Interbrand honors AXA once again in 2016

Interbrand, the brand strategy and design consultancy, has once again honored the AXA brand: for the eighth consecutive year, AXA is the #1 Global Insurance Brand and now joins the top 3 financial services brands. ALL NEWS  |  Brand
Oct 5, 2016
Véronique Weill
Group Chief Customer Officer, in charge of Customer, Brand and Digital, and Chief Executive Officer of AXA Global Asset Management

We are very proud to be the leading insurance brand for the 8th year in a row. I would like to thank our 103 million customers who have trusted us, once again this year. I would also like to thank our employees and our distributors for this new achievement. Their daily commitment towards our customers illustrates our new strategic vision: Empower people to live a better life. The AXA brand reflects this mission and we are very pleased to be recognized for our continued efforts.

The 2016 Interbrand ranking, centered on growth, rewarded AXA for three major initiatives, which drive the success of the Group and its brand: the strengthening of its powerful innovation ecosystem, designed to serve customers; meaningful initiatives for corporate responsibility through the promotion of concrete, sustainable actions; and an expanded presence of the Group in Africa and the Middle East.

An entire ecosystem dedicated to innovation

An entire ecosystem dedicated to innovation was established at the Group level to better serve our customers while anticipating their needs. AXA Lab (an innovation detector), Kamet (a startup studio), AXA Strategic Ventures (venture capital fund) and AXA Partners (facilitator for business partnerships) intervene throughout the development process, from the initial idea to product marketing.

With 23,000 participants in 2016, the internal innovation program Start-in is a growing success. Its aim is to harness the innovation potential at AXA to find tomorrow's solutions for our customers.

Concrete initiatives for sustainable, responsible growth

On May 22 in Geneva, Thomas Buberl announced AXA's divestment from the tobacco industry. This represents a strong commitment to the fight against tobacco, a major world threat to health and a very great financial cost for society.
The Group also strengthened its commitment for research on climate, socio-economic and health risks, supporting almost 500 projects with over €149 million through the AXA Research Fund.

Every year, for six years now, AXA Group employees have come together for one week to participate in actions around their commitment to solidarity. CR week has become a key event for the Group's employees and an international benchmark for employee engagement.

An expanded presence of the Group in Africa and the Middle East

This year was marked by the strengthening of AXA's presence in Africa and the Middle East. The group expanded to Nigeria and Egypt, and invested €75 million in Africa Internet Group in order to propose insurance services through the Jumia e-commerce platform.

Key figures:

  • 46th Global Brand (2015: 48th)
  • #1 Global Insurance Brand for the 8th consecutive year
  • Financial valuation: $10.579 billion (+14%)
  • 3rd best brand across all financial services
  • a 49% increase since 2013

Interbrand, a brand strategy and design consultancy, is recognized internationally for its expertise in brand assessment. The Best Global Brands ranking established by Interbrand evaluates a brand's value according to three criteria: its financial performance, the brand's strength, and the band's role in the purchase of its products and services. For more information:

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