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03/26/2026 23:00
Release： 03/26/2026 23:00
Update： 03/26/2026 23:00
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What is the new NISA? A super introductory guide to understanding from zero
Just hearing the word investment makes many people tense. "Seems difficult," "I might lose money," "only rich people do it." With that image in mind, it's hard to take the first step. You who are reading this article may have arrived here with such feelings as well. That's perfectly fine. In fact, I think that level of warmth is just right. There's only one thing I want to convey. The New NISA system is not for people who are already experts in investing. Rather, it is a system designed for those who had little connection with investing until now. And now, leaving this system as something “somehow seems difficult” is quietly becoming a reason for ongoing losses. This article explains what the New NISA is, why you should start now, and how to start, in a way that someone with zero investment knowledge can understand. I kept jargon to a minimum and wrote in my own words as much as possible. If you feel that a difficult topic has appeared, go back and reread it. You will surely be able to read it to the end. First, let’s straighten out common misconceptions about investing. When many people hear “investment,” they envision something close to gambling: repeatedly buying and selling while watching stock price charts, the sight of numbers filling the screen on TV, and professional traders making quick judgments. But investing with New NISA is completely different. You don’t need to watch the market every day. You don’t need to time buys and sells. Once you set it up, you can largely leave it alone. That is the style of dollar-cost averaging with New NISA. So, what exactly is New NISA? In one word, it is a mechanism where profits from investments are not taxed. In a normal taxable account, when you earn profits from stocks or funds, about 20.315% tax is applied to that profit. If you earn 100,000 yen in profit, about 80,000 yen will be left after taxes. The remaining about 20,000 yen goes to taxes. This is normal taxation. However, with an account called New NISA, this tax is zero. If you earn 100,000 yen in profit, the full 100,000 yen stays in your hands. You might think 20% is not a big deal, but the difference grows larger the longer you invest. For example, if you invest 30,000 yen a month for 20 years and manage it at 5% annual interest, the asset after 20 years would be about 12.3 million yen on a principal of 7.2 million yen. If about 5.1 million yen were taxed, that would be over 1 million yen in taxes. With New NISA, that 1 million stays in your hands. The same amount, for the same period, using the same method, but just using the system makes a difference of well over 1 million yen. The New NISA was significantly revised in 2024, making this system even easier to use. Here’s a quick summary of what changed from the old NISA. The old NISA had two types: “tsumitate NISA” and “general NISA,” and you could use only one of them. There was also a limit on how long you could hold tax-free: 20 years for tsumitate NISA and 5 years for general NISA. The New NISA changed this substantially. First, it provides both “set-up to invest periodically” and “growth investment” frames, allowing up to a total of 3.6 million yen to be invested per year. And the tax-free period is unlimited. There’s no need to sell after 5 or 20 years; you can hold purchases tax-free for decades. Furthermore, the lifetime investment limit is set at 18 million yen. That’s a substantial amount. Even saving 50,000 yen per month would take 30 years to exhaust, which is beyond what a typical employee can use in a lifetime. For most people, starting is far more important than exhausting this limit. Now, the question: is investing truly safe? I think this is what many people care about most. To answer briefly: risk varies greatly depending on what you invest in and how long you hold it. If you try to grow quickly in the short term, the risk is higher. On the other hand, a long-term, steady, incremental approach is historically known to carry lower risk and provide stable returns. Among the investments often chosen with New NISA are globally diversified stock index funds. Popular options include the fund known as “eMAXIS Slim All-C world (World/All-country, ORCAN)” and the S&P 500-linked US fund that invests in about 500 big US companies. Let me quickly explain what an index fund is. For example, the S&P 500 represents the stock prices of about 500 leading US companies like Apple, Microsoft, Amazon, Google, Nvidia, etc. A fund that tracks this index means you are broadly investing in all 500 companies. If you only invest in one company, you could lose everything if that company goes bankrupt. But if you diversify across 500, the impact of one company’s failure is less than about 0.2% of the total. Diversification dramatically reduces risk. Since 1928, the S&P 500 has delivered an average annual return of about 10%. It has fallen sharply during events like the Lehman Brothers collapse and the COVID-19 shock, but over the long term it has continued to trend upward. Of course, past performance does not guarantee future results, but the long history is important evidence for investing considerations. Here is one important point: when discussing investment risk, many