AXA UK
AXA UK underwrites multi-line general insurance (motor, home, van, landlord, SME commercial, health, and travel) through AXA Insurance UK Plc for UK consumers, SMEs, and corporate clients, distributed via direct digital, brokers, and MGA partnerships.
- Company typePrivate
- Founded1994
- HeadquartersLondon, United Kingdom
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What AXA UK does
AXA UK operates the United Kingdom arm of AXA Group, underwritten by AXA Insurance UK Plc, a public limited company registered in England and Wales and authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority (register number 202312). Headquartered at 20 Gracechurch Street, London, the business delivers a multi-line general insurance portfolio covering personal motor (comprehensive, third-party fire and theft, MultiCar, electric, van), home (buildings, contents, landlord, flood, flat, new build), SME and self-employed business (public liability up to £5m, employers' liability up to £10m, professional indemnity up to £5m, trades, professional services, commercial motor fleet, van), private health (individual, family, dental, corporate, international), travel, and landlord lines. AXA UK has 10,000+ employees and serves consumer, SME, mid-market, and corporate segments across the UK, with health coverage extending to the Channel Islands, Isle of Man, and selected international markets via dedicated portal axahealth.co.uk.
The technology stack is digital-first insurance: AXA UK operates customer.axa.co.uk for quotes, policy management, and 24/7 claims submission across car, home, business, and van, alongside specialist portals including axahealth.co.uk, axatravel.co.uk, and landlordaxainsurance.com. Differentiated features include the MultiCar policy (15% multi-vehicle discount), the Business Insurance Wizard (guided online questionnaire), and the Business Guardian Angel content hub for SME audiences. Distribution combines direct digital and call centres with a commercial broker network and MGA delegated authority arrangements, notably with Unicorn (owned by Amwins Global Risks), supplemented by the Horizon broker development programme delivered with The Davies Group. Brand reach is amplified through the Liverpool FC official training partnership covering men's and women's teams.
AXA UK earns revenue predominantly through subscription-style annual premiums across its lines, with claims payout ratios of 98.4% on personal motor and 80.9% on home for 2025. Pricing is tiered by coverage level and risk profile, with online purchase discounts of approximately 10%, multi-vehicle discounts of 15%, and entry-level headlines of car from £252, home from £189, and business from £76 per year. Go-to-market is hybrid: direct-to-consumer for personal and small business lines, broker and MGA channels for SME and mid-market commercial, and dedicated verticals for health, travel, and landlord. CX signals include a 92% business insurance satisfaction rate (14,497 reviews) and a 96% Feefo customer service rating (4.8/5, 4,746 reviews), with 85% of employees reportedly recommending AXA as an employer.
AXA UK firmographics
Firmographics- Name
- AXA UK
- Legal name
- AXA Insurance UK Plc
- Website
- https://axa.co.uk
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- AXA UK underwrites multi-line general insurance (motor, home, van, landlord, SME commercial, health, and travel) through AXA Insurance UK Plc for UK consumers, SMEs, and corporate clients, distributed via direct digital, brokers, and MGA partnerships.
- Ownership category
- akta.pro rank
AXA UK industry classification
Industry- Product category
- General Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Life, Health, and Medical Insurance Carriers (52411)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
- akta.pro secondary industries
- Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance (THALALAK), Specialty & Excess/Surplus Lines (E&S) (FSAJAMAH)
Keywords
Where AXA UK is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
AXA UK business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Personal Motor Insurance: AXA UK underwrites car insurance (comprehensive, third-party fire and theft, MultiCar, electric car), van insurance, and related optional extras such as breakdown cover, legal cover, and personal injury cover. Revenue is earned through annual or monthly premiums. Claims payout rate of 98.4% for personal motor insurance (Jan–Dec 2025).
- Personal Home Insurance: AXA UK underwrites home buildings, contents, landlord, and tenant insurance policies. Covers flood, flat, new build, accidental damage, and personal possessions. Revenue through annual premiums with an 80.9% claims payout rate (Jan–Dec 2025).
- Commercial/Business Insurance: AXA UK Commercial provides SME-focused business insurance including public liability, employers' liability, professional indemnity, contents, shop, commercial property, trades, and professional services covers. Offered via direct online, broker, and MGA delegated authority channels.
- Private Health Insurance: AXA Health (axahealth.co.uk) provides private health insurance including family, dental, and cashback policies with access to private GP appointments, corporate and small business health plans, and international health coverage.
