AXA Passion
AXA Passion is the specialty insurance brand of AXA Group in France, offering dedicated coverage for motorcycles, classic vehicles, boats, and camping-cars through AXA's network of 3,200+ agencies and digital quote tools.
- Company typePrivate
- Founded1981
- HeadquartersParis/France, France
- Headcount51–100
- GTM typeB2C
- OfferingServices
What AXA Passion does
AXA Passion is the specialized passion-vehicle and leisure-activity insurance brand of AXA Group, operating exclusively in France. The brand offers four core insurance product lines: Assurance Deux-Roues (motorcycles, scooters, quads, and off-road vehicles) distributed across three coverage tiers (Tiers Essentielle, Tiers Étendue, Tous risques Équilibre); Assurance Collection for classic cars and motorcycles aged 20+ years; Assurance Plaisance for sailboats, motorboats, and jet-skis; and Assurance Camping-Car/Van for motorhomes and converted vans. Its motorcycle insurance heritage traces to a 1981 partnership with Club 14, which formally merged into AXA Passion in 2022.
The go-to-market combines digital self-service (online 2-minute quotes at passion.axa.fr) with high-touch finalization and ongoing service through AXA France's network of 3,200+ General Agencies and 8,000+ advisors. Pricing is quote-based and tiered, with annual billing cadences and multi-policy bundling incentives (the "Les Mois qui Comptent" promotion refunds up to 5 months of premiums when subscribing to 2-5 policies). Underwriting and policy administration rely on standard insurance policy management and quotation systems integrated with the broader AXA agent network infrastructure; no proprietary AI/ML capabilities are evidenced in the data.
Revenue mechanics are classic recurring insurance premiums, with retention reinforced by an average 12-year advisor-client relationship duration, a free Club AXA Passion membership offering events, rallies, and the quarterly Cap'Passion magazine, and add-on benefits such as 12 free months of Liberty Rider Premium. The brand supports major enthusiast event sponsorships (Bol d'Or, Le Mans Classic, Tour de Belle-Île) and partnerships with safety and prevention bodies (SNSM, AXA Prévention), embedding the insurance product within a broader lifestyle ecosystem targeting French passion-vehicle enthusiasts.
AXA Passion firmographics
Firmographics- Name
- AXA Passion
- Legal name
- AXA
- Website
- https://passion.axa.fr
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AXA Passion is the specialty insurance brand of AXA Group in France, offering dedicated coverage for motorcycles, classic vehicles, boats, and camping-cars through AXA's network of 3,200+ agencies and digital quote tools.
- Ownership category
- akta.pro rank
AXA Passion industry classification
Industry- Product category
- Specialty Insurance
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Carriers (5241)
- SIC
- Insurance Carriers, Nec (6399), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Personal Auto Insurance (FSAJAMAA)
Keywords
Where AXA Passion is headquartered
LocationHeadquarters
- HQ city
- Paris/France
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
AXA Passion business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Premiums: AXA Passion generates revenue through recurring insurance premiums from policyholders. Customers pay annual or multi-year premiums based on coverage level, vehicle type, and driver profile. The business model is subscription-based with renewals as the primary revenue mechanism.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Tiers Essentielle: Basic liability coverage with essential protections |
| Subscription | Annual | Tiers Étendue: Mid-tier coverage adding theft, fire, and climate event protection |
| Subscription | Annual | Tous risques Équilibre: Comprehensive full-coverage policy |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
AXA Passion product offering
Product offeringCore offering
AXA Passion is a specialized insurance brand of AXA France offering tailored insurance policies for passion vehicles and leisure activities: two-wheelers (motorcycles, scooters, quads, off-road), classic/collector vehicles aged 20+ years, pleasure boats (sailboats, motorboats, jet-skis), and camping-cars/converted vans. Policies are sold through AXA's network of 3,200+ general agencies in France, complemented by an online quote system and a free Club membership program.
