The Era of Shared Digital Wallets: 67% of Users Are in Their 20s, Couples Now Open Joint Accounts Early in Relationships

SmartBank Inc. has released the latest data on user demographics and continued usage of 'Pair Card,' its joint account service for couples within the AI-powered household finance app 'OneBank,' marking the service's 5th anniversary.

Pair Card users are overwhelmingly in their 20s and 30s, with those in their 20s forming the largest user group. This indicates that the service is becoming a daily fixture for young couples and married couples as a 'shared wallet in the cashless era.'

Financial Landscape for Couples and Families

In recent years, the cashless payment ratio in Japan has risen from 32.5% in 2021 to 58% projected for 2025※1, while prices have increased by approximately 12% during the same period※2. Dual-income households have also increased from 12.47 million to 13 million, with households where both spouses work full-time rising by 1.04 million compared to 2014※3.

In an era of rising prices, prepaid cards—which allow payments only within deposited amounts and enable real-time spending tracking—are proving easier for daily household budgeting than credit cards. Against the backdrop of increasing dual-income households, more couples are sharing living expenses even amid busy schedules, leading to wider adoption of cashless joint wallet services in daily life.

※1 Ministry of Economy, Trade and Industry, 'Cashless Payment Ratio in 2025'

※2 Statistics Bureau, Ministry of Internal Affairs and Communications, Consumer Price Index

※3 Ministry of Internal Affairs and Communications, 'Labour Force Survey (Detailed Tabulation),' 2024 average results (published February 14, 2025)

Users in Their 20s and 30s Account for Over 90%, Spreading Among Young Couples Before and After Marriage

Looking at user demographics for 'OneBank Pair Card,' which allows two people to share one joint account and receive two Visa prepaid cards, users in their 20s and 30s have consistently made up 90% of users over the past five years since launch. Notably, the proportion of users in their 20s has increased from 54% at launch to about 67% today, showing steady growth among younger couples and married couples.

The core age group among current users in their 20s is 25–26 years old—typically their third or fourth year as working professionals. Considering Japan’s average age at first marriage (31.1 for men, 29.8 for women, per the Ministry of Health, Labour and Welfare), this suggests that the service is widely used around the time couples begin cohabiting or preparing for marriage.

Used in Daily Life, with a 97% Average Retention Rate Over Six Months

The average monthly retention rate※ for Pair Card over the past six months is 97%. This indicates that once users start using the service, they continue using it, integrating it into their daily lives.

※Average of the ratio of accounts that made a payment in the previous month and also made a payment the following month, over six months

Top Spending Locations by Category: Seven-Eleven Leads in Food, McDonald's in Dining Out, Daiso in Daily Goods, Nitori in Furniture

A survey of locations with the highest number of Pair Card transactions among users found that Seven-Eleven ranked first for food, McDonald's for dining out, Daiso for daily necessities, and Nitori for housing-related items such as furniture.

In dating scenarios, movie theaters, Starbucks, and Tokyo Disney Resort ranked highly. Pair Card is used broadly across daily life—not limited to specific situations—from groceries and utilities to outings.

Additionally, user transaction data shows that among couples who have used the service for four years, one in three began making payments to obstetrics clinics and baby supply stores. This indicates that some couples have entered the parenting phase within four years.

Couples Also Saving Together for Weddings and Travel

Pair Card includes a 'Pocket' feature that allows users to allocate and save money for specific goals. Beyond daily spending, it is also used as a 'shared piggy bank' for couples to save together toward shared goals.

Looking at Pocket usage, couples use it not only for savings and emergency funds but also to prepare for major life events such as weddings, travel, and moving. One user even made wedding-related payments totaling around 1 million yen, showing that joint accounts are now being used for managing large, planned expenses beyond everyday transactions.

Pair Card is evolving beyond a simple tool for consolidating daily payments into a platform for both 'saving together and spending together.'

Real-World User Scenarios

Pair Card is used across various aspects of couples’ lives—from daily shopping and weekend outings to saving for the future and large payments.

Paying for Groceries and Daily Supplies While Cohabiting

'We transfer money from our credit cards into OneBank and use the Pair Card for shared expenses. We used to manage everything manually in Excel, but we’d lose receipts or find data entry tedious. Since adopting OneBank, we no longer need Excel or cash exchanges—life has become much easier.' (Case of a cohabiting couple in their 20s)

Paying During Joint Trips

'We both charge the same amount to the card for trips and use it together. Buying small things like food and drinks and having one person pay upfront, then settling later, was a hassle. Using OneBank for everything eliminated reconciliation entirely—it was great.' (Case of a long-distance couple in their 20s)

Instant smartphone notifications and automatic categorization upon spending are appreciated

'With credit cards, it takes time to know how much you’ve spent. Getting instant notifications and real-time transaction updates is great. Being able to check whether spending stays within budget helps us be more mindful and avoid overspending.' (Case of a married couple in their 20s)

Special 5th Anniversary Campaigns Launched

Having been continuously used by many couples, Pair Card celebrates its 5th anniversary since launch. Special commemorative initiatives, including a reflection feature to review the couple’s journey, as well as campaigns and events, will be rolled out.

Special Website: https://onebank.jp/lp/pair/5th/

Moving forward, OneBank will continue to support users facing rising living costs and diverse family structures, staying close to the financial challenges of couples and married life.

About the Household Finance App 'OneBank'

OneBank (formerly B/43) is a next-generation household finance app that makes it easy to record daily expenses and manage budgets sustainably. By issuing a unique Visa prepaid card, users can make cashless payments while preventing overspending. The app features AI-powered budgeting tools that assist with receipt organization and financial improvement suggestions. Users can manage finances jointly with family or partners using a shared account, or track parent-child spending in real time using children’s cards—offering flexible usage tailored to different family lifestyles. Since its launch in April 2021, cumulative downloads have reached 2 million by July 2025. (Service site: https://onebank.jp/)

Company Overview

Company Name: SmartBank Inc.

Representative: CEO Shota Horii

Founded: April 9, 2019