AXA's Slogans & Taglines

AXA traces its origins to 1816, when Theodore Jacques le Carpentier and 17 shareholders founded a mutual fire insurance company in Rouen, France. The modern era began in 1975 under Claude Bebear, who transformed the regional mutual into a global powerhouse. The name "AXA" was adopted in 1985 for its universal pronunciation, and the 1991 acquisition of The Equitable launched its U.S. expansion. The 1996 merger with UAP doubled its size, making it France's largest and a global leader. The brand's slogans evolved from "Be Life Confident" to "Redefining Standards" in 2008, and ultimately to "Know You Can" in 2019, reflecting a shift from payer to partner. The portfolio spans life and health insurance, property and casualty coverage, and asset management for over 100 million clients across 61 countries. Today, headquartered in Paris's 8th arrondissement, AXA remains one of the world's largest insurance groups, recognized by Interbrand as the top insurance brand for ten consecutive years, and continues to innovate through digital platforms and campaigns that redefine industry standards.