One of Japan's oldest and largest life insurance firms, Asahi Mutual Life Insurance sells primarily life and health policies to individuals and groups. As its traditional products have struggled amid increased competition from industry deregulation, the plunging stock market, and cancellation of policies, Asahi has focused on specialized and third-sector (not classified as life or non-life) products, including policies that pay victims of cancer, stroke, and heart attack and policies targeted to women and seniors. It was founded in 1888.