people only think about the possibility of losing money. But there is risk in not investing too. That is inflation risk. Inflation means prices rise. When prices rise, you can buy less with the same amount of money. A product that cost 1,000,000 yen now might cost 1,200,000 yen in ten years. This is inflation’s essence. From 2023 to 2024, Japan saw rising prices for groceries, utilities, and dining out. Many people feel their monthly expenses have crept up, even though they buy the same items at the supermarket. That’s the impact of inflation. If you keep money in a regular bank account, the interest rate is nearly zero. So, even though the nominal amount doesn’t decrease, its real value declines as prices rise. The action of keeping money in a bank "for safety" quietly erodes wealth. Knowing this changes how you choose. Now, how do you actually start? First, you need to open a brokerage account. You need an account for investing, separate from a bank account. The recommended two options are SBI Securities or Rakuten Securities. Both are online brokerages where you can handle everything on your smartphone, without visiting a branch. Fees are very low, and many index funds have no purchase fees. To open an account, you need a My Number card or a combination of a notification card and an identity document. It takes several days to up to a week to open. Once the account is open, set up a New NISA account. In addition to your regular securities account, you must apply for a New NISA-only account, which can be completed online. Next, choose the index fund for monthly investment. For beginners, the previously mentioned Orcan (eMAXIS Slim All-World) or S&P 500-linked index funds are often recommended. The reasons are simple: low fees, high diversification, and suitability for long-term holding. If you’re unsure, these two should be your primary consideration. Finally, set your monthly investment amount. It doesn’t have to be a large sum. It can be 10,000 yen per month or 30,000 yen per month—start with an amount you feel you can continue. After that, the purchases are automatic and you can largely leave it alone. A common question is “From how much should I start?” The answer is simple: start within a range that doesn’t affect your current life. You don’t need to tighten your lifestyle for investing. You don’t have to cut back on monthly groceries or rent, and you shouldn’t. The key is to invest with a comfortable amount and gradually build from there. Another common question is “When is the best time to start?” People worry about buying when markets are high. But this worry is less meaningful for long-term, regular investing. If you buy when prices are high, the price per unit is higher, but when prices fall, you can buy more cheaply. By continuing to buy a fixed amount every month, you buy consistently through highs and lows. This is called dollar-cost averaging. When markets fall, that’s when you can buy more. For long-term investing, temporary crashes are opportunities to buy at lower prices. Those who continued their contributions through the COVID-19 crash later enjoyed strong returns; those who paused never benefited as much. There is one more thing to know before you start: New NISA is not magic. The asset won't dramatically grow the first month, nor is growth guaranteed. Investments always carry the risk of losing principal. However, many economists and investors support the view that risk is reduced over time by long-term, diversified investing. The three principles—long term, diversification, and low cost—are the basics to avoid mistakes in investing. New NISA provides an environment under which you can invest following these three principles, created by the government. There’s no reason not to use it. I often hear people say, “I’ll study a little more before starting.” But in investing, trying to understand everything perfectly before beginning is counterproductive. The feel for investing is gained only by taking action. How you feel during a market crash and how you want to react when there are gains can’t be fully learned just from knowledge; you must experience it. Starting small and learning as you go is the most efficient way to learn in investing. First open an account, start monthly contributions with a small amount, and deepen your understanding as you see actual numbers in motion. This order is the shortest path in the end. If you feel like “this doesn’t concern me” or “it’s too early,” please answer one question: How will you view your choice ten years from now? The most common regret in investing isn’t “I started too early,” but “I started too late.” If you start one year earlier, you gain the benefit of one year of compounding. The difference grows larger as time passes. New NISA is not a system for special people. It’s equally open to those who want to build retirement assets, to those who want to save for their children’s education, and to those who want more options for the future. You can start today or next week. But those who start even a day earlier will gain that one extra day of time’s benefit. Please open a brokerage account first. That alone is a sufficient first step. You don’t need to overthink it. You can gradually learn what you didn’t know. That alone will start to change how you approach your assets.
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Common investment strategies of people with assets exceeding 100 million yen

