Rakuten Card
The site of Japan's largest credit card issuer by cardholders, linked to Rakuten points.
Rakuten Card at a glance
Rakuten Card is a finance & banking website and one of the most visited sites in Japan, currently ranked #93 in the country. It was founded in 1950 by Not publicly disclosed and is headquartered in Tokyo, Japan. Today Rakuten Card is owned by Rakuten Card Co., Ltd. (Rakuten Group). Our estimates put its audience at ≈ 110 million visits per month. The business earns money mainly through interchange fees, card interest, fees. Its closest rivals include smbc-card.com, jcb.co.jp, epos.co.jp.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 103 million / month | +2% |
| Q2 | ≈ 107 million / month | +3% |
| Q3 | ≈ 110 million / month | +3% |
| Q4 | ≈ 117 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in Japan, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Japan86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 33 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Japan
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| rakuten card | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Japan web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in Japan
Company information
- Website
- rakuten-card.co.jp
- Sector
- Finance & Banking
- Owner
- Rakuten Card Co., Ltd. (Rakuten Group)
- Owner type
- Subsidiary of public company
- Founders
- Not publicly disclosed
- Founded
- 1950
- Headquarters
- Tokyo, Japan
- Employees
- 2,000+
- Ownership
- Rakuten Card Co., Ltd. (Rakuten Group) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $3 billion annual revenue (est.)
- Languages
- Japanese
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $3 billion annual revenue (est.)
- Ownership
- Subsidiary of public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Rakuten Card operates a bank and digital financial platform focused on Japan. The site of Japan's largest credit card issuer by cardholders, linked to Rakuten points. Revenue comes mainly from interchange fees, supported by the other lines listed below.
- Interchange fees
- Card interest
- Fees
Products & services
International presence
- Primary market
- Japan
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Japan)
- #93 in this index
- Sector rank
- Leading finance & banking site in Japan
- Global rank
- 900
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| smbc-card.com | ≈ 66 million / month | #94 class competitor | — |
| jcb.co.jp | ≈ 49.5 million / month | #95 class competitor | — |
| epos.co.jp | ≈ 33 million / month | #96 class competitor | — |
What is Rakuten Card?
Rakuten Card (rakuten-card.co.jp) is a bank and digital financial platform serving users in Japan. The site of Japan's largest credit card issuer by cardholders, linked to Rakuten points. It ranks #93 among the most visited websites in the country in this index, within the finance & banking category.
Who owns Rakuten Card?
The site is operated by Rakuten Card Co., Ltd. (Rakuten Group), founded by Not publicly disclosed. The company was established in 1950 and is headquartered in Tokyo, Japan. It employs around 2,000+.
Traffic and audience
Traffic estimates place Rakuten Card at roughly 110 million visits per month, about 3.7 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How Rakuten Card makes money
Revenue comes primarily from interchange fees, alongside card interest, fees.
Competitors in Japan
Its closest rivals include smbc-card.com, jcb.co.jp, epos.co.jp.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1950
Rakuten Card is founded in Tokyo, Japan.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #93 among the most visited websites in Japan.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns Rakuten Card?
Rakuten Card is operated by Rakuten Card Co., Ltd. (Rakuten Group). Subsidiary of public company structure, based on public filings and press reporting.
Where is Rakuten Card headquartered?
Rakuten Card is headquartered in Tokyo, Japan.
When was Rakuten Card founded?
Rakuten Card was founded in 1950 by Not publicly disclosed.
How many employees does Rakuten Card have?
Rakuten Card employs approximately 2,000+ people.
What is Rakuten Card's revenue?
Rakuten Card's revenue: ≈ $3 billion annual revenue (est.).
Who are Rakuten Card's competitors?
Main competitors in Japan include smbc-card.com, jcb.co.jp, epos.co.jp.
How does Rakuten Card make money?
Mainly interchange fees, card interest, fees.
Is Rakuten Card publicly traded?
Rakuten Card's ownership: Subsidiary of public company.
How many visitors does Rakuten Card get?
Third-party estimates place Rakuten Card at roughly 110 million visits per month, mostly from Japan, with 82% mobile traffic.
Is Rakuten Card safe?
Rakuten Card is an established finance & banking site founded in 1950 and ranked #93 in Japan; use the official domain rakuten-card.co.jp and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsrakuten-card.co.jp
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageJapan and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos