AXA Brings Its #1 Global Insurance Brand to U.S. Life and Retirement Market

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February 4, 2014

AXA Equitable Life Insurance Company to Be Known as AXA

New York – AXA Equitable Life Insurance Company, the primary U.S. subsidiary of the global AXA Group (AXA S.A.), today announces the unveiling of an integrated and strategic effort to leverage the global reputation and brand equity of its parent company, AXA S.A.  To reflect its brand promise to help people simplify financial choices in their lives, and to better reflect the global AXA brand, AXA Equitable is simplifying its umbrella brand in the United States to AXA. AXA Group is a worldwide leader in insurance, wealth management and retirement savings with 102 million clients in 57 countries and for five consecutive years has been ranked the #1 insurance brand in the world by Interbrand.  

“The power of our brand comes not from a logo or a commercial, but rather from a consistent set of experiences that we provide for our customers, resulting in a lifelong relationship of trust,” said Mark Pearson, Chairman and Chief Executive Officer. “For us, this is not just a cosmetic name change or another advertising campaign, but rather a unification of the AXA brand and a significant, long-term investment in customer experience.” 

As part of this effort, AXA in the U.S. has launched a new, customer-centered website – – that is easier to navigate and, provides a Step Ahead Guide, and is viewable on multiple types of devices. This week the company also launches a national advertising campaign that spans television, print, outdoor, and online channels, introducing customers and advisors to AXA’s life and retirement solutions, as well as to the way that AXA helps people reach their financial goals. 

“Consistent with this promise, we’re offering a streamlined experience – on the phone, online and in person - that reflects our ability to guide people toward taking small, manageable steps,” said Beth Pasciucco, Head of Brand Management and Customer Experience.  

“Customers and advisors will experience a shift in the way we connect to their needs, both through digital and in the way that we present who we are and what we offer the world. AXA’s digitally friendly, memorable, and modern identity reflects the simplicity and straightforwardness that we bring to our customers who are navigating a complex financial environment.”

See for yourself

  • See how AXA is directly addressing the customer need for clarity, simplicity and action -- view the company’s life insurance and retirement television commercials on YouTube.
  • Visit us on the web at
  • Watch a video interview with Beth Pasciucco, Head of Brand Management and Customer Experience, in which she shares details about what you can expect to see from AXA’s integrated, customer-focused effort.

About AXA

“AXA” is a brand name of AXA Equitable Financial Services, LLC and its family of companies, including AXA Equitable Life Insurance Company (NY,NY), MONY Life Insurance Company of America (AZ stock company, administrative office: NY, NY), AXA Advisors, LLC, and AXA Distributors, LLC. In business since 1859, AXA Equitable Life Insurance Company is a leading financial protection company and one of the nation’s premier providers of life insurance, annuity, and financial products and services distributed to individuals and business owners through its retail distribution channel, AXA Advisors, LLC (member FINRA, SIPC) and to the financial services market through its wholesale distribution channel, AXA Distributors, LLC.AXA S.A. is a Paris-headquartered holding company for a group of international insurance and financial services companies, including AXA Equitable Financial Services, LLC companies. AXA S.A. is a worldwide leader in financial protection strategies and wealth management with 102 million clients in 57 countries as of December 31, 2012.The obligations of AXA Equitable Life Insurance Company and MONY Life Insurance Company of America are backed solely by their claims-paying ability. 

Related Links 

television commercials:  

Interview w/ Beth Pasciucco, Head of Brand Management and Customer Experience:    


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