Axa Reinvents Branding and Strategy Through Partnerships and Purpose

Published on September 10, 2024

Snapshot: Axa has announced the sale of its Investment Managers division to BNP Paribas for €5.4 billion, marking a shift in focus towards its core insurance business. This move is part of its broader strategic plan, "Unlock the Future," which aims to simplify its business model and leverage new growth opportunities. 

The insurer also enhances its branding through partnerships, such as extending its deal with Liverpool FC and featuring its logo on HK Express aircraft. 

Additionally, Axa is expanding its inclusive insurance initiatives through collaboration with the Universal Postal Union, targeting underserved populations. 

The company has also launched "The Climate School" to educate shareholders on climate issues. With increased marketing focus on SMEs and new investments in infrastructure resilience, Axa is positioning itself as a leader in both financial and social responsibility.

Key Quote: "Following our previous dedication to the women’s teams by lending our name to their new training centre seven months ago, becoming the sole and exclusive Global Training Partner of the club is a significant milestone for us." Virginie Berçot, Global Brand Director, Axa

Full story: FINANCIAL PROMOTER

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