Many people have wondered, “What exactly am I working for?” When your salary arrives each month and vanishes into rent, groceries, and taxes, with what remains tucked into a bank account, you spend years like that, and before you know it you’ve reached your 40s. Only then does the question “Is this really okay?” quietly rise from the depths of your chest.

In Japan, it is said that more than 1.5 million households currently hold financial assets of at least 100 million yen, a group commonly called the “wealthy.” It accounts for only about 3% of the total, but the number is increasing year by year. Were they born into a special family? Not necessarily. Some have inherited billions of yen from parents, but many ordinary office workers have built 100 million yen in assets over 30 or 40 years while working.

So, do people whose assets exceed 100 million yen share any common thinking or behavioral patterns? The answer is yes. And the truth is shockingly simple, not something that requires extraordinary talent or luck. It’s just that most people either don’t know it or know it but cannot put it into practice.

In this article, I will describe, as concretely and honestly as possible, the investment philosophy and daily habits common to those whose assets exceed 100 million yen. Rather than a “secret method to become rich,” I hope you read this as an honest answer to the question, “Why can’t most people become rich?”

First, there is something you must know: almost no one who has asset levels over 100 million yen made their fortune by “shooting for a one-time windfall” through investments.

Many people envision the wealthy as those who made a fortune in stocks or cryptocurrency, or those who earned millions overnight through forex. Because such stories dominate on TV and social media, it’s easy to think that only those kinds of people can reach 100 million yen. But in reality, such “one-shot windfall” wealth is only a tiny fraction of the wealthy.

The path followed by the overwhelming majority of wealthy people is remarkably plain and perhaps boring: contribute a fixed amount every month, steadily, for a long period, and hold onto it. That’s all. Yet few have managed to commit to that “just that.”

Let’s think about concrete numbers. If you invest 50,000 yen per month at an annual rate of 5%, after 30 years you’ll have about 41.6 million yen. At 100,000 yen per month, about 83.2 million yen. If you increase your monthly contributions as your salary grows or invest bonuses as well, reaching 100 million yen in 30 years becomes a realistic goal.

What’s important here is that an annual rate of 5% is not a “dreamly high return.” The past 30 years’ average return of global stock indexes has generally ranged around 6–8% per year. In other words, you don’t need special skills or luck or connections with a securities company. If you simply keep money in the right containers, such returns have been achievable in the past.

Then why can’t most people do that? That is the fundamental difference that separates the windfall millionaires from ordinary investors.

When you talk with people whose assets exceed 100 million yen, almost everyone mentions one thing: “I did not let emotions move my money.”

In investing, emotions are your biggest enemy. When prices rise, you feel you should have bought more; when prices fall, you feel you must sell everything out of fear. Following these emotional swings leads repeatedly to the worst pattern: buying high and selling low.

During the 2008 Lehman Brothers collapse, the Japanese stock market fell about 60% in just over half a year. At that time, many individual investors yielded to fear and dumped all their stocks. Yet many people who exceed 100 million yen did almost nothing during the crash. Some even increased their purchases as prices dropped.

Why could they do that? Because they had the conviction that crashes will come and will eventually recover. This conviction comes from studying history: after every crash—Lehman, the IT bubble burst of 2000, Black Monday in 1987—the market has repeatedly reached new highs. Those who deeply understand this know to view crashes not as losses but as sales opportunities.

Conversely, emotional behavior when the market is rising is dangerous too. After the COVID-19 crash and the subsequent rapid rebound in 2020–2021, many rushed into leveraged products and high-risk stocks, thinking they would miss out. As a result, many suffered large losses in the downturn of 2022.

People who exceed 100 million yen counter these “emotional traps” with systems. They set up automatic monthly investments on a fixed date and amount, so emotional decisions like “wait for now because the market is scary” or “buy more because prices are surging” have no room to enter.

This concept of automation may seem plain, but it is actually a sophisticated self-control mechanism. Studies show human willpower is finite, and people are more prone to emotional decisions when tired or anxious. Smart investors therefore eliminate emotion by relying on systems rather than willpower.

Next, we should discuss the unique sense of time held by those with assets over 100 million yen.