- Landlord Insurance: AXA UK offers residential and commercial landlord insurance including buy-to-let, multi-property, student tenant, and commercial property owner policies via dedicated landlord portal (landlordaxainsurance.com).
- Travel Insurance: AXA Travel Insurance covers single trip, annual multi-trip, family, solo, active travel, and winter sports/ski, underwritten by AXA Insurance UK plc and distributed via axatravel.co.uk.
- Delegated Authority / MGA Premiums: AXA UK Commercial generates premium through delegated authority arrangements with MGAs such as Unicorn (Amwins Global Risks), which underwrite motor fleet and SME commercial risks on behalf of AXA, expanding distribution through regional brokers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Car Insurance — tiered by coverage type (comprehensive, third party fire & theft, MultiCar, electric), with optional extras (breakdown, legal, personal injury, courtesy car) |
| Subscription | Annual | Home Insurance — tiered by coverage type (buildings, contents, combined, landlord, flat, flood, new build) with optional extras |
| Subscription | Annual | Business Insurance — modular cover builder with core covers and optional extras |
| Subscription | Annual | Van Insurance — commercial and personal van cover with optional extras |
| Subscription | Annual | Landlord Insurance — core protection with optional add-ons |
| Subscription | Annual | Health Insurance — individual, family, dental, and corporate plans |
| Subscription | Annual | Travel Insurance — single trip, annual, family, solo, active, winter sports |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels6 records
AXA UK product offering
Product offeringCore offering
AXA UK underwrites and distributes general insurance products to UK consumers and businesses, including car, home, landlord, van, travel and health insurance for individuals, and commercial lines such as business, tradesmen and specialist commercial cover for SMEs and corporate clients. Products are sold direct via axa.co.uk, through UK contact centres, independent brokers and MGA partners, with claims handled in-house through 24/7 UK-based service operations.
Product overview
AXA UK offers a comprehensive insurance platform providing personal lines (car, home, travel), commercial insurance (business, van, landlord), and health insurance products. The core portfolio centers on Car Insurance (with MultiCar and Electric Car variants), Home Insurance (Buildings and Contents), Business Insurance (with specialized modules for trades, professions, and SMEs including Public Liability, Employers' Liability, and Professional Indemnity), Van Insurance, Landlord Insurance, Health Insurance, and Travel Insurance. The business model includes modular add-on products like Breakdown Cover, Legal Cover, Cyber Insurance, and Business Interruption Insurance. AXA also provides the Business Guardian Angel advice portal and Business Insurance Wizard as supplementary tools. The company operates under AXA Insurance UK Plc, regulated by the FCA and PRA.
Differentiator
Problem solved
Functional benefit
Products and services
- AXA Car Insurance
Quantifiable outcome
- 98.4% of personal motor insurance claims paid out (January–December 2025)
- +8 more outcomes
Companies that use AXA UK
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
AXA UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AXA UK partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Logistics UKcoreAXA Insurance UK signed a strategic partnership with Logistics UK, the country's largest transport trade body, to provide commercial motor customers with access to Logistics UK's Vision online portal for oversight of drivers, vehicles, and operator licensing. The partnership enhances AXA's fleet sector proposition by combining insurance with operational risk management tools.
- Driving for Better Business (National Highways)coreAXA partnered with Driving for Better Business, a programme backed by National Highways, to offer commercial motor customers free online tools to help employers reduce work-related road risk. This complements AXA's motor insurance by providing risk mitigation resources, supporting safer fleets and potentially lower claims.
- Unicorn (MGA owned by Amwins Global Risks)coreAXA UK Commercial partnered with Unicorn, a managing general agent owned by Amwins Global Risks, which focuses on motor fleet and SME commercial risks and works primarily with small regional independent brokers. The partnership gives AXA access to business segments it would not typically reach through existing distribution channels. AXA cited Unicorn's technical expertise and technology platform, which tailors question sets for specific market sectors and trades, as key factors.
- The Davies GroupminorAXA UK Commercial partnered with The Davies Group, a leadership training specialist, to design and deliver the Horizon broker development programme. The programme selects delegates from AXA's broker network for a three-day residential seminar in Paris, featuring live scenario simulations, masterclasses, and individual career coaching to build senior leadership capability and support succession planning among AXA's broker partners.
- Liverpool Football ClubcoreAXA is the Official Training Partner of Liverpool Football Club, providing AXA-branded training kit for both men's and women's teams for the 2025-2026 season. This is a global brand partnership that drives awareness, emotional brand connection, and visibility across UK and international football audiences.
