Why QED invested in Habitto

QED's decision to invest in Habitto comes down to the strength of its founding team, the opportunity in the Japanese market and the early signs of a company on the brink of something remarkable.

Japan is a fascinating market. It’s large, developed and yet surprisingly underserved when it comes to modern fintech solutions. The country has long been dominated by traditional banks and insurance companies with lagging technology and offline-first distribution models. Meanwhile, the “Sandwich” generation—those in their 30s to 50s balancing aging parents and young children—is under immense financial pressure. They need better tools to save invest, and protect their futures. Habitto is uniquely positioned to deliver just that.

When I first met Sam Ghiotti, Habitto’s co-founder CEO, I was immediately struck by her clarity of thought and sheer determination. Her deep experience in financial services shined through. Alongside her is Liam McCance, a creative force with a proven track record in marketing and strategy, and Yasunori Kume, whose extensive local knowledge and financial expertise round out a formidable team.

I am excited about the impressive progress Habitto has made. Securing a Financial Services Intermediary License in Japan is no small feat. Establishing partnerships with bank and insurance partners has been amazing. Habitto’s target market represents billions of dollars in annual premiums and commission revenue and the early signs point to a business that can scale while maintaining strong economics.

Our partnership with Habitto is more than an investment—it’s a collaboration rooted in shared values and complementary strengths. Sam and her team are tackling a real problem with precision and passion, and I’m excited to see where this journey takes us.