Ordinary investors judge investment success by yearly gains. A 5% annual return feels small, while 20% feels large. They chase high-risk investments to aim for 20% gains. This is common thinking.

But those who exceed 100 million yen steer their money by looking 10, 20, or 30 years ahead. They care little about short-term returns. Rather, they feel that an average annual return of around 7% over ten years is enough and don’t oscillate with every year’s result.

This is what is called a “time horizon difference.” With a longer time horizon, the attitude toward risk changes.

Money to be used in ten years and money to be used next year have completely different characteristics. It’s foolish to invest money you’ll need next year in stocks, because there is a risk prices could halve by then. But investing money you’ll need in ten years in stocks makes sense: there will be time to recover from any drawdown.

Looking at the portfolios of those who exceed 100 million yen, you can see money clearly separated by purpose and time horizon. Money you may need within five years is held in cash or short-term bonds. Money you won’t need for more than ten years is actively invested in risk assets like stocks and real estate. This “bucket strategy” helps prevent emotional selling; when a downturn tempts you to sell, you can calmly think, “I won’t sell because I’ll need this money in ten years.”

Long time horizons also maximize the power of compounding. It is often said that compounding is the eighth wonder of the world, a line attributed to Einstein (the truth of which is dubious), but the math is indeed astonishing.

If you invest 1,000,000 yen at 7% annually, after 10 years you’ll have about 1.97 million yen; after 20 years about 3.87 million; after 30 years about 7.61 million. In 30 years you’ve multiplied the original by 7.6. And that calculation assumes no additional contributions; monthly contributions would yield even larger final numbers.

To maximize compounding, two principles matter: “don’t withdraw at any point” and “invest as long as possible.” People who exceed 100 million yen rigidly adhere to these. When you need a down payment for a house or education expenses for children, they seek long-term investment assets to cover those needs instead of dipping into funds prematurely. They understand that ten or twenty years later, the difference will be substantial.

When discussing the investment strategies of those who exceed 100 million yen, one concept cannot be omitted: costs.

The costs that many ordinary investors hardly consider are among the factors that most strongly influence long-term returns. In particular, the fees for mutual funds, known as management fees, matter a great deal.

For example, compare an actively managed fund with a management fee of 1.5% per year to an index fund with a fee of 0.1%. If you save and invest 50,000 yen per month for 30 years, under the same expected returns, the fee difference can cause your final assets to differ by several hundreds of thousands to over a million yen.

1.5% vs 0.1% is only a 1.4% difference, but over 30 years that extra 1.4% compounds and meaningfully reduces final wealth.

Those who exceed 100 million yen understand the compound-cost effect well, so they choose the lowest-cost products available. In Japan recently, ultra-low-cost index funds such as eMAXIS Slim and SBI V-series have become common, with management fees around 0.05–0.2%. Using such products gives a decisive long-term advantage to asset-building.

Additionally, tax costs are equally important. Nearly all people who exceed 100 million yen maximize tax-advantaged accounts like NISA and iDeCo (individual-type defined contribution plan).

New NISA, starting in 2024, expanded to lifelong investment allowance of 18 million yen and annual investment limits of 3.6 million yen (1.8 million yen for the regular NISA plus 2.4 million yen for the growth investment frame). Within these limits, gains and dividends are tax-free. Normally, investment profits are taxed at about 20%. If you earned 10 million yen in profit, 2 million yen would be taxes. But within NISA, that 2 million stays with you.

iDeCo offers three tax advantages: contributions are deductible from income, investment gains are tax-free, and withdrawals receive additional deductions. The tax-saving effect is especially large for those with higher income, making it a no-brainer for high earners.

People who exceed 100 million yen think not only about how to use the money they’ve earned, but also about how to legally minimize taxes. This isn’t merely tax avoidance; it’s about ensuring the money that should stay in one’s own hands does so correctly.

Looking at the asset mix of Japan’s wealthy, many hold a blend of real estate and financial assets. More people mix both than those who have only stocks or only real estate to reach 100 million yen.

Why is real estate part of wealth for the wealthy? There are several reasons.

