Case Study: "Email Spoofing Is Not Someone Else's Problem." Jishu Financial Advisors Achieves Brand Visibility and Enhanced Security Through BIMI Adoption

Jishu Financial Advisors Co., Ltd. provides asset management and financial advisory services to its clients.

Faced with a sharp rise in email spoofing and phishing scams — including phishing emails impersonating affiliated organizations that were actually detected in the wild — the company acted with a strong sense of urgency: "This is not someone else's problem." This awareness became the driving force behind a comprehensive overhaul of their email security posture. Further prompted by changes to Google's Email Sender Guidelines, they took a phased approach to implementing SPF, DKIM, and DMARC, starting with monitoring and gradually escalating their policy until ultimately reaching "reject" enforcement.

To address a remaining challenge — the fact that security measures were invisible to customers — they turned to Brand Indicators for Message Identification (BIMI) and a Verified Mark Certificate (VMC). By displaying their logo directly in recipients' inboxes, customers can instantly recognize legitimate emails at a glance. This transformed their security efforts from an internal defense measure into a proactive statement of trust, visibly demonstrating their commitment to protecting customers.

Their flexible implementation approach also proved effective: since their service logo was still pending trademark registration at the time, they launched BIMI using a group company logo, allowing them to realize the benefits of BIMI without delay.

For more details, please visit：https://brandsecurity.gmo/en/works/000012/