AXA Partners: Redefining Insurance with Embedded Solutions and AI Automation

By Pierre-Emmanuel Lefebvre CEO of Credit & Lifestyle Protection (CLP) & Teemu Kämäräinen Country Manager Finland

AXA Partners, a specialised subsidiary in assistance, travel, insurance and protection part of global insurer AXA, stands at the forefront of innovation, driven by the mission to "protect what matters when it matters." Pierre-Emmanuel Lefebvre, CEO of Credit & Lifestyle Protection (CLP) at AXA Partners, along with Teemu Kämäräinen, Country Manager for Finland, shed light on how embedded insurance and advanced technologies like AI are reshaping the landscape of insurance services.

Lefebvre describes AXA Partners as a unique B2B2C model, with wide value proposition to service major international corporations, national champions, banks, fintech companies, utilities & telcos, or retail businesses The core proposition is built on providing tailored, embedded insurance products directly integrated into the digital customer journeys of partner organisations, thereby enhancing customer experience, broadening the partners' value offerings, and generating additional sustainable revenue streams.

"Insurance is fundamental to supporting society and driving human progress," Lefebvre emphasises. "We believe that the future should not be a risk; our role is to provide concrete solutions. We protect the lifestyles and finances of customers, enabling people, businesses, and society to manage significant life changes."

Embedded insurance, often touted as revolutionary, is something AXA Partners has practised for decades. However, what has notably evolved is the deployment of technology to enhance personalisation, transparency, and ease of integration. "We don’t use technology just for the sake of technology. We aim to embed insurance seamlessly into everyday transactions, making it contextually relevant and easily accessible," Lefebvre says.

AXA Partners’ distinct strength lies in its comprehensive approach to co-creation, combining its underwriting expertise with partners’ market insights to design highly customised insurance products within a wide range of Protection, Assistance & insurance solution. Lefebvre shares the example of banks integrating AXA’s credit protection solutions directly into mortgage products. These offerings ensure stability during critical life events, such as unemployment, disability, or even death, thereby securing the financial well-being of customers and their families as well as facilitating the lending from banks by reducing credit risk

A unique aspect of AXA Partners' embedded insurance solutions is their approach to risk-sharing. Rather than merely providing insurance coverage, AXA engages in strategic partnerships where both parties share the risks and rewards. This model incentivises rigorous customer assessment and risk management by partners, enhancing long-term sustainability and customer value.

Transparency and flexibility underpin AXA Partners’ commitment to improving customer experiences. To fulfill this promise, the company has developed API capabilities and is integrating AI and automation extensively across the insurance lifecycle—from onboarding to claims management. Lefebvre highlights how AI-powered systems streamline risk assessment and accelerate claims processing, significantly enhancing efficiency and customer satisfaction. For instance, AXA Partners’ AI-driven claims management platform enables faster, more transparent claim resolutions, supported by empathetic human interactions that prioritize customer care.

Yet, implementing embedded insurance globally isn't without its challenges. Lefebvre acknowledges that navigating diverse markets & regulatory landscapes across different countries requires careful adaptation and local expertise. AXA Partners addresses these challenges through a hybrid global-local model, leveraging global scale for efficiency while maintaining localized agility to meet specific market requirements.

Looking forward, Lefebvre predicts significant innovations within the next three to five years. "The protection gap remains substantial," he observes. "Embedded insurance provides a practical, scalable solution to bridge this gap, ensuring adequate coverage tailored precisely to individual needs at the point of sale." He envisions further advancements in ecosystem integrations, where insurance becomes deeply integrated into various digital platforms, creating frictionless experiences for consumers.

Kämäräinen reinforces this perspective from the Finnish market experience, where AXA Partners maintains exceptionally high customer satisfaction scores. "Every day, our products tangibly support families during life's toughest moments, such as mortgage repayments following unemployment or the death of a loved one. This direct impact is what motivates our teams," he explains.

Lefebvre concludes with insightful advice for fintechs and digital platforms aiming to integrate insurance services: "It's crucial to understand that successful embedded insurance goes beyond just technological integration. It requires a deep partnership, alignment of incentives through risk-sharing, and a commitment to transparent, customer-centric service delivery."

By combining robust risk management, empathetic customer interactions, and innovative technology, AXA Partners continues to redefine how insurance can better serve society, fostering human progress through tailored, timely, and deeply embedded solutions.

AXA Partners is one of the global leaders in Assistance, Credit & Lifestyle Protection, and Travel Insurance. We develop comprehensive integrated solutions within the offerings of our business partners to enhance their customers' experience or sell directly to customers under the AXA brand. Combining passion and advanced expertise, our 8,000 employees worldwide stand by the customers in their daily lives as well as during unexpected events, with a mission to protect what matters, when it matters. In 2024, AXA Partners posted revenues of €3 billion

www.axapartners.com