WINNING | AXA bets big on digital, culture in 2025 push

Insider Spotlight

• AXA Philippines doubled down on digital platforms and people-first programs in 2025
• Its strategy delivered gains in customer experience, governance, and employee engagement
• The approach culminated in recognition across seven major global and local bodies
  
  

AXA Philippines spent 2025 sharpening its focus on technology, culture, and trust—an approach that reinforced its position as one of the country’s fastest-growing insurers and strengthened its relevance to both customers and employees.

The insurer’s investments in digital tools, governance standards, wellness, and social responsibility, detailed in a press release, translated into broad-based validation from industry groups, business organizations, and employer rankings throughout the year.

Why it matters

In an increasingly competitive insurance market, differentiation is no longer just about products. AXA’s strategy shows how digital capability and internal culture can work together to drive brand credibility and long-term growth.

AXA Philippines’ momentum was reflected in multiple recognitions from award-giving bodies, including the Global Insurance Innovation Awards 2025, Golden Arrow Awards 2025, 16th Asia CEO Awards 2025, Tripzilla Excellence Awards 2025, Marketech APAC’s NEXT Awards 2025, Great Place to Work® Certification, and the Philippine Daily Inquirer and Statista’s Best Employers in the Philippines.

Ayman Kandil

CEO, AXA Philippines

At the Global Insurance Innovation Awards 2025, AXA Philippines was recognized for Excellence in Digital Innovation and Best Mobile Insurance App for its platforms SWITCH and EMMA by AXA PH. SWITCH simplifies distributor workflows with real-time updates and automation, while EMMA by AXA PH enables customers to manage policies, payments, and support digitally.

Meanwhile, the Golden Arrow Awards 2025 recognized AXA Philippines for excellence in