Axis Max Life Concludes Brand Transition with Domain Migration
Continuing with its rebranding initiative from Max Life Insurance to Axis Max Life Insurance that was initiated in December 2025, the leading protection brand has now moved to a new digital address – axismaxlife.com. To facilitate a seamless transition, the company has put in place a system so that individuals who land on the old website address maxlifeinsurance.com will be automatically redirected to the new address – axismaxlife.com.
About Axis Max Life Insurance
Axis Max Life Insurance Limited, earlier known as Max Life Insurance Company Ltd., is a joint venture between Max Financial Services Limited (MFSL) and Axis Bank Limited, a leading Indian private sector bank in India. As a leading player in the life insurance space, Axis Max Life Insurance offers a wide array of protection and life insurance cum long term savings products to serve the needs of individuals from different walks of life.
For over two decades, Axis Max Life Insurance has achieved multiple milestones and provided innovative protection solutions to millions. This commitment Axis Max Life Insurance to provide best in class service has been underscored with a claim settlement ratio (CSR) of 99.70% as per annual audited financials for FY 24-25. This is the third time in a row that the company has achieved a CSR greater than 99.5%.
Impact of the Transition on Customers
The movement to the new web domain and the rebranding to Axis Max Life Insurance will not impact the existing policies of customers. There will be no change with regards to the features and benefits of policies held by existing customers. The main change apart from the new web address – axismaxlife.com, will be in terms of the look and feel of the website and the use of an updated logo for the rebranded entity, Axis Max Life Insurance.
What Can Customers Expect from the Transformation?
The rebranding is only designed to underscore the importance of the continuing strategic partnership between Max Financial Services Limited (MFSL) and Axis Bank Limited. This move will serve to strengthen the Axis Max Life Insurance brand by continuing to build on the synergies of a partnership that involves two key players in India's financial services landscape. In the meantime, all of the company's online services will continue to be available on the new website – axismaxlife.com.
Going forward, this partnership and rebranding is expected to enhance the visibility of Axis Max Life as a leading brand in the protection space. Additionally, the continuous commitment of the brand towards offering best in class services to its customers is expected to improve existing customer experience. This will be achieved through further digitisation of processes and introduction of products that are in line with the changing dynamics of the protection space.
About the New Brand Identity
The Axis Max Life rebranding goes beyond just a name change and a shift to new domain. During the initial phase of this re-branding in December 2024, Axis Max Life also unveiled a new logo that combined the iconic burgundy-coloured capital letter 'A' of Axis Bank with the traditional blue colour of the old Max Life Logo. This symbolises the synergistic relationship the two entities have had in the past and plan to continue in the future.
Continued Commitment to Brand Values
The rebranding and movement to a new web domain has however, kept one key thing unchanged – the core values that drive Axis Max Life Insurance. These core values of trust, protection and innovation will continue to drive the company's future endeavours. New initiatives of the company will also continue to be supported by inclusion of advanced technologies, introduction of superior service mechanisms and further development of a customer-centric support system.
In case of any queries regarding your existing policies or domain migration, please reach out to our customer service team at service.helpdesk@axismaxlife.com. For quick access to our online services such as premium payments and checking/updating policy information, we urge you to bookmark our new website address – axismaxlife.com.
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This content is sponsored and does not reflect the views or opinions of IE Online Media Services Pvt Ltd. No journalist is involved in creating sponsored material and it does not imply any endorsement whatsoever by the editorial team. IE Online Media Services takes no responsibility for the content that appears in sponsored articles and the consequences thereof, directly, indirectly or in any manner. Viewer discretion is advised.
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