Swell

Swell Inc., operator of the 'itowa' platform, offers a digital solution for managing funeral-related services. The company was founded by CEO Mitsuru Sakamoto. In February 2024, Swell announced it had raised funding to enhance the functionality of itowa and hire additional support staff.

The 'itowa' platform is designed to assist both bereaved families and funeral homes. It provides a centralized online space for sharing obituary information via a dedicated page, which can be distributed through LINE and other methods. This service aims to simplify the process for families by managing attendee lists and coordinating thank-you gifts. For those unable to attend a service in person, the platform facilitates the sending of online condolences, incense money (koden), and flowers.

The business model is based on a commission fee from the sales of online memorial gifts, such as condolence money, flowers, and condolence telegrams, offered through the platform. There is no initial introduction fee for funeral homes to adopt the service. Since its launch in June of the previous year, 'itowa' has been utilized in over 700 funerals, reaching more than 18,000 individuals. The company aims to expand its usage to 350,000 funerals annually by 2028.

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