Axa Affin Life Insurance Berhad

We aim to be the preferred company in Financial Protection and
Wealth Management by year 2012.

In 2005, the AXA Group embarked on a program of accelerated change and growth.  The Ambition 2012 corporate project rallies the strength of our Group to make AXA the preferred company of its clients, its employees and its shareholders.

Ambition 2012 places the client at the center of the Group’s organization and concerns.  To earn and preserve client preference, AXA is committed to responding to client needs with tangible proof via its products, the quality of its service and its capacity to innovate.
Specifically, we aspire to become the preferred company for:

Our employees

Our customers

Our shareholders, and

The communities where we are located



Its part of our Ambition 2012’s aspiration, AXA set out to strengthen its brand strategy and adopted a new signature – redefining / standards – to show its customers AXA’s determination to change people’s perception toward the financial industry.

The signature illustrates the Group’s determination to move from the land of promises to the land of proof, and at the same time establishing an authentic and long term relationship of trust in the eyes of the customers.



At AXA AFFIN we are redefining standards by three key attitudes that guide our daily actions and our commitment to our clients.  They represent the expression of AXA’s personality to our customers, based on our understanding of their expectations and our ambition to become their preferred company.

Our core attitudes of the renewed brand strategy:


We treat our customers with empathy and consideration, provide personalized advice along their lives and reward their loyalty


We are there when our customers need us and we listen to them, truly


We say what we do and do what we say, we deliver and keep our customers informed, so that they can trust us




AXA’s approach to sustainable development is consistent with our responsible corporate culture.  Accordingly, we have made commitments to our key stakeholders.  They are set forth in the institutional pillar of our sustainable development strategy and concern employees, clients, shareholders, suppliers, environment and community.

Managing client risk and our commitments to them over the long term lie at the heart of our business.  The business pillar of our sustainable development strategy seeks to integrate the major social, environment and governance challenges into our vision of Financial Protection.

Clients  
Consistently delivering efficient local services and adapted solutions, while adhering to the highest standard of professional conduct.

Shareholders
  Achieving industry-leading operating performance levels in order to create lasting value, and providing them with transparent information.

Suppliers
  Maintaining excellent relationships with suppliers by achieving to a set of clearly defined procurement guidelines and promoting ongoing dialogue.

Employees
  Ensuring professional fulfillment by offering a supportive and respectful workplace where people are empowered and the continuous development of skills is encouraged.

Environment
  Contributing to environmental preservation efforts by making our environmental risk management capabilities available and promoting environmentally sound practices in the workplace.

Community
  Acting as a responsible corporate citizen by social volunteering through AXA Hearts in Action, sharing our professional expertise with the community, innovating in the area of employment and sponsoring philanthropic initiatives.