Becoming the Technology Company Closest to Our Customers' Joy in the World.

Our company endorses April Dream, which aims to make April 1st a day for sharing dreams. This press release is a dream of "Frey-Three Inc."

Our dream is to become "the technology company closest to our customers' joy in the world." As the first step, today, we are fundamentally changing our organizational structure.

Frey-Three Inc. (Headquarters: Shinagawa-ku, Tokyo; Representative Director & CEO: Ko Ishida; hereinafter "Frey-Three") has completely abolished its conventional division-of-labor "The Model" organizational structure as of April 1, 2026. Along with this, the "role barrier" of inside sales will also be eliminated.

Previously, one-sided approaches via phone calls and emails not only burdened customers but also caused fatigue among our staff. With the advent of the AI era, to deliver value to corporate clients who seek true "results" rather than mere tool implementation, we are transforming into "Relation X," a new way of building relationships where technology and humanity co-create.

[The Limits of The Model and the Division between Customers and Internal Teams]

"The Model" achieved significant success in Japanese SaaS sales by introducing division of labor and reproducibility. However, with the arrival of the AI era, the "next" step is required.

In recent years, the phrase "SaaS is dead" has been circulating, primarily in Silicon Valley. This signifies the end of the old-style SaaS, which merely involved tool implementation. What companies demand now is not just "tools" but tangible "results." In the current Japanese sales environment, the excessive pursuit of "locally optimized KPIs" such as the number of calls or appointments deprives sales teams of the original goal: "time to truly engage with customers." These "locally optimized KPIs," which distance us from customers, have created departmental silos within organizations and led to staff exhaustion. What management most wants to avoid now are the serious situations of "top performer attrition" and "top customer (key account) churn." In an era where information overload and population decline are progressing simultaneously, regaining the trust of lost talented personnel and customers is extremely difficult. The quality of communication that reliably "reaches" limited personnel and customers, without being buried in vast amounts of information, will become the lifeline of companies.

[New Concept "Relation X": Redefining "Relationships" in the AI Era]

Our company proposes "Relation X," a fundamental transformation of human-to-human relationship building in the AI era, rather than merely "DX" which tends to stop at digitalization. X represents Transformation, Experience, and unknown possibilities (an unknown variable).

According to the 85-year Harvard Study of Adult Development, "the source of happiness and productivity in life lies in high-quality human relationships." The essence of attrition and churn in business also lies in this "deterioration of relationships."

"Relation X" is an organizational model where routine explanation tasks are replaced by AI and video technology, allowing humans to evolve into a new type of talent that "detects customer issues faster than anyone else and provides meaningful proposals and dialogues." Furthermore, by recording and guaranteeing "when, who, what, to whom, how it was communicated, and what the reaction was" through video, it reconstructs a foundation of trust in an era flooded with misinformation. Through practical application with client companies, it has already achieved both productivity improvement and cost reduction, as well as improved relationships.

■1ROLL Solves "Three Challenges" in Business Communication

Since its founding, Frey-Three has leveraged its background in advertising and IT to work with customers on business communication transformation for 13 years. Within this, particularly in the Japanese sales field, there are three layers of challenges:

• Layer 1: Lack of opportunities to learn communication styles, often resulting in simply reading materials or "mere explanations."

• Layer 2: Tendency to provide difficult-to-understand "company-centric explanations" that merely list technical terms and features.

• Layer 3: Inability to make proposals centered on the other party, providing "explanations based on their understanding, interest, and reactions."

The AI video platform "1ROLL" incorporates this "ability to communicate tailored to the audience," which was previously only possible for rare "top performers," as part of its product mechanism. The creative insights cultivated by CEO Ishida and founding members through winning domestic and international advertising awards, combined with practical knowledge and performance data from 13 years of working with over 300 clients on digital and video communication transformation. The core of 1ROLL is "high-quality content creation" through over 1,000 types of scenario templates condensed from this knowledge, designed for "communicating in a short time." This proprietary technology is patented, and when combined with a CRM/MA integration platform that boasts the No. 1 Salesforce integration record in Japan, it functions as a difficult-to-imitate infrastructure of trust. With 1ROLL and consulting, all employees are freed from exhausting "tasks" and can concentrate on building good relationships with customers.

Since integrating generative AI features (automatic subtitle generation, video summarization, automatic chapter generation) in 2023, 1ROLL has continued to evolve to address the "unconscious fatigue" of the frontline, adding features like AI digests, AI narration, and recorded automatic distribution to eliminate the labor-intensive nature of live seminars. In 2025, "1ROLL for Agentforce," integrated with Salesforce's autonomous AI agent "Agentforce," was released. It has evolved from a video marketing tool to an AI video platform over three years. This organizational transformation reflects the evolution of this product in the very way the organization operates.

