Mission statement

AXA's mission is to:

 'protect its clients from the personal and professional hazards of life'

Company history

AXA is a French global insurance group, the name of which was chosen in 1985. Whilst the company as we know it was formed over the last 30 years, the origins of the original companies that formed what is now AXA date back as far as 1720. The company is a formation of a succession of mergers and acquisitions of various insurance companies in the UK and around the world. Royal Exchange Assurance which formed in 1720 became a part of AXA in 1999 when it was acquired as Guardian Royal Exchange Group having merged with Guardian Assurance in 1968. This is just one of the lines of mergers that formed AXA. AXA was listed on the New York Stock Exchange in 1996.

Brand history

Though the name AXA is written in capital letters, it is not an acronym, but was chosen because it can be easily pronounced in any language. It was chosen in 1985 by Chairman and CEO Claude Bébéar, after conducting a computer aided search for a name, under the criteria that it be short and snappy, start with the letter A so as to appear near the top of all lists and be easily pronounceable in any language.

Wikipedia page: Click here

Strapline

AXA use the slogan 'Be Life Confident.'

Advertising

Sponsorships

AXA had a major sponsorship with the FA Cup for four seasons, between 1998 and 2002 which cost them around £25m. The FA Cup during this time was known as 'The FA Cup Sponsored by AXA'.

They are also official partners of the Australian Olympic team between 2008 and 2012.