Since May 2016, customer demands confirmation at the time of insurance solicitation was strengthened by the Japanese Financial Services Agency (FSA). It requires not only confirming what customer is requiring but also to realize what is required though the insurance plan proposal. To realize this, insurance company must firstly understand their customer’s needs then secondly need to show how the it can be realized though insurance plan proposed as well as how it matches with their own needs. This means both customer needs and the matches between customer intention and the proposal must by visualized. The visualisation can be realized by using three-dimensional model which has time, space and products axes. These three axes represent the elements of insurance products, which time represents 'when' insured will deserves the benefits and space represents 'for what' insured will deserves as the benefit. The customers expectation to insurance, in other words, is to clarify the function which customer are expecting out of entire functions of insurance. That is, clarifying which function of insurance is required by customer means that customer demands of insurance is identified. Therefore, the three-dimensional model can be used to visualize both what insurance can do and also the customer demands itself.
This paper aims to propose a visualised three-dimensional model which represents the structure, essence and the concept of insurance. The three-dimensional model is a model which enables the visualization of sufficiency degree of customer demands that are considered to be invisible in most of the cases. Each axes of three-dimension represents the function of life insurance. The visualising model of customer demand sufficiency degree enables to comprehends the function of insurance in public social security, private life/non-life insurance and customer demands point of view. Through the process of understanding insurance as a system using this model, people will understand how can insurance support their financial risk and find out what they should and should not expect for private life insurance product.
Through the result of workshop and the interviews to the professionals and the specialist of life insurance as for an evaluation of the model, it was proved that the model helped understanding the features and function of life insurance and participants could know their needs of insurance. And, also, they had the impression that life insurance is something valuable and will benefit for future financial risks.
