AXA Plus and AXA Leisure Breaks

AXA Plus was established in 2005 as a fundamental part of AXA’s relationship management for its existing base of customers. By establishing AXA plus, AXA focused on its direct clients through its branch network and subsequently extended it to their intermediary customers (insurance brokers).

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The AXA Plus concept starts off as a personalised card that is issued to policyholders. Information is issued to policyholders about the various discounts. However this is enhanced with a dedicated AXA website for this loyalty scheme.

The website is a mixture of ornamental (for branding reasons), informational (for the list of partners of AXA Plus), and relationship, (for the purpose of transacting some products and services). The list of different benefits and offers is grouped into motor, home, travel, leisure, and also a credit card offer. In looking at the various benefits under the motor category, there are discount offers for tyre repairs, electronic toll tags, fuel, car parking, motor factors, car servicing, car history checks and other ancillary services. Like the offers linked to motor insurance, the home category has special offers related to useful discounts like electrical products, DIY shops, telephone and broadband provision, burglar alarms, frost monitoring, school books, cutlery and silverware and others. The travel category contains many discounts useful and appropriate for this category, like car ferry travel, air travel and so on. As part of this scheme, AXA Leisure Breaks is another discount provision for members of AXA Plus that contains a range of offers from Irish bed and breakfast locations, hotels, golfing and spa breaks to British holidays and five star hotel breaks. A branded credit card is also offered under this scheme where the annual spend is converted into a discount for next year’s insurance renewal.

AXA Car Insurance

In examining this it is similar to loyalty programmes offered by big brand providers such as Tesco Clubcard or Nectar Card (UK). However while loyalty programmes encourage further spending and subsequent rewards, AXA Plus does not have any levels of reward as all customers are entitled to full use of the range of services. Although it would not be practical to put the same rewards system in place as insurance purchase is an annual event that involves a small selection of products, the discounts are significant and relevant for the AXA customer.


To cite this document:
Richard Brophy, (2013) "Adding value to insurance products: the AXA Irish experience", Journal of Product & Brand Management, Vol. 22 Issue: 4, pp.293-299, doi: 10.1108/JPBM-09-2012-0183