The AXA brand turns 20
News,
Group, June 9, 2005
In 1985, a new brand appeared in the insurance landscape: AXA. Short and snappy, catchy and easy to pronounce in every language, the name captured a challenge and a vision. At the time, the aim was to unite several companies under a single banner, so that they could transform themselves into a group with international reach.
Twenty years later, the challenge has become a reality. And the AXA brand gained strength in the interval by focusing on a core business - Financial Protection and Wealth Management - and a promise, summed up in the Be Life Confident tagline. This conveys AXA's vision of the business: strive to offer its customers products and services that respond to their needs so that they can look to the future with confidence.
As the brand turns 20, AXA is not only celebrating 20 years of success but also the promise of a great future.