Queries on Max Life to Axis Max Life Brand Refresh

Max Life Insurance is now Axis Max Life Insurance. Bharosa, Now Doubled.

While we can not wait for exciting times ahead, we want to assure you as a customer that there will be no change in our customer touchpoints for service and support, customer policy and its benefits, premium payment and renewals, claims processes etc. 

This transition will further reinforce the trust (Bharosa) that our customers, employees, and partners have placed in us for over two decades. With a unified brand identity, we bring you the combined strength and double Bharosa of Max Life Insurance and Axis Bank, seamlessly delivered across all touchpoints.

We acknowledge you might have questions about what this change means for you. We are, addressing all of them, ensuring you are well informed about the changes

Max Life Insurance is now Axis Max Life Insurance. We are committed to delivering our Double Bharosa to you and your loved ones. All the commitments made to you remain unchanged and this transition has no impact on your existing policies or on the quality of our service. In fact, this empowers us to double the trust, double the protection and double the care for you and your family.

Few important points for you to note:

No, Max Life Insurance is not being sold to Axis Bank, nor is this a merger or acquisition. Axis Bank came on board as a co-promoter in 2021, unlocking new opportunities to strengthen the brand and drive sustainable growth. The inclusion of Axis in our new brand identity is a bold step forward in our commitment to redefine the life insurance landscape and embodies our firm promise to deliver exceptional value to all our stakeholders. Integrating Axis, a well-established and trusted brand, enhances our existing brand positioning, aligning with our vision for growth while maintaining our operational independence. The integration of two trusted names in the financial services sector will empower the company to achieve its long-term growth aspirations through strategic expansion beyond metros and tier 1 cities. Apart from our brand name and identity, everything else remains unchanged.

The prominence of Axis in the new brand identity is a deliberate and strategic decision. Integrating Axis, a well-established and trusted brand, enhances our existing brand positioning, aligning with our vision for growth while maintaining our operational independence. The integration of two trusted names in the financial services sector will empower the company to achieve its long-term growth aspirations through strategic expansion beyond metros and tier 1 cities.

As of June 19, 2024, Axis Bank and its subsidiaries own 19.99% of Max Life Insurance (source: https://economictimes.indiatimes.com/markets/stocks/news/axis-group-ups-stake-in-max-life-insurance-to-19-99/articleshow/111125853.cms)

No, the claims paid ratio remains the same as 99.65% Claims paid ratio – India ke bharose ka number (Source: Individual Death Claim Paid Ratio as per audited financials for FY 2023-24)

No, there will be no change in the current solvency ratio of 172% (Source: as per public disclosures FY23-24- https://www.maxlifeinsurance.com/newsroom/public-disclosures)

No, there will be no change in the Assets Under Management of INR. 150,830 crores (Source: as per public disclosures FY23-24- https://www.maxlifeinsurance.com/newsroom/public-disclosures)

We have officially transitioned our company name from Max Life Insurance company Limited, to Axis Max Life Insurance Limited as of December 13, 2024. Starting December 13, 2024, the refreshed brand identity will be rolled out across all external and internal touchpoints over the next six months. Till then, both the names remain valid.

AXIS customer who have taken policies through AXIS Bank can visit AXIS Branches for their servicing requests. Non-AXIS customers can visit MaxLife Branches for servicing requests.

Yes, your relationship with Max Life Insurance agent/ advisor or your bank relationship manager will continue with the Axis Max Life Insurance.

No, there will no change in your existing policy and you will continue to avail the features and benefits of your existing policy even after the transition.

No. No new documentation is needed from your end.

Yes, your existing policy document will continue to be valid even after the transition.

No, there will be no change in the fund management team and your existing bonus structure. In addition, there will be no change in your existing policy details. You will continue to avail the features and benefits of your existing policy even after the transition.

Please continue to collect premiums/cheques in favor of 'Max Life Insurance Company Limited' until further notice. The process of updating the new company name in bank accounts is currently underway.