Queries on Max Life to Axis Max Life Brand Refresh

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

We wish to assure you as a customer that there has been no change in our customer touchpoints for service and support, customer policy and its benefits, premium payment and renewals, claims processes etc. due to brand refresh.

This transition has further reinforced 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, across all touchpoints.

We acknowledge you have questions about what this change means for you. We have addressed all of your questions, 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 has not been 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. This integration of two trusted names in the financial services sector empowers us 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, has enhanced 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 has empowered us to achieve our 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 has remained the same as 99.70% death claims paid ratio – India ke bharose ka number (Source: Individual Death Claims Paid Ratio as per audited financials for FY 2024-25)

No, there has been no change in the current solvency ratio of 201% (Source: as per public disclosures FY24-25 | https://www.axismaxlife.com/newsroom/public-disclosures)

No, there has been no change in the Assets Under Management of INR 175,072 crores (Source: as per public disclosures FY24-25 | https://www.axismaxlife.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. The refreshed brand identity has been rolled out across all external and internal touchpoints.

AXIS customer who have taken policies through AXIS Bank can visit AXIS Bank Branches for their service requests. Non-AXIS customers can visit Axis Max Life Branches for service requests.

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

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

No new documentation is needed from your end.

Yes, your existing policy document continue to be valid.

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

Yes, Axis Max life website address has been moved from https://www.maxlifeinsurance.com to https://www.axismaxlife.com on 14th April, 2025.