First, real estate is an asset that tends to withstand inflation. When prices rise, rents generally rise as well, and asset values tend to increase. Stocks are also inflation-resistant, but real estate more directly benefits from inflation.

Second, real estate is an asset that can use leverage. You don’t need 100 million yen in cash to buy a 100 million yen property. With a 20–30% down payment and a mortgage, you can acquire an asset worth several times your own funds. If managed well, the return on your own funds can be very high.

Moreover, real estate provides a steady monthly cash flow. While stock dividends depend on company performance, rental income tends to be relatively stable. This is a major advantage for those aiming for FIRE or those who want to fund retirement from assets.

However, real estate investing also carries risks: vacancy risk, maintenance costs, rising interest rates, and lower liquidity—risks not typically faced in stocks. Many who exceed 100 million yen fully understand these risks and diversify by combining real estate with more liquid stocks and cash.

In stock investing as well, diversification is thorough. It is rare to find someone with more than 100 million yen who puts all their wealth into a single company. Their portfolios diversify across regions—Japanese stocks, US stocks, developed markets, and emerging markets—and across asset classes—stocks, bonds, real estate, and cash.

The essence of diversification is not to chase the best in every situation but to prevent collapse in any situation. If one market crashes, other assets can cushion the blow. This safety net, consciously designed, is a hallmark of those who exceed 100 million yen.

Here is something many people overlook: before investing, you must first “secure the defense.”

What those who exceed 100 million yen share is that they first solidified their financial foundation before starting to invest. Specifically, they set aside an emergency fund covering 6 months to 1 year of living expenses, completely paid off high-interest debt (especially credit cards and consumer finance), and ensured positive monthly cash flow. These are prerequisites for starting to invest.

There is a saying: “Before trying to grow through investment, plug the holes in your bucket.” If you begin investing without addressing wasteful spending, you won’t grow wealth beyond the returns you earn from investing.

Almost all those who exceed 100 million yen have a clear grasp of their money flow. They understand exactly how much they spend each month, what is fixed versus variable, where there is waste, and then calculate exactly how much they can allocate to investments.

Managing a household sounds mundane, but it is the backbone of an investment strategy. Even with the same rate of return, someone who can invest 30,000 yen a month will end up with far less wealth than someone who can invest 200,000 yen a month. To increase the amount you can invest, you must either increase income, reduce expenditures, or both.

Regarding increasing income, many who exceed 100 million yen actively pursued side jobs, job changes, or career advancement. They didn’t rely solely on investments; they also took actions to grow the funds that would become their investment capital. Especially in one’s 40s, investing in oneself—skill development, acquiring qualifications, networking—can yield higher returns than investing itself.

If increasing your market value raises your annual income by 1,000,000 yen, that is like earning a guaranteed 1,000,000 yen per year. To reliably earn 1,000,000 yen annually through investments, you typically need about 20,000,000 yen in principal, which shows how valuable investing in yourself can be.

In discussing the investment strategies of those who exceed 100 million yen, psychological aspects cannot be ignored. One of their most distinctive traits is how they relate to money emotionally.

For many people, money is a source of worry. They feel perpetual shortage, fear retirement, worry about illness, and this anxiety fuels financial scams and dubious investment pitches, such as promises of “10% monthly returns.” Many who fall for such promises carry deep-seated money anxieties.

Those who exceed 100 million yen respond to money with remarkable composure. It’s not merely because they have money; it’s because they understand the essence of money itself.

They view money as something that represents their time and labor. Therefore, wasteful spending feels like “time wasted.” At the same time, they readily spend on experiences of value, learning, or ways to enhance productivity.

They also have a sense that money should work for them. They understand that wealth comes not only from working for money but from creating a system where money itself generates more money. They feel a strong aversion to keeping cash idle in a bank, seeing cash as “money that’s sleeping” and as an opportunity loss from the returns money could otherwise produce.

Even more interestingly, almost all those who exceed 100 million yen do not use money for showy displays of status.

When incomes rise, many upgrade their lifestyles accordingly—buy new cars, move to pricier homes, buy brand-name goods. This is called “lifestyle inflation,” one of the biggest barriers to wealth accumulation.

