Max Life Insurance Company Rebrands As Axis Max Life Insurance After Regulatory Nod

Max Life Insurance Co. Ltd., on Friday, announced its corporate name change to Axis Max Life Insurance Ltd., following the corporate and regulatory approval. The registrar of companies has accorded its approval for the said change of name and issued a ‘fresh certificate of incorporation consequent upon change of name’ on Dec. 12, 2024, according to an exchange filing by the company.

The refreshed brand identity is reflected in a new logo through the inclusion of Axis's 'A' and burgundy shade. The refreshed brand identity, including the new corporate name and logo, is the result of comprehensive marketing research with key stakeholders.

Additionally, Axis Max Life has been rebranded to Axis Max Life Insurance, marking a pivotal milestone in its brand evolution.

"We believe that the integration of two trusted names—Max Life and Axis in the financial services sector—will empower Axis Max Life to achieve its long-term growth aspirations through strategic expansion beyond metros and tier 1 cities," the company said.

As per the filing, the new brand names would carry forward the legacy of trust and expertise of Max identity, adding confidence and familiarity of Axis and thereby benefiting the stakeholders of the company in value creation.

"Our renewed identity embodies our firm promise to deliver exceptional value to all our stakeholders. With Axis now an integral part of our identity, we are well-positioned to capitalise on new opportunities and accelerate our growth by expanding our distribution network, enhancing customer touchpoints, and delivering digitally empowered services," said Pranshant Tripathy, Managing Director and Chief Executive Officer, Axis Max Life Insurance.

Since fiscal 2023-24, Axis Max Life has enhanced its proprietary channels by opening over 90 new offices in Tier 2 cities and beyond. Additionally, Axis Max Life has actively expanded its distribution ecosystem, onboarding 41 new partners in fiscal 2023-24 and an additional 20 partners in the first half of fiscal 2024-25.

Shares of Max Life Insurance Co.'s parent company, Max Financial Services, closed 0.07% higher at Rs 1,127.85 apiece, compared to a 0.89% advance at the benchmark Nifty 50.