AXA UK launches new digital-only insurance brand called Moja

AXA UK is responding to the cost-of-living crisis by launching a digital-only insurance brand called Moja, initially concentrating on car insurance.

AXA UK has launched a new digital-only insurance brand called Moja for customers who buy products or use services through their smartphone or tablet.

Moja promises to be “simpler, fairer, and always there” with customers able to manage their policy and submit claims online 24 hours a day. It will initially be available for motor insurance customers through Compare the Market, before a wider rollout across other price comparison websites later this year. The brand will then be extended into other insurance markets from 2023.

Moja customers will be able to tailor cover to suit their needs and their budgets, opting into a range of optional extras like cover for personal belongings such as satnavs, audio equipment and children’s car seats. It is the first brand developed by AXA UK’s Retail team entirely in-house and will join Swiftcover, the no-frills brand of motor and home insurance that AXA acquired in 2007.

A ‘simple and flexible’ offering for cash-strapped consumers

The French insurer says that rising inflation and a cost-of-living crisis were key considerations in launching the new digital offering.

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 in-house,” says AXA UK Retail CEO Tara Foley. “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.”

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