- FeefominorAXA uses Feefo, an independent review platform, to collect and display verified customer reviews. AXA's 96% customer service rating (4.8/5 based on 4,746 reviews) and 92% business insurance satisfaction rate (14,497 reviews) are sourced through Feefo, providing social proof for prospective customers.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
AXA UK competitors and assessment
Company assessmentDirect peers
- Allianz Insurance UK: Allianz UK is a global insurer's UK business offering personal and commercial P&C including motor, home, SME and commercial fleet. It is a comparable peer to AXA UK in multi-line P&C, broker distribution and global brand positioning.
- Direct Line Group: Direct Line Group is a major UK personal lines insurer (motor, home) that operates predominantly through direct channels and is named alongside AXA as a top-3 UK home insurer. It is a close direct peer given the overlap in motor/home products, direct distribution and UK market position.
- LV=: LV= is a UK mutual insurer offering car, home, travel and life insurance. It is comparable to AXA UK as a multi-line UK personal lines carrier, and a relevant peer for AXA's motor, home and travel product overlap.
- Bupa: Bupa is the UK's leading private health insurer. It is the most direct competitor to AXA Health in the UK private medical insurance market that AXA UK's health arm addresses, making it a direct peer on the health insurance line of AXA's portfolio.
- Aviva: Aviva is the UK's largest multi-line insurer offering motor, home, business, health and life insurance. It is the most direct UK competitor to AXA UK, sharing the same FCA/PRA-regulated structure, similar product breadth and a top-3 position in UK home insurance alongside AXA.
- Zurich Insurance UK: Zurich UK is the UK arm of global insurer Zurich Insurance Group, offering personal and commercial P&C, motor and SME business insurance. It is a direct peer to AXA UK in commercial lines, broker distribution and global-brand-led UK P&C.
- Admiral Group: Admiral is the UK motor insurance market leader (~14% share) and a major home insurer. It directly competes with AXA UK in personal motor and home, using a price-comparison-led and direct model, and is one of the three largest UK personal lines carriers.
- Hastings Group: Hastings is a UK motor and home insurer focused on price-comparison-led direct distribution. It is a relevant peer to AXA UK's price-led car and home propositions, especially around the £252 car and £189 home entry-price points.
- NFU Mutual: NFU Mutual is a large UK mutual insurer focused on home, motor and commercial insurance for rural and SME customers. It is a relevant peer to AXA UK's home, motor and SME business insurance lines, especially in regional and commercial segments.
Emerging players
- Saga plc: Saga is a UK specialist insurer focused on over-50s motor, home and travel insurance. It is an emerging/niche peer to AXA UK's personal lines business in travel, home and motor, although it does not match AXA's commercial or health lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AXA UK social profiles
Digital presenceAXA UK compliance and trust
Trust signalCompliance1 record
AXA UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
AXA UK leadership team
Management profileNumber of profiles
Profiles6 records
AXA UK subsidiaries and ownership
Company hierarchySubsidiaries3 records
AXA UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AXA UK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AXA UK
What does AXA UK do?
AXA UK underwrites and distributes general insurance products to UK consumers and businesses, including car, home, landlord, van, travel and health insurance for individuals, and commercial lines such as business, tradesmen and specialist commercial cover for SMEs and corporate clients. Products are sold direct via axa.co.uk, through UK contact centres, independent brokers and MGA partners, with claims handled in-house through 24/7 UK-based service operations.
Is AXA UK a public or private company?
AXA UK is a private company. It is classified as corporate owned and is currently operating.
When was AXA UK founded?
AXA UK was founded in 1994. It employs 5,001 to 10,000 people.
Where is AXA UK based?
AXA UK is headquartered in London, United Kingdom, in the Europe region.
How does AXA UK make money?
Seven revenue lines are on record. Personal Motor Insurance is the primary driver. The others are personal Home Insurance, commercial/Business Insurance, private Health Insurance, landlord Insurance, travel Insurance and delegated Authority / MGA Premiums.
Who are AXA UK's main competitors?
Direct peers on record are Allianz Insurance UK, Direct Line Group, LV=, Bupa, Aviva, Zurich Insurance UK, Admiral Group, Hastings Group and NFU Mutual. Saga plc is listed as an emerging player.
Does AXA UK have an API?
No public API is recorded for AXA UK.
What industry is AXA UK in?
AXA UK's product category is General Insurance. Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance, with a secondary code of THALALAK, Underwriting, Pricing & Policy Administration (PAS) for Travel Insurance. Its NAICS code is 524126 and its SIC code is 6331.