Profits Aims for the Next Decade, Creating New Value Cycles with "Future Profit Architect"

Profits Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Shinichiro Tanaka; hereinafter "Profits"), which is approaching its 10th anniversary, has redefined its corporate identity, viewing the next decade as a second founding period. Along with this, we have adopted "Future Profit Architect" as a slogan symbolizing this concept.

In conjunction with this, we have renewed our corporate logo and completely revamped our corporate website (https://profitz.jp/).

To date, Profits has been engaged in discovering latent value in real estate and implementing it as business through its real estate investment and asset management operations, thereby creating new demand and market opportunities. Based on the knowledge and achievements cultivated through these initiatives, we will simultaneously pursue returns for investors, experiential value for users, and value for society. As an entity that designs "future profits" where value circulates among investors, users, and society, we will further expand the domain of value creation.

New Corporate Logo and Slogan "Future Profit Architect"

Background of Corporate Identity Redefinition: Clarifying Value Proposition for the Next Decade

As we position the next decade as a second founding period, and considering our past operational performance and the expansion of our business areas, we recognized the need to re-articulate who we are, what value we provide to society, and where we are heading, in order to transition from "Profits of the Past" to "Profits of the Future."

This redefinition is an initiative to more clearly communicate Profits' future value proposition and aspirations to investors and society.

About Profits: A Company That Implements Latent Real Estate Value as Business

Profits operates three businesses centered on real estate investment and asset management: Fund Asset Management (FAM), Private Asset Management (PAM), and the real estate information network "REACH." Since our founding, we have emphasized not just viewing real estate as an "asset to be held and managed," but rather conceiving and implementing businesses that create new demand by starting from the challenges faced by users, communities, and society.

For example, we have developed the small office brand "BLOCKS OFFICE," which adapts to changes in work styles, the residence brand "FLUFFY," which redefines living with pets in urban environments, and the "QOL Fund," which aims to balance social impact with investment returns. All of these are projects conceived from the challenges of users and society, rather than from real estate itself.

Furthermore, through the real estate information network "REACH" and the real estate management support tool "REACH AI," we make information and knowledge, previously held only by a select few professionals, widely accessible and support real estate owners' decision-making.

Corporate Slogan "Future Profit Architect"

The newly adopted corporate slogan "Future Profit Architect" embodies Profits' philosophy of value creation.

Here, "Profit" does not refer solely to returns for investors. Profits considers "future profits" to include the experiential value for users who utilize the real estate, as well as the value created for the community and society.

Real estate is not merely an asset. It has the potential to change people's behavior, transform cities, and create new value for society. Profits aims to be an entity that not only identifies this potential but also plans, designs, and implements it to create "future profits."

"Future profits" are not discovered, but designed. "Future Profit Architect" is a corporate slogan that expresses this attitude towards value creation.

The Concept of "Future Profits" Where Value Circulates Among Investors, Users, and Society, Embodied in "Future Profit Architect"

About the New Logo: A Design Symbolizing Corporate Identity

In line with the redefinition of our corporate identity, we have renewed our corporate logo. The new logo expresses the attitude of value creation embodied in "Future Profit Architect" through the letters of our company name "PROFITZ."

"PRO" represents expertise in discerning the essence, "FIT" represents the ability to design optimal solutions from various conditions such as market, capital, society, and time, and "Z" represents the determination to see things through to the very end. The logo embodies our commitment to not just conceptualize but also implement and accompany projects until results are achieved.

Furthermore, the design of the new logo is inspired by a "gate (opening)," where people, capital, time, and value intersect, expressing our desire to be an entity open to cities and society.

Concepts of "PRO," "FIT," and "Z" Embodied in the New Logo

Corporate Website Renewed

To consistently communicate the redefined corporate identity both internally and externally, we have also completely revamped our corporate website.

Corporate Website: https://profitz.jp/

The new site, centered on the concept of "Future Profit Architect," has been renewed to showcase Profits' value creation philosophy, business areas, past business development case studies, partnerships, and member introductions. The structure has been designed to more systematically convey how we identify, plan, design, and implement latent value in real estate.

Moving forward, we will operate the corporate website as a platform to disseminate information about the philosophy with which Profits creates real estate value, the projects we have undertaken, and the members who are responsible for value creation.

Corporate Website Top Page

Message from Representative Director Shinichiro Tanaka

This redefinition of our brand identity is a crucial initiative for Profits to advance to the next stage. As we approach our 10th anniversary, accumulating operational track record, and expanding our business areas, we felt it necessary to re-articulate who we are and where we are heading.

The value of real estate is not determined solely by location or market price. It depends on whether we can solve someone's pain points, create new experiences, and implement value that is meaningful to society.

We will continue to design "future profits" while realizing the "three-party satisfaction" of investors, users, and society. The term "Future Profit Architect" embodies this determination.

We will continue to take on challenges in the next decade.

Future Outlook: Towards the Next Decade

Profits will further expand the scope of real estate investment and asset management for the next decade.

In addition to the asset management expertise cultivated to date, we will, going forward, collaborate with group companies and domestic and international partner companies, combining functions such as operations, planning/production, and overseas networks.

We will view real estate not just as an object for ownership and management, but as a business opportunity that creates changes in people's behavior, experiences, cities, and society, and implement its value in more diverse forms.

Profits' Approach to User-Centric Value Creation and Partner Collaboration

Starting from user challenges and unmet needs, we aim to create new experiential value and real estate value, leading to a future where value circulates among investors, users, and society. With this aspiration embodied in "Future Profit Architect," Profits will move forward into the next decade.

Profits Inc.

We create and manage unique investment opportunities in assets such as offices, residences, and hotels, primarily in central Tokyo. We also provide advisory services for companies and individuals whose core business is not real estate, supporting social branding and CRE through investment. Furthermore, we are focusing on value-add investments, particularly in the "Social" aspect of ESG, by establishing the social impact real estate fund "QOL Fund." Our main clients include institutional investors, major corporations, and asset management companies, managing AUM of 155 billion yen. *As of the end of April 2026.

Representative: Shinichiro Tanaka, Representative Director

Location: 9F, New Tokyo Building, 3-3-1 Marunouchi, Chiyoda-ku, Tokyo

URL: https://profitz.jp/

Inquiries Profits Inc. Public Relations

Email: pr@profitz.jp