.AXA a first, as insurer strengthens its global profile

AXA has become the first company globally to acquire its own top level domain name - .axa – in a move that will help to raise its profile, strengthen the AXA brand and reflect its commitment to emerging digital technology.

That is the word from Frédéric Tardy, group head of marketing and distribution at AXA, who tells Bermuda:Re that “the exclusive ownership of .axa will allow us to use this extension as a sign of recognition and trust with the consumer.”

Tardy says that the move to acquire the top level domain name - of which there are currently only a handful registered - has helped to raise the “visibility and coherence” of the AXA brand.

He adds that the top level domain name will also help the company’s to better structure its global Internet presence.

Tardy says that the development of .axa also serves to demonstrate the insurer’s “willingness to play a prominent and precursory role in the use of digital technologies…in order to deliver the best opportunities to our clients.”

He adds that the move is indicative of the pioneering spirit that prevails within AXA’s corporate culture, adding that the top level domain name forms part of the digital transformation of the AXA Group.

It remains to be seen whether other re/insurers will follow in AXA’s footsteps, but it is apparent that a number of global brands are already pursuing the registration of top level domain names.