Product overview
AXA Passion is AXA's specialized insurance brand for passion vehicles and leisure activities, operating as a unified platform offering four core insurance product lines: Assurance Deux-Roues (motorcycles, scooters, quads, off-road), Assurance Collection (classic cars and motorcycles 20+ years), Assurance Camping-Car/Van (motorhomes and converted vans), and Assurance Plaisance (sailboats, motorboats, jet-skis). These products are distributed through AXA's network of over 3,200 agencies across France and supported by a free loyalty program (Club AXA Passion) that provides members access to exclusive events, rallies, and the quarterly Cap'Passion magazine. The brand traces its motorcycle insurance heritage to a partnership with Club 14 dating back to 1981, and offers complementary benefits including Liberty Rider Premium app subscriptions for motorcyclists.
Differentiator
Problem solved
Functional benefit
Products and services
- Assurance Deux-Roues (Moto, Scooter, Quad, Tout-Terrain) AXA Passion's flagship insurance product for two-wheelers covering motorcycles, scooters, quads, and off-road vehicles for private or commute use. Includes three coverage tiers (Tiers Essentielle, Tiers Étendue, Tous risques Équilibre) with options for driver bodily safety coverage up to €1,000,000, 24/7 assistance in 200+ countries, equipment coverage, and helmet/gloves/vest/airbag pants compensation.
- Assurance Collection (Voiture et Moto de Collection) Specialized insurance for classic and collector vehicles aged 20+ years covering both cars and motorcycles. Offers tailored guarantees for high-value vintage vehicles including expertise from AXA's network of specialists, agreed-value coverage, and protections for restoration projects.
- Assurance Plaisance (Voilier, Bateau à Moteur, Jet-Ski)
Companies that use AXA Passion
Customer profileSegments5 records
Ideal customer profiles4 records
AXA Passion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AXA Passion partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, minor and flagship.
- Club 14coreClub 14 was a motorcycle enthusiast association that partnered with AXA since 1981 to develop specialized motorcycle insurance products. After years of partnership, Club 14 and AXA Passion merged operations, with Club 14's values of protection and universal access forming the foundation of the AXA two-wheeler insurance product. The Club 14 rally tradition continues under the AXA Passion banner.
- Liberty RiderminorAXA Passion offers 12 months of free Liberty Rider Premium subscription to motorcycle customers. Liberty Rider is a motorcycle safety and assistance app that provides emergency services and ride tracking.
- SNSM (Société Nationale de Sauvetage en Mer)coreAXA Passion has partnered with SNSM (French Sea Rescue Society) to produce a Prevention Guide for boating enthusiasts. The partnership focuses on maritime safety education and promoting responsible boating practices among AXA customers.
- CaraMapsminorAXA Passion offers Club members free access to CaraMaps Premium, an app providing information about camper van parking and overnight locations across Europe. This enhances the camping-car and van insurance customer experience.
- AXA BanqueminorAXA Passion cross-promotes financing solutions from AXA Banque for customers purchasing new passion vehicles (motorcycles, boats, vans). AXA Banque offers preferential rates for AXA Passion customers.
- AXA PréventioncoreAXA Passion works closely with AXA Prévention on road safety initiatives, driver awareness campaigns, and prevention education. This partnership has spanned 20 years of joint safety initiatives including the annual Barometer of French road behavior.
- Bol d'OrflagshipAXA Passion is the principal partner of the Bol d'Or motorcycle endurance race, celebrating 100 years in 2022. The partnership includes VIP experiences for customers and extensive brand visibility at one of France's premier motorcycling events.
- Peter Auto (Le Mans Classic)flagshipAXA Passion partners with Peter Auto for the Le Mans Classic event, one of France's premier classic car gatherings. AXA organizes private tours and VIP access for Club members at this prestigious automotive event.
- OC Sport (Tour de Belle-Île)flagshipAXA Passion is an official partner of the Tour de Belle-Île sailing regatta in Brittany. The partnership includes brand visibility at the event and customer engagement activities for boating enthusiasts.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
AXA Passion competitors and assessment
Company assessmentDirect peers
- Maif: French mutual insurer known for member-centric auto and motorcycle coverage and a strong community orientation similar to AXA Passion's Club. Competes in French passion vehicle categories including two-wheelers and recreational vehicles.
