KUALA LUMPUR: AXA Affin Life Insurance Bhd unveiled its adoption of the AXA global brand signature "redefining standards" this morning.

It represents AXA Affin's identity and commitment to redefine the standards of their business by breaking the traditional codes of insurance and financial services.

The global signature was adopted after an in-depth consumer research revealed that there was a clear lack of trust in the financial industry.

Chief executive officer of AXA Affin, Loke Kah Meng, said following the launch of the campaign, he was confident of the company's exhilirated growth.

"In fact our gross new business premium increased five fold to RM161.7 million in 2009. This is a remarkable achievement for a company that is just three-years-old. We are targeting to double it in 2010," said Loke.

He added that AXA Affin currently has eight markets under AXA Life which is a part of AXA Asia Pacific Holdings Ltd and Malaysia is the latest to join the region in late 2006.

"The other seven markets are China, Hong Kong, Indonesia, India, Philippines, Singapore and Thailand."
He also said AXA Affin aims to command at least eight per cent of the market share which should elevate them into the top five position in the industry by 2012.

Currently, AXA Affin owns a market share of 1.5 per cent. "We aim to launch one product every quarter to hit our target. With the new products this year, the company hopes to achieve an extra RM100 million," said Loke.

The three core attitudes that form the foundation of AXA Affin's global commitment are " available, attentive and reliable".

Riding on this global conviction, AXA Affin intends to leverage on its global expertise and network to support its local initiative to deliver service proofs to its customers.

"Our first proof to our customer is that we are truly a global company that is backed by a world leader in financial protection that serves more than 80 million customers across 56 countries with Є 981 billion (RM4.76
trillion) in assets. The partnership with Affin Holdings have also made AXA Affin stronger with local input and knowledge," Loke said.