Even if income grows from 5 million to 8 million yen, if expenditures rise in tandem, the amount that can be invested hardly changes. But those who, when income rises, hold their living standards, and continue investing the majority of the increase, will reach a materially different asset level in a few years.

Many who exceed 100 million yen live quite modestly even with annual incomes over 10 million yen. They don’t drive luxury cars, eat out at ordinary restaurants, and travel only 1–2 times a year. Some may call this frugality, but they don’t find value in spending for show. They weigh the happiness money can buy against the future freedom that continued investment provides, and they find the latter far more valuable, thus acting accordingly.

Although it might seem abrupt to discuss it when talking about investment strategy, many who exceed 100 million yen place importance on reading habits and ongoing learning.

What they read is not limited to stock-picking guides. They study a wide range of disciplines—economics, psychology, history, philosophy, management—believing that a broader worldview improves investment judgment.

For example, studying history reveals recurring patterns: booms and busts, wars and postwar recoveries, technological revolutions and their impacts. Those who know history can calmly place what is happening now into a larger context.

Studying psychology reveals one’s own thinking biases: loss aversion where losses loom larger than gains, the recency bias that overemphasizes recent events, the familiarity bias that favors known companies or familiar stocks, and dozens of other cognitive biases. Recognizing these allows one to pause and examine whether current judgments are biased.

People who exceed 100 million yen possess humility, not the certainty that they are always right. They practice thorough diversification and avoid concentrated bets borne of absolute conviction. They understand that when you think “this stock will definitely rise,” that is precisely when danger lies.

Reaching 100 million yen and maintaining it are two different matters altogether.

Many have heard that most people who win the lottery end up running out of money within a few years. This is supported by statistics: strangers who suddenly come into a lot of money often face financial difficulties within years.

What distinguishes those who built 100 million yen gradually from those who obtained it suddenly is their money-handling philosophy.

People who built wealth over time acquired wisdom to defend and nurture their assets: their thinking about money, investment principles, the relationship between risk and return, the importance of costs, and emotional control. By continuing to follow these same principles after hitting 100 million yen, they can keep increasing their wealth.

In other words, the essence of wealth-building lies in acquiring the right philosophy and habits. Chasing the 100 million yen target itself can be a paradox; focusing on the same mindset and actions as those who already reached it brings one closer to that goal.

In wealth-building, today’s small actions may seem minor. Yet when accumulated over ten, twenty, or thirty years, the daily differences become the massive wealth gap. If you can invest an extra 10,000 yen per month for 30 years, you’ll gain hundreds of thousands in difference. If you can cut annual fees by 0.5%, you’ll gain hundreds of thousands in the long run. If you don’t sell during crashes and hold, your long-term returns will change significantly.

Believing in the power of these accumulations and continuing to act steadily may be the path to reaching the level of 100 million yen.

In Japan today, more people are starting to invest. The launch of New NISA has led to a new high in securities accounts, and a growing sense among younger generations that investing is normal. This is a very good development.

However, starting to invest and continuing to invest correctly are two different things. Merely opening a brokerage account and buying random stocks will not lead to a 100 million yen asset in decades.

What matters is clarifying the purpose of investing. Is it for retirement funds, for your children's education, for early retirement, or for achieving financial freedom? With a clear goal, you can stay focused on the long term without being swayed by short-term market fluctuations.

And the question of “what kind of life do you want to live” cannot be separated from investment strategy. Money is a means, not a goal. Many who exceed 100 million yen pursue not money itself but the freedom and choices money affords: the ability to work when they want to, rest when they want to, study what they want to study, go where they want to go. They aimed to gain this freedom in life through money.

With that goal in mind, they steadily continue monthly contributions, endure drawdowns, minimize costs, avoid emotional decisions, and maintain a long-term horizon. These cumulative efforts can, after decades, yield the result of “somehow eventually exceeding 100 million yen.”

100 million yen is not a summit reserved for a few talented people. With the right knowledge, the will to act, and a long-term outlook, it is within reach for most people.

But the path to that point is not dramatic. It doesn’t require sudden inspiration or lucky breaks. It simply requires doing the right things quietly and persistently for a long time.

Whether you can accept that quietness may be the final dividing line between those who exceed 100 million yen and those who do not.

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