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French insurer Axa is at the start of a growth initiative called Ambition 2012, a programme which puts better distribution, among other projects, at the heart of Axa's future. Affinity relationships, bancassurance, brokers, financial planners - Axa will use the full range of distribution channels to meet its targets
Axa, the France-headquartered but globally focused investment and insurance group, is in the early stages of a growth programme called Ambition 2012. The aim of the initiative, according to Henri de Castries, group CEO at Axa, is to become the "preferred company in our industry. To be recognised by our customers as close and qualified, for the superior quality of our products, our services and our distribution".
Speaking at a Merrill Lynch Bank and Insurance Conference held in October, de Castries outlined how distribution will play a very important role in Axa's growth plans for the next seven years and how the insurer differentiates itself from the competition. Axa's overall strategy is to take a "pragmatic" approach to different countries and regions, focusing on...