Max Life Insurance Moves to a new Digital Address

Axis Max Life insurance company (earlier known as Max Life Insurance Company Limited) has successfully migrated its website to www.axismaxlife.com in April 2025. This concludes the Branding refresh exercise of the leading Indian Insurance provider. The first milestone of this rebranding has been completed on December 13, 2024.

About Axis Max Life Insurance

Axis Max Life Insurance Limited — previously known as Max Life Insurance Company Limited — is a strategic joint venture between Max Financial Services Limited (MFSL) and Axis Bank Limited. Axis Max Life Insurance offers comprehensive protection and long-term savings life insurance solutions through its multi-channel distribution, including agency and third-party distribution partners.

The company has built its operations over two decades through a need-based sales process, a customer-centric approach to engagement and service delivery and trained human capital. As per annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr.

Will This Change Anything for Customers?

While this transformation doesn’t change anything for customers, this step represents a strategic progression in the joint venture of Max Financial Services Limited (MFSL) and Axis Bank Limited. Axis Bank has been an old and trusted ally of the insurance company and a stalwart in the financial sector.

This rebranding brings no changes to customer policy details, terms, or services.  All policies issued under Max Life Insurance will remain valid under the new name as well. So, you can continue to manage policies, pay your premiums, get customer support, explore new plans and apply for plans online just like before.

What is Expected from this Transformation?

This strategic change is expected to bring more trust followed by better brand visibility for Axis Max Life. With this, the organisation also shows its focus towards a Digital pro approach. It aims to simplify and reinforce customer confidence, ensuring uninterrupted service bolstered by a renewed commitment to top notch quality.

Customer Satisfaction Remains the Top Agenda

With an even stronger focus on helping Indian families secure their future and financial goals, the organisation is determined to offer products and services by keeping evolving needs of people in mind. This will be delivered by inclusion of advanced technology, better service mechanism, and a customer centric support system.

For any inquiries concerning your policy or the domain transition, please contact customer support at service.helpdesk@axismaxlife.com.

A New Brand Identity

During brand refresh in December’24, the company had also introduced a new logo incorporating the iconic “A” from Axis and its burgundy shade, combined with the traditional blue of Max Life. The blue represents trust and stability, while the burgundy shows a modern and forward-looking approach.

Reinforcing Trust and Protection

For customers, this rebranding brings the ‘Double Bharosa’ of two strong financial players in the Indian BFSI industry. Axis Max Life Insurance continues to stand by its core values of trust, protection, and innovation. With a new name, brand logo and website domain, the company aspires to further strengthen its promise to offer excellent service.

To avoid any confusion later while accessing policy details or premium payments, the customers are advised to bookmark the new website URL: www.axismaxlife.com

Moneycontrol Journalists are not involved in creation of this article.