■New Organizational Structure from April 1st

Frey-Three will abolish the "The Model" organizational structure, where KPIs were fragmented by department, and transform into a "Customer Relationship Organization (CX Unit)" where all employees directly accompany customers to success.

From "Division" to "Integration" — The Birth of Multifunctional Professionals

We will eliminate the unconscious role barriers created by The Model's division of labor—such as marketing, inside sales, field sales, customer success, and development—and all members will face customers as one unit. Precisely because of this era, we ourselves must change to directly address customer challenges and aim for success together. We are confident that by making AI our ally, this organizational model can be achieved even with a lean, elite team.

Integration of Technology and Humanity — A Way of Working with AI as a "Partner"

All employees will utilize AI as a "partner," entrusting routine explanation tasks and document creation to AI video technology, including "1ROLL for Agentforce." Customer data accumulated in Salesforce and 1ROLL viewing behavior data will be integrated to data-drivenly determine "when, who, what to communicate." Humans will then focus on being "consultants" who passionately support customers at the moment they need help most.

Benefits for Customers and Employees — Balancing "Results" and "Job Satisfaction"

This transformation contributes to both results and job satisfaction. The "wear and tear of explanations" from repeatedly giving the same explanations, and the frontline being freed from unnecessary calls and visits, will reduce employee fatigue. Simultaneously, by implementing the art of "communicating a long message in a short time" within the organization, the Time to Value for customers to understand value and achieve results will be dramatically shortened. Time spent on individual-dependent dialogues will be replaced by "knowledge assets embedded in videos," achieving a departure from labor-intensive models. Instead of hard selling, a system where "prepared consultations" naturally arise based on video viewing data will improve customer experience, aiming for a group of "Relation X masters."

■ Comment from Ko Ishida, Representative Director & CEO of Frey-Three

"For 13 years since our founding, we have pursued 'customer-centric communication.' However, looking at our own organization, we realized that the previous 'The Model' structure had led to fragmentation and siloization. To break this situation, we decided to change our organizational structure.

In the AI era, what customers demand is not just tools, but tangible 'results.' To achieve this, we ourselves must master AI and video as labor-saving tools, and humans must dedicate themselves to building 'deep relationships' that only humans can create. We declare that we will become 'Relation X masters' in the AI era and evolve into partners who walk alongside our customers.

Going forward, we will sequentially roll out 'boot camps' and user events aimed at achieving results and climbing the mountain of challenges together (details to be announced later).

Please look forward to the newly reborn Frey-Three."

■ Reasons Why Frey-Three is Undertaking This Transformation

We believe this initiative holds significance not only for economic value but also for society and the environment.

Implementing Scientifically Proven "Happiness" in Business

The 85-year Harvard study shows that "what sustains people's health and happiness throughout life is not wealth or fame, but good relationships." However, modern business, in its pursuit of efficiency and division of labor, has resulted in organizational silos and sales pressure driven by numbers, robbing employees of imagination and joy. Frey-Three's mission is to resolve this fragmentation and "return business from a transaction of numbers to an exchange of joy."

Making Humans "More Human" with Technology — Contribution to Society and Environment

AI is not meant to replace humans but to be a partner for "soul-less tasks." By entrusting routine explanation tasks to AI and video, humans can concentrate on areas only humans can excel at, such as "empathizing with others" and "conceptualizing new value." Socially, by eliminating "explanation fatigue," we create an environment where humans can focus on creative tasks and dialogues, and support transformation leaders who tend to feel isolated, spreading "relationships where people naturally want to consult" throughout society. Environmentally, the use of video and AI significantly reduces physical travel for business trips and visits, as well as the printing of paper catalogs and DMs, directly leading to a reduction in CO2 emissions.

Setting a New Standard for Society as the "First Practitioner"

In Japan, where the working population continues to decline, traditional labor-intensive approaches have reached their limit. Frey-Three has deliberately abolished the sales division-of-labor system, which was common practice in the SaaS industry, and transformed into an organization where all members accompany customers with their respective strengths. In the AI era, we will demonstrate a new organizational standard that balances "earning power (profit)" and "employee happiness (well-being)" through our own practice.

[About Frey-Three Inc.]

Frey-Three is committed to transforming business communication and relationships under the mission of "Unleashing imagination to fill the world with joy." Against challenges faced by Japanese companies such as declining labor productivity and the normalization of quantitative approaches, we provide relationship transformation solutions utilizing our unique video generation/analysis technology and AI platform "1ROLL." By changing customer interactions from "exchanges of numbers" to "exchanges of joy," and balancing corporate productivity with the sustainability of human capital, we aim to become Asia's No. 1 Relation X company.

Company Name: Frey-Three Inc.

Headquarters: TK Ikedayama 2F, 5-22-33 Higashi-Gotanda, Shinagawa-ku, Tokyo

Representative Director & CEO: Ko Ishida

Corporate Website: https://frey-three.jp/