‘Simpler, fairer and always there’: AXA launches digital-only insurance brand

AXA has launched a new motor insurance brand in the UK built around simplicity and flexibility.

Moja is a digital-only service, optimised specifically for use on smartphones and tablets. With the tagline ‘simpler, fairer, and always there’, the brand focuses on offering a simple, jargon-free user experience.

Customers can make claims and change their policy online 24/7, although human support is available if needed.

Moja is the first brand to be developed in-house by AXA Retail and will complement the existing AXA and Swiftcover brands, offering premium and value insurance respectively.

The new product is initially available exclusively on Compare the Market and mojainsurance.co.uk, although it will be rolled out across other price comparison websites later this year. International expansion will follow in 2023.

Tara Foley, CEO at AXA UK Retail, said: “This is a momentous occasion for AXA Retail as it’s the first time we’ve launched a new brand which has been developed entirely inhouse. We want Moja to shake up the insurance market by providing a digital-only offering for people who live their lives through their smartphone or tablet.

“It’s also clear that many people are being affected by the cost-of-living crisis, so we aim to ensure they continue to have access to the vital safety net that insurance provides by offering a simple and flexible product that suits both their needs and their budgets. We’re incredibly proud of Moja and will continue to test, learn and make enhancements ahead of launching to the wider market later this year and into 2023.”