September 15, 2026

Growing Forward

AXA’s strategic plan for 2027-2029

2 minutes

Thomas Buberl

Chief Executive Officer of AXA

With our new plan, “Growing Forward”, we will build the AXA of the next decade, driven by a clear ambition: to become the insurer best positioned to meet our customers’ growing protection needs and address the emergence of new risks, and thus organically grow our market share across our geographies and lines of business.
“Growing Forward” will build on the transformation carried out in recent years to create a simpler, stronger AXA, fully focused on its core insurance business. This model positions us well to withstand a volatile environment and deliver consistent performance across market cycles.

"Growing Forward" is organized around four strategic levers, each designed to translate our structural advantages into tangible performance and a clear competitive edge:

Earning customer trust - deepening customer relationships and expanding the addressable market,
Enhancing competitiveness - further improving pricing, underwriting and claims management,
Scaling AI - through increased automation and AI and cost discipline,
Building Future Leadership - all our business are transforming themselves towards more prevention and adaptation.

Earning customer trust

Our growth strategy is to increase the value of each customer relationship on one hand and expand our presence in structurally growing and underpenetrated segments on the other hand. We expect to gain market shares in P&C retail, SME and mid-market, Life & Health, Direct and Inclusive insurance.

At the same time, we will continue to strengthen our distribution platform, with the aim to extend our market reach and, through better tools and capabilities, further improve distribution effectiveness and productivity.

Enhancing competitiveness

Our objective is to support growth through enhanced competitiveness in order to maintain margins at excellent levels, as the external environment becomes more challenging. As part of this priority, we will raise our ambition on cost reduction across the organization.

This approach is designed to sustain technical excellence, protect margins even in less favorable cycles, and support predictable earnings and cash generation.

Scaling AI

To enhance the impact of all our strategic levers, we intend to systematically embed data and AI across our value chain, transforming the way the Group operates.

We have created an AI and technology hub to provide common platforms, reusable tools, and strategic partnerships, while empowering local business teams to adapt and deploy these capabilities in line with their priorities and market specificities.

Building Future Leadership

We also want to continue improving our response to the major challenges facing insurance: new technological risks, adaptation to climate change, rising healthcare costs, and the ageing of our societies. To keep risks insurable, we will make prevention core to our offers and services, while empowering our teams to embrace new technologies and entrepreneurship, and reinforcing our commitments to climate transition and social cohesion.