– Aisin Executes Strategic Investment via Pegasus-Managed CVC Fund and Successfully Forms a Business Alliance with WizWe –

 

Joint Development of a Healthcare Solution Linking Mobility and Lifestyle Habits

 

＜Overview＞

In 2023, Aisin Corporation, a major Japanese automotive parts manufacturer and member of the Toyota Group, launched a joint development project with Tokyo-based startup WizWe. The initiative aimed to create a health solution that integrates daily mobility with behavior-based habit formation, with the overarching goal of supporting the well-being of Japan’s aging population by fostering active lifestyles and social engagement.

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WizWe is a Japanese startup known for its “Smart Habit” platform—a behavioral change solution that combines human coaching and digital technology to support habit formation in areas such as language learning and health improvement. The platform’s strength lies in its high engagement and success rates, achieved through data-driven optimization and continuous support based on behavioral science.

To accelerate innovation, Aisin established a ¥7.5 billion (approx. $50 million) corporate venture capital fund in 2018 in partnership with Pegasus Tech Ventures in Silicon Valley. Pegasus introduced WizWe to Aisin in 2023, leading to a strategic investment and the official announcement of the joint partnership in March of the same year.

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＜Challenges and Solutions＞

Japan is experiencing rapid population aging, especially in rural areas where access to public transportation is limited. As more seniors voluntarily surrender their driver’s licenses, the closure or downsizing of public transport services further isolates them from essential daily activities. This creates a dual risk: continued driving increases the risk of traffic accidents, while giving up driving can lead to reduced physical activity and social isolation, ultimately worsening both physical and mental health.

In response to this societal challenge, Aisin and WizWe combined their respective strengths—Aisin’s expertise in mobility systems and WizWe’s behavioral science-based habit formation technologies—to co-develop a sustainable mobility support model that not only enables transportation access but also encourages consistent movement as a lifestyle habit.

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At the heart of the collaboration is “Choisoko,” an AI-powered on-demand transport service developed by Aisin. Choisoko allows seniors and those with mobility issues to book transport via smartphone or dedicated terminals, providing flexible mobility that is not tied to fixed bus schedules. This personalized service offers convenience and improves access to social and health-related activities.

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                                                                                                   Source: Choisoko Official Website

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By integrating WizWe’s Smart Habit platform with the Choisoko service, the initiative evolved beyond transportation alone—it enabled the act of going out to become a regular habit. Smart Habit supports users by sending nudges, reminders, and tracking behavioral data to reinforce and sustain the habit of local travel and engagement.

The partnership between Aisin and WizWe led to the development of a mobility-anchored habit-formation solution tailored for elderly users. The system helps reduce isolation and promotes active participation in community life, with Choisoko addressing transportation needs and Smart Habit reinforcing behavior through personalized support.

A pilot project is currently underway in collaboration with Kawasaki City to test the effectiveness of this model. Early expectations include increased outdoor activity among seniors, improved quality of life, and potential reduction in healthcare costs associated with aging-related inactivity.

This initiative is gaining attention as a pioneering model for addressing aging society challenges through a combination of mobility innovation and digital health support. Aisin and WizWe aim to expand the solution nationwide, contributing to healthier, more connected communities across Japan.

 

＜References＞

1. WizWe Official Website: “Announcement of Capital Funding from Aisin’s CVC.”

2. PR TIMES: “WizWe, Developer of the Smart Habit Platform, Receives Funding from Aisin CVC.”

3. WizWe Official Note: “Special Dialogue: Exploring the Possibilities of Mobility and Habit Formation—Toward a Society Full of Emotion and Smiles.”

4. Choisoko Official Website

5. Kawasaki City Official Website: “Pilot Test for Choisoko On-Demand Transport Around Musashi-Kosugi Station.”

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Note: Currency exchange assumption used: $1 = ¥150
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