Press Release
March 26, 2026
SBI Sumishin Net Bank, Ltd.
SBI Sumishin Net Bank Announces
Its Official Character “Neo-kun™”
SBI Sumishin Net Bank, Ltd. (Head Office: Minato-ku, Tokyo; President & CEO: Noriaki Maruyama; henceforth referred to as “SSNB”) today announced the launch of its new official character, Neo-kun, as the bank’s official communication character.
Neo-kun™, the official character of SSNB
About “Neo-kun”
Neo-kun serves as SSNB’s official communication character, guiding customers through the bank’s services in a clear and user-friendly manner across its mobile app, website, and various digital services.
The bank has recently begun beta testing NEOBANK ai, an AI-powered banking service that is the first of its kind among Japanese banks*. Neo-kun also plays an active role within this service, supporting customers by addressing their questions and helping resolve issues they may encounter.
Previously, Neo-kun functioned as a generative AI chatbot under the name “Helpippi™,” responding to customer inquiries. With its introduction as the official character, and against the backdrop of advancing digital technologies and expanded use of AI, the character’s role has been redefined. Neo-kun is evolving beyond a conventional “help” function to become a more proactive presence that supports customers in decision-making and transaction execution.
A Guide Living in the “Forest of Data”
Neo-kun is portrayed as a fairy who lives in a vast “forest of data” spread across the internet. By observing and learning from the continuous flow of information, Neo-kun constantly absorbs new knowledge.
Cheerful, energetic, and positive by nature, Neo-kun is passionate about helping others. By engaging with each customer attentively, Neo-kun helps turn moments of uncertainty into successful outcomes.
Designed as a reliable partner, Neo-kun not only answers questions about SSNB’s services and procedures, but also assists customers with transactions and money transfers, offering comprehensive support throughout the digital banking experience.
Profile of Neo-kun
More Than a Character: A Gateway to the Digital Banking Experience
Neo-kun is not merely a brand mascot. The character is positioned as a key entry point to the SSNB experience, connecting customers with the bank’s services through its app, website, FAQs, content platforms, and AI agents.
In particular, within NEOBANK ai, which has entered beta testing, Neo-kun appears as a guide that uses AI-driven responses to address customer questions and concerns. By navigating complex procedures in a simple and accessible way, Neo-kun aims to make digital banking more intuitive and approachable.
Future Developments
Going forward, Neo-kun will appear across a wide range of channels, including the SSNB app and website, official social media accounts, public relations materials, and various promotional initiatives. As digital services such as NEOBANK ai continue to evolve, Neo-kun will progressively expand its role as a guide and partner for customers.
Together with Neo-kun, SSNB will continue to deliver a next-generation banking experience that is easier to understand, more user-friendly, and accessible to a broader range of customers.
- ※ * As of February 14, 2026, according to SSNB research. This refers to the first Japanese bank to provide customers with an AI agent within a banking app that, based on natural language requests, generates and executes transaction-specific user interfaces (generative UI), such as for fund transfers.
About SBI Sumishin Net Bank
SBI Sumishin Net Bank (“SSNB”) is an online bank that was founded in 2007 and became the first Japanese internet bank to be listed on the Tokyo Stock Exchange Standard Market in March 2023. By leveraging the most advanced technology solutions, SSNB offers safe, secure and convenient banking experience to its customers.
In the digital bank business, SSNB has now over 7 million customer accounts with over 9 trillion yen (*1) in deposits. It consistently ranks high in customer satisfaction by recognizing individual needs of different lifestyles and life stages as well as by offering a well-designed user interface and experience.
Its mortgage business, which has built on a unique business model, is the largest among Japanese banks in terms of the amount of newly originated mortgage loans (*2).
SSNB’s NEOBANK® is a full-service BaaS (banking as a service) product offering that enables its brand partners to offer a full range of banking services to their customers. As a pioneer in the sector, it boasts a number of BaaS partnerships with Japan’s leading brands and businesses.
SSNB is vigorously engaged in non-financial activities as well including data initiatives and carbon credit trading in an endeavor to balance business growth with social responsibility.
Moving forward, SSNB will remain committed to embracing corporate social responsibility and sustainable growth as a fintech that goes beyond banking services to realize a society where prosperity and abundance circulate driven by the power of technology and a spirit of fairness.
To learn more about SBI Sumishin Net Bank, please visit: www.netbk.co.jp/contents/company/en/
(*1) The number of deposit accounts is as of February 7, 2024, and the balance of deposits is as of December 11, 2023.
(*2) This statement is base on our research as of March 31, 2023, using data disclosed by multiple domestic banks including Resona Holdings, Sumitomo Mitsui Financial Group, Sumitomo Mitsui Trust Holdings, and Mizuho Financial Group, as well as our own.
(*3) NEOBANK® is a registered trademark of SBI Sumishin Net Bank. The Registered trademark number is 5953666.
Contact
For further information about this press release, please contact:
SBI Sumishin Net Bank, Public Relations
ir_csr_sdgs@netbk.co.jp
Note: This content has been translated from the Japanese original using artificial intelligence (AI) or machine translation technology for reference purposes only.
In the event of any discrepancy between this translated document and the Japanese original, the original shall prevail.