Beyond Payments

Beyond Payments—Reimagining the Experience

For many years, the value of a credit card was simple: enabling people to make payments without cash. Today, however, expectations have changed dramatically. Users are looking for more than just a way to pay. They expect services that understand their needs, provide relevant information at the right moment, and integrate naturally into their daily lives. What matters now is not only functionality, but the quality of the experience itself.

That is why we are working to redefine what exists beyond payments. Across the PayPay Group, payments, financial services, and data are increasingly connected as a single experience. As a core part of that ecosystem, PayPay Card aims to create services that naturally support users before, during, and after a transaction, helping them make better decisions throughout their daily lives.

AI and data are essential to making this vision a reality. We have access to an enormous amount of data. But what matters is not the data itself. What matters is how we transform that asset into meaningful value for users. By understanding each person's life stage, changing circumstances, and evolving needs, we can deliver the right information and options at the right time. Even within the limited space of a smartphone screen, we believe financial services should feel intuitive, seamless, and effortless. Designing financial experiences with AI at the core will be one of the defining principles of PayPay Card going forward.

Growth Alone Is Not Enough—Transforming the Structure

Today, PayPay Card serves more than 17 million members as of April 2026. We have grown significantly, but we do not consider ourselves a finished company. In fact, we believe we are entering a phase where simply extending what already exists is not enough. We must rethink the traditional role of a credit card company itself. At the center of that transformation is our commitment to being truly user-first.

We believe the true purpose of a service is to solve problems that genuinely matter to people. That is why we must challenge ourselves to tackle issues that go beyond the traditional boundaries of the credit card industry. This is not easy work. But we also believe that meaningful innovation only emerges when we continue taking on difficult challenges. At the same time, sustainable growth requires more than expansion. It requires profitability. We must continue strengthening both the user experience and the business itself.

PayPay Card has a dedicated Credit Management organization that helps us deepen our understanding of users through data and translate those insights into new forms of value. Our goal is not simply to support payments. We want to support better decisions before and after those payments take place.

I have always believed that the future evolution of PayPay Card is not necessarily about remaining a conventional credit card company. We want to expand the experiences surrounding money and create entirely new forms of value through data. And we intend to make that transformation happen ourselves.