AXA revives the Sun Life brand

Axa is relaunching life insurance arm Sun Life as a standalone brand after more than a decade.

The Axa name will be removed but its logo will continue to be used under the Sun Life logo, indicating the brand's association with the French Insurance company. Axa Sun Life was formed in 1997 after the merger of Sun Life Group and Axa Equity and Law.

The rebrand forms part of ambitious plans for the unit, best known for its life insurance products for over 50 year olds.

Mark Howes of Sun Life Direct says: "We are keen to position our direct business as financially strong with a trusted pedigree developed over many years. We are keen that our customers see us as a company that appreciates their needs and concerns, and talks to them in a way they understand. During 2009 we also plan to test the introduction of new customer propositions, including health insurance."


Comment on this page »


Latest news

AXA PPP healthcare win at UK Customer Experience awards 2015

David Mobbs retires as CEO of Nuffield Health

King's victorious at World Transplant Games

AXA revives the Sun Life brand
Connect with us on:

This site compiles with the HONcode standard for trustworthy health information