AXA Sigorta - Company of the Year - Insurance

Company: AXA Sigorta
Company Description: AXA today is a world leader in financial protection and wealth management. Our business-Financial Protection-involves responding to the evolving needs of our clients- whether they are individuals, small or medium-sized business, or large corporations-in the areas of insurance, personal protection, savings and estate planning.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Company of the Year - Insurance - Large

Nomination Title: AXA Turkey

AXA Insurance has been providing services in the Turkish market for 129 years, carrying out the activities of AXA, one of the world's largest insurance companies.

AXA Insurancecontinued to grow in 2021 in consideration of revolving needs without compromising on service quality, successfully practiced its sustainable and profitable growth strategy with its solid capital structure and technological investments, and achieved a growth rate of 15% in 2020. The share of non-traffic branches within total production increased to the level of 70% in 2020. As of the end of 2020, active growth was approximately TRY 9.5 billion, the technical reserve was TRY 6.5 billion, equity capital was TRY 2.3 billion, and the capital adequacy ratio was 180%.

AXA Insurance is one of the leading companies in the Turkish insurance industry. In 2020, it reached 4.7 billion TL premium production with a market share of 7%. AXA Insurance has a very strong capital adequacy (175% as of the end of December 2020).

It was deemed worthy of the first prize in insurance category in The One Awards 2020 and chosen "the Most Technological Brand in Insurance Sector" in consequence of consumer research conducted by Nielsen in 12 provinces representing Turkey within the scope of Tech Brands Turkey.

It was granted the Golden prize in Product and Service Innovation category of Sardis Awards, first prize in InstaChamp Awards, and three prizes in "Road Safety" (Yol Güvenliği) and "Let Them See" (Görsünler) films in W3 Awards, an international digital marketing contest.

A world leader in the fields of financial hedging and asset management, AXA became the most valuable insurance brand of the world for the 10th time consecutively inBest Global Brands 2018report prepared by Interbrand. AXA ranked 47th among all sectors in the report, prepared by international brand consulting company Interbrand in consideration of the financial performance, brand strength, and role of the brand in the process of selling products and services. The company's brand value was determined as USD 11.1 billion in the report.

AXA Insurance provides services with 9 Regional Directorates. It also has 3 Representation Offices and a branch in the Turkish Republic of Northern Cyprus. Serving with 769 employees, 2,350 contracted service networks, 3,000 contracted health institutions and 460 Automotive dealers, AXA Insurance has 2,550 agencies in Turkey and has agency agreements with more than 900 bank branches.

As AXA Sigorta, we draw attention with our positive news in all channels. With 2,560,005 positive news value, it has become the company that makes the best communication among Turkish insurance companies by taking a share of 36% from the positive communication value achieved in April 2021. The shares of HDI 22%, Allianz, Anadolu, Aksigorta 8%, Generali 2%, Groupama 2% and Sompo 2% and Mapfre 1% of the positive communication value created.

With the campaign prepared specifically for theMy Health is Complemented product, a high level of recognition was achieved compared to the competing brands. According to the research, 61% of the users have recently seen / heard about AXA, and when compared to other insurance companies, brand communication awareness was higher than competitors compared to all communications.

In the same assessment, the closest competitors were Anadolu Sigorta with 40%, Acıbadem Sigorta 32%, Allianz 32%, and Güneş Sigorta 25%. Our campaign, which gained recognition with a high difference compared to competitor brands, attracted attention.

In 2020, when health insurances came to the fore, our company made significant progress in the field of complementary health insurances and reached 370 thousand with an increase of 41 percent in the number of insured. Within the scope of health insurances that we focus on in the reality of COVID-19, our services such as automatic inclusion of pandemic risk in all living policies, video, written and audio consultation to specialist doctors, home and video examination have been a reflection of our innovative perspective. In this sense, 2020 can be considered a very productive year for our company, which focuses on the end-to-end customer journey. In addition, as a result of around 14 thousand online consultation / inspection services, the customer instant feedback satisfaction at 4.40 / 5.00 level can be considered as a very important service quality indicator.

With our movie and the jingle we prepared, we proved the understanding of “protecting what is good for humanity” in our brand philosophy, beyond just obtaining access value, with the feedback we received. We experienced high increases in our awareness among competitor brands compared to health products, and we achieved significant differences compared to competitors with our positive news count.