Issue: AXA's Soft Sell on Retirement

With MyRetirementShop.com, AXA chose to offer retirees and pre-retirees a portal focused on their lifestyle needs rather than product

Why would a financial services company whose ultimate goal is to sell products to customers devote 18 months and to developing a Web site that's about everything but the company's products? Under the guidance of Chief Innovation Officer Barbara Goodstein, AXA Equitable did just that when they set up MyRetirementShop.com to go after the ultracompetitive retiree market.

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