Latest news with #MaxFinancialServicesLimited
Indian Express
3 days ago
- Business
- Indian Express
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 – To facilitate a seamless transition, the company has put in place a system so that individuals who land on the old website address will be automatically redirected to the new address – 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 – 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 – 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 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 – Disclaimer: 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.
Mint
4 days ago
- 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.
