“With Axis now an integral part of our identity, we are well-positioned to capitalize on new opportunities and accelerate our growth by expanding our distribution network, enhancing customer touchpoints, and delivering digitally empowered services. Together, we are confident in achieving our vision of ranking among the top three life insurers in India.”Prashant Tripathy, managing director and chief executive officer, Axis Max Life Insurance
New Delhi: Max Life Insurance has rebranded to Axis Max Life Insurance after including ‘Axis’ in its corporate name following the corporate & regulatory approvals.
Max Financial Services has 81 per cent stake in Axis Max Life Insurance while Axis Bank and its subsidiaries holds 19.99 per cent stake in the company.
Earlier, Axis Bank and its subsidiaries, including Axis Securities and Axis Capital, had increased their stake in Max Life Insurance to 19.99 per cent from 19.02 per cent with an investment of Rs 336 crore.
The integration of two trusted names in the financial services sector will empower the company to achieve its long-term growth aspirations through strategic expansion beyond metros and tier 1 cities, said the company.
Prashant Tripathy, managing director and CEO, Axis Max Life Insurance said, “The refreshed identity represents more than a change in our brand name. With Axis now an integral part of our identity, we are well-positioned to capitalize on new opportunities and accelerate our growth by expanding our distribution network, enhancing customer touchpoints, and delivering digitally empowered services. Together, we are confident in achieving our vision of ranking among the top three life insurers in India.”
Rajiv Anand, deputy managing director, Axis Bank and chairman, Axis Max Life Insurance said, “The coming together of the Axis and Max brands marks a new chapter in our longstanding partnership built on shared vision.”
The refreshed brand identity is reflected in a new logo through the inclusion of Axis’s iconic ‘A’ and burgundy shade.
The refreshed brand identity, including the new corporate name and logo, is the result of comprehensive marketing research with key stakeholders.
Axis Max Life marks this significant milestone in its brand journey with the launch of an integrated marketing campaign ‘Double Bharosa’ featuring its brand ambassador, Indian cricket team captain Rohit Sharma, and his spouse, Ritika Sajdeh.
Since FY24, as part of its growth strategy, Axis Max Life has significantly enhanced its proprietary channels by opening over 90 new offices in Tier 2 cities and beyond.
Additionally, Axis Max Life has actively expanded its distribution ecosystem, onboarding 41 new partners in FY24 and an additional 20 partners in H1 FY25.
This expansion aligns with the brand refresh, enabling the company to deepen its penetration in these high-potential markets and collaborate with a diverse range of partners while sustaining long-term growth.