AXA Extends Home Insurance to Cover Domestic Violence

AXA, the multinational insurance company, has expanded its home insurance policies to include domestic violence as a covered risk, working with Publicis Groupe, a global advertising and public relations firm, on a campaign called ‘Three Words’.

The initiative marks the first time an insurer has provided emergency housing relocation for victims of domestic violence, applying the same principles used in cases of fire or flood damage.

This move builds on AXA's existing platform “Being a woman shouldn't be a risk,” which addresses gender-specific risks previously overlooked by the insurance industry.

Rising domestic violence creates insurance gap

Domestic violence cases in France have doubled between 2016 and 2023, according to the Service Statistique Ministériel de la Sécurité Intérieure (SSMSI), with reported incidents rising from 124,000 to more than 270,000. 

The Women's Foundation (Fondation des Femmes) estimates the actual number of victims approaches 1 million annually.

French Ministry of Interior data indicates that 79% of feminicides occur within the home, while 77% of calls to the national domestic violence helpline mention urgent housing needs.

The lack of emergency accommodation presents a significant barrier for victims attempting to leave dangerous situations. 

Current infrastructure falls short of demand, with only 10,185 emergency shelter places available for victims of violence against an estimated need of 35,000, according to the Fondation des Femmes.

Research shows 40% of domestic violence victims receive no accommodation options when trying to leave abusive partners.

Insurance innovation addresses emergency needs

AXA has identified a critical intervention window where insurers can leverage their existing emergency relocation expertise, normally used for property damage claims, to assist domestic violence victims.

The new policy additions include legal, psychological, and financial support through Juridica, AXA France's legal protection subsidiary, with 50 trained lawyers available to assist victims. The coverage also provides emergency rehousing for seven days (renewable) for victims and their children.

The support system operates through a dedicated legal assistance helpline available weekdays from 9:30 to 19:00, plus a specialised 24/7 unit within AXA Partners to secure appropriate accommodation while ensuring anonymity and security.

Guillaume Borie, CEO of AXA France, explains: "Protecting our policyholders from the risks they face is our core responsibility, and providing emergency rehousing in cases of flooding or fire is part of our mission. 

“With this expertise and our long-standing commitment to working alongside associations and public authorities in the fight against violence against women, we are evolving our insurance policies to leverage our knowledge in rehousing and support services for victims of domestic violence.”

Communication campaign to raise awareness

Publicis Conseil has developed a national communication campaign including television advertisements, billboards, social media content and educational materials to inform potential victims about the new policy features.

The campaign launched on 30 March and includes a two-minute educational video explaining the support process for victims and their networks, plus a documentary directed by Marjory Dejardin in collaboration with Sarah Barukh that follows the victim support journey.

Agathe Bousquet, President of Publicis Groupe France, states: "Victims of domestic violence are often isolated from their family and friends by their abusive partner. 

“As a result, they may feel like they have no way out. When an insurer like AXA includes emergency rehousing in its home insurance policies and communicates about it in national media, it sends a powerful message: 'You are not alone, solutions exist, and you can ask for help.'”

The initiative draws on a decade of experience through AXA's Elle's Angels sponsorship programme, which supports women's rights organisations including Fédération Nationale Solidarité Femmes, La Fondation des Femmes, La Maison des Femmes, and Femmes Avec.

After the initial launch in France, AXA Group is evaluating potential expansion of the programme to other markets where the company operates.

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