- MMA (Covéa): French insurer within Covéa group offering motorcycle, classic vehicle, and recreational insurance. Direct competitor to AXA Passion in the French specialty motor and leisure insurance market.
- Mutuelle des Motards: Specialist French mutual insurer exclusively dedicated to motorcycle riders, with deep enthusiast roots akin to AXA Passion's Club 14 heritage. Direct peer in two-wheeler insurance with a community-led model.
- Matmut: French mutual insurer with a strong presence in two-wheeler and auto insurance, including specialty products for motorcyclists and classic vehicles. Competes with AXA Passion in French motorcycle and multi-vehicle lines through its regional agency footprint.
- Groupama: Major French mutual insurer offering motorcycle, classic car, boat, and camping-car insurance products. Direct competitor to AXA Passion across all four passion vehicle lines, leveraging a similar physical agency network across France.
- April Moto (April Group): Specialty broker/insurer focused on two-wheeler and leisure insurance in France. Competes with AXA Passion's Deux-Roues and Plaisance lines through a broker-led specialty distribution model.
Broad incumbents
- Allianz France: French arm of global insurer Allianz offering motorcycle, classic vehicle, boat and motorhome insurance as part of a broad multi-line portfolio. Larger incumbent competitor with overlapping products but broader scope than AXA Passion's specialist positioning.
- Crédit Agricole Assurances: Bancassurance arm of Crédit Agricole offering auto, motorcycle, and lifestyle insurance through regional Caisses régionales. Competes broadly with AXA Passion across passion vehicle lines via a banking-tied distribution model.
Others
- Solly Azar (Groupe Verspieren): French insurance brokerage distributing passion vehicle and multi-line insurance products. Adjacent to AXA Passion as a broker-led distribution channel rather than a direct underwriter, but competes for similar end customers.
Emerging players
- Luko (formerly Luko, now APICIL/Acheel-era): French digital-first insurtech that historically challenged traditional insurers with simplified UX and lower-cost offerings. Represents the digital-native threat to AXA Passion's traditional agent-led specialty insurance model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
AXA Passion social profiles
Digital presenceAXA Passion financial estimates
Financial estimateRevenue estimate
Valuation estimate
AXA Passion leadership team
Management profileNumber of profiles
AXA Passion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AXA Passion 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 Passion
What does AXA Passion do?
AXA Passion is a specialized insurance brand of AXA France offering tailored insurance policies for passion vehicles and leisure activities: two-wheelers (motorcycles, scooters, quads, off-road), classic/collector vehicles aged 20+ years, pleasure boats (sailboats, motorboats, jet-skis), and camping-cars/converted vans. Policies are sold through AXA's network of 3,200+ general agencies in France, complemented by an online quote system and a free Club membership program.
Is AXA Passion a public or private company?
AXA Passion is a private company. It is classified as corporate owned and is currently operating.
When was AXA Passion founded?
AXA Passion was founded in 1981. It employs 51 to 100 people.
Where is AXA Passion based?
AXA Passion is headquartered in Paris/France, France, in the Europe region.
How does AXA Passion make money?
One revenue line is on record: insurance Premiums.
Who are AXA Passion's main competitors?
Direct peers on record are Maif, MMA (Covéa), Mutuelle des Motards, Matmut, Groupama and April Moto (April Group). Broad incumbents are Allianz France and Crédit Agricole Assurances. Solly Azar (Groupe Verspieren) is listed as an others. Luko (formerly Luko, now APICIL/Acheel-era) is listed as an emerging player.
Does AXA Passion have an API?
No public API is recorded for AXA Passion.
What industry is AXA Passion in?
AXA Passion's product category is Specialty Insurance. Its primary akta.pro industry code is FSAJAMAA, Personal Auto Insurance. Its NAICS code is 52412 and its SIC code is 6399.