Discover the 2025 Integrated Report
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2025 Integrated Report
Innovating with confidence
New technologies are emerging at a rapid pace. They have profoundly changed the way we live, spend, and work. They have also transformed the insurance landscape.
Interviews
Interview with Chafika Chettaoui, Chief Data and AI Officer, Strategy and Change at AXA France
SmartInAXA takes our customer experiences to a whole new level
The rollout of SmartInAXA is driving higher service quality and greater commercial efficiency.
Because customer experience is at the heart of our work, we are constantly improving our services. With data and artificial intelligence (AI), which are the priorities of our Unlock the Future strategic plan, we now have powerful tools to offer our customers simple, seamless support that closely aligns with their needs, resulting in greater connection and trust. With this in mind, we launched the NADiA (New Ambition for Data & AI) program in 2024 and rolled out the SmartInAXA chat agent a year later.
Interview with Henry de Courtois, CEO of Direct Assurance
Innovation is the hallmark of Direct Assurance
Since its creation, AXA has continuously evolved its offerings and pioneered new ways of doing business.
Direct Assurance has been developing a fully direct-to-consumer insurance model since 1992. With €1 billion in revenue in 2025 and 50% organic growth in three years, Direct Assurance combines two key success factors: a disruptive pricing approach, making it one of the most competitive players in the market, and a long-term innovation strategy that continues to address the barrier to entry that insurance premiums represent for many French people.
Discover AXA’s answers
Preventing and caring
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Long-term protection
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Reconciling growth and climate
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Rooting diversity in inclusion
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