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

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

AXA Equitable Life Insurance Company to Be Known as AXA

PR Newswire

NEW YORK, Feb. 4, 2014

NEW YORK, Feb. 4, 2014 /PRNewswire/ -- 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.

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"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 – www.axa.com – 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

  oSee 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.
  oVisit us on the web at www.axa.com
  oWatch 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:
www.axa.com

television commercials:
http://www.youtube.com/watch?v=4sAEVv1Zpl4
http://www.youtube.com/watch?v=otggT0Mqi38

Interview w/ Beth Pasciucco, Head of Brand Management and Customer Experience:
http://www.youtube.com/watch?v=rLfmKCnOnyg



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AXA US logo



Multimedia Assets associated with this release:
Video: http://www.youtube.com/watch?v=rLfmKCnOnyg
Video: http://www.youtube.com/watch?v=4sAEVv1Zpl4
Video: http://www.youtube.com/watch?v=otggT0Mqi38
Logo: http://photos.prnewswire.com/prnh/20140204/NY58595LOGO



SOURCE AXA US; AXA Equitable

Contact: Discretion Winter, 212-314-2968 or discretion.winter@axa.us.com
 
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