Latest news with #AxisMaxLifeInsuranceLimited
Mint
30-05-2025
- Business
- Mint
A New Digital Address: Max Life Insurance moves to axismaxlife.com
Axis Max Life Insurance Limited took an important strategic step by rebranding itself to Axis Max Life Insurance on December 13, 2024. The life insurance company has, along with the name change, also moved its website from to in April 2025 to further strengthen the stronger partnership. Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd., is a joint venture between Max Financial Services Limited ('MFSL') and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. The new website is now live at This rebranding represents a strategic progression in the existing joint venture of Max Financial Services Limited and Axis Bank Limited. The long-standing partnership is among the most trusted and delivers varied life insurance products to millions of customers. Axis Bank is an old and trusted brand in the financial sector; consequently, this will enhance the brand visibility of the life insurance company. More than just a name change, this evolution propels the organisation towards a digitally advanced future. It aims to simplify and reinforce customer confidence, ensuring uninterrupted service bolstered by a renewed commitment to excellence. For customers, this rebranding brings the 'Double Bharosa' of two strong financial players in the Indian BFSI industry. Whether you're an existing customer or planning to buy a policy, this change only affects the brand name and website domain. This rebranding brings no changes to your policy details, terms, or services. All policies issued under Max Life Insurance are still valid under the new name, Axis Max Life Insurance. You can continue to: View and manage your policy Pay premiums easily Get help from customer support Explore new insurance plans and apply online Customers are encouraged to update any saved links or bookmarks to reflect the new website: Axis Max Life Insurance continues to stand by its core values of trust, protection, and innovation. Even though the brand has a new look and website, the way the company works and its promise to offer excellent service remain the same. The website change and name update happened after all the necessary legal and regulatory approvals. Furthermore, the company made sure customers did not face any trouble during this shift. All their policy details, claim services, and all other support features are unaffected. To make the move even smoother, proper website redirects and clear communication were put in place. Anyone visiting the old website is now automatically taken to the new one so there's no confusion or inconvenience. Axis Max Life Insurance is all set to move ahead with a stronger focus on helping Indian families secure their future and financial goals. As people's lives and expectations keep changing, the company is prepared to meet those needs with better technology, improved services, and a continued focus on putting customers first. Discover the New Digital Address: For any inquiries concerning your policy or the domain transition, please contact customer support at Note to the Reader: This article is part of Mint's promotional consumer connect initiative and is independently created by the brand. Mint assumes no editorial responsibility for the content.
Fashion Value Chain
23-05-2025
- Business
- Fashion Value Chain
Axis Max Life Achieves Highest-Ever Claims Paid Ratio of 99.70% in FY25; Surpasses 99% Benchmark for Sixth Consecutive Year
Axis Max Life Insurance Ltd. formerly known as Max Life Insurance Company Ltd ('Axis Max Life'/ 'Company'), has settled 20,170 individual death claims worth â¹1,430.80 Cr. in FY 2024-25, achieving its highest-ever individual death claims paid ratio of 99.70%. This marks a consistent rise from 99.22% in FY20, reinforcing 99.70% as the Company's new benchmark for trust – India Ke Bharose Ka Number™*. Axis Max Life Achieves Highest-Ever Claims Paid Ratio of 99.70% in FY25; Surpasses 99% Benchmark for Sixth Consecutive Year Since inception, Axis Max Life has disbursed â¹10,109.85 Cr. in death claims across 2.23 lakh policies. With initiatives like InstaClaim™ and 3-Hours claims promise, Axis Max Life is reiterating its commitment to customer-centricity in everyday interactions. Axis Max Life – Individual Death Claims Paid Ratio (%) (Consistent improvement over the last 5 years) FY 2020-21 FY 2021-22 FY 2022-23 FY 2023-24 FY 2024-25 99.35%1 99.34%2 99.51%3 99.65%4 99.70%5 Prashant Tripathy, CEO and Managing Director, Axis Max Life, 'Axis Max Life has achieved its highest-ever individual death claims paid ratio of 99.70% in FY25 – a powerful validation of the deep trust our customers place in us, and our steady commitment to honour that trust when it matters most. In an industry where the moment of truth lies in claim settlement, we continue to lead with purpose, precision, and empathy.' 'Anchored in the promise of 'Bharosa', Axis Max Life is deepening its customer-centricity by putting customers at the heart of every interaction. From achieving highest-ever 13th-month persistency to 3-Hours claims promise, we are redefining customer experience at scale. Our AI-led underwriting, intelligent servicing platforms, and same-day payouts are not just process enhancements – they are fundamental shifts in how we serve our customers with speed, transparency, and care.' Reinforcing its customer-first approach, Axis Max Life has strengthened its underwriting mettle with predictive analytics and enhanced fraud controls through digital forensic tools. This has enabled the Company to consistently deliver superior customer experience, reiterated by its securing the No. 2 rank among Indian life insurers for the third consecutive year in Hansa Research's Life Insurance CuES 2025 study with a steady improvement in its Net Promoter Score (NPS) from 59 to 64 over three years. Demonstrating strong customer retention, Axis Max Life has reported a 13th-month persistency of 87.6% (Premium basis), and a 61st-month persistency of 59.3% (Cumulative, Premium basis) in FY25 – both up by 100 bps year-on-year. For more information, please log on to About Axis Max Life Insurance Limited Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd., is a Joint Venture between Max Financial Services Limited ('MFSL') and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. It has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr. 1Basis IRDAI Annual Report 2020-21 2Basis IRDAI Annual Report 2021-22 3Basis IRDAI Annual Report 2022-23 4Basis Audited Annual Financials 2023-24 5Basis Audited Annual Financials 2024-25 *India Ke Bharose Ka Number is Axis Max Life's Brand Campaign on the Claims Paid Ratio. Claims Paid Ratio is a ratio of the death claims paid against the number of death claims received in a Financial Year.
Fashion Value Chain
24-04-2025
- Business
- Fashion Value Chain
Axis Max Life Launches Bandhan 2.0 – an innovative Augmented-Reality Based Employee Onboarding Platform
Axis Max Life Insurance Ltd., formerly known as Max Life Insurance Company Ltd. ('Axis Max Life'/ 'Company'), has launched Bandhan 2.0, an AI-enabled augmented reality platform. Integrating advanced technology with immersive brand storytelling, the platform features interactive gamification, virtual environments, and opportunities for direct engagement with the leadership during the orientation of the new hires. Axis Max Life Launches Bandhan 2.0 – an innovative Augmented-Reality Based Employee Onboarding Platform Gautam Rao, Senior Vice President and Head – HR Centre of Excellence, Axis Max Life Insurance, said, 'Bandhan 2.0 represents a bold step forward in reimagining how we engage talent from the very start. We believe onboarding should do more than sharing information, it should inspire, connect, and empower the new hires from the inception of their professional journey at Axis Max Life. With the launch of this augmented-reality enabled platform, we are creating a unified, immersive, and technology-led experience that mirrors the future of work. It's not just about orientation, it's about cultivating belonging, confidence, and purpose from day one.' This initiative is expected to impact thousands of new employees annually and is designed for scalability and consistency, ensuring that every new employee-no matter of their location-receives a uniform high-quality induction experience. The onboarding modules remain accessible for 60 days post-joining, reinforcing continuous learning and alignment. Key Highlights of Bandhan 2.0: Scalable, Self-Paced Digital Induction : Accessible in both English and Hindi on mobile and desktop, enabling employees to onboard from day one at their own pace. Virtual Interaction with Enterprise Leaders : New employees gain strategic insights and overviews from leadership, fostering early engagement and alignment. Gamified & Immersive Learning : A highly engaging introduction to Axis Max Life's brand history, values, achievements, and workplace culture. Accelerated Readiness : Onboarding has been time significantly reduced, enabling faster productivity. Real-Time HR Integration : Dashboards provide HR with automated tracking and progress reports to improve onboarding compliance. Consistent, Cross-Regional Access : Fully virtual and cloud-based, Bandhan 2.0 supports Axis Max Life's geographically diverse workforce with a consistent experience across all locations. Driving Axis Max Life's Digital transformation commitment: Bandhan 2.0 aligns with Axis Max Life's broader strategy of driving digital transformation, operational scalability, and building future-ready workforce engagement. About Axis Max Life Insurance Limited Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Ltd., is a Joint Venture between Max Financial Services Limited ('MFSL') and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners. It has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per the annual audited financials for FY2023-24, Axis Max Life Insurance has achieved a gross written premium of INR 29,529 Cr. For more information, please visit the company website at
