officials, with many noting its growing popularity. This initiative, distinct from conventional financial education, is gaining devotees among educators nationwide as a tangible expression of Sumitomo Life Insurance’s philosophy of “contributing to the well-being of future generations.”

In fiscal 2024, Sumitomo Life Insurance launched an even more innovative initiative: the Virtual Work Experience Project. In collaboration with local companies, students “join” a company virtually and tackle real challenges faced by the business. Traditional work experience programs, by contrast, often consisted of simple repetitive tasks—such as spending two full days taking inventory at a supermarket or stamping hundreds of forms—losing their educational value. Schools were increasingly aware of this problem. And welcomed a more meaningful approach.

This project began in September 2024 at Osaka Municipal Tennoji Junior High School. Groups consisting of roughly 30 students “joined” companies virtually—each based in or with offices in Osaka City—and spent several months tackling real corporate challenges through about 20 50-minute sessions. The projects were diverse and practical: one group developed a promotional tool for a neck massager for a health equipment manufacturer, while another brainstormed e-sports ideas aimed at addressing social issues for an entertainment company.

At first, the junior high school students took the challenge lightheartedly. For instance, when asked how to market a massage device, they proposed making a television commercial featuring a popular comedian. But in the project’s mid-term presentation, their ideas were rigorously critiqued by company executives and employees.

“How much do you think it would cost to hire that celebrity?” “How many massagers would we need to sell to cover the expense?” “What would be the real benefit to our company of airing that commercial?” The feedback came sharp and unrelenting, with executives reminding the students that “to succeed in the real world, you have to think more deeply.”

After being confronted with such frank feedback from adults, the students’ mindsets and attitudes shifted dramatically following the midterm presentation. The sense of being regarded as “adults,” coupled with a new determination to “rise to the challenge,” seemed to spur their rapid personal development.

The educational impact of the Virtual Work Experience Project is clear from the data. Before taking part, only 26% of the students recognized the company they were joining. By the end of the program, that figure had soared to 98%. Favorable impressions of the company likewise rose from 63% to 97%, and of those students, 85% said they would now consider the company as a future career option. What’s more, 88% of participants reported that they felt they have grown personally through the program.”

Sumitomo Life Insurance plans to roll out the Virtual Work Experience Project at four schools in Osaka City during fiscal 2025. Using the Tennoji Junior High School program as a case study, the company will refine its methods with the aim of eventually expanding the initiative nationwide.

In its educational services initiatives for future generations, Sumitomo Life Insurance is placing emphasis on “contributing to well-being by offering richer experiences.” In 2025, the company also began developing new educational content. Through open innovation with partner companies and institutions, it is pursuing initiatives such as Mori Monster—a project that combines nature, creativity, and trading cards—and transforming its 35-year-old Sosaku Yojijukugo campaign, which calls for the creation of original four-character idioms in kanji, into a structured educational program.

What began as an educational service initiative inspired by the concerns of a single father has expanded nationwide. According to Yamaguchi, both the sales representatives who participated in on-site classes and the Sumitomo Life Insurance employees who conduct them are eager to do even more. Based on Sumitomo’s business philosophy, the company will continue its efforts to promote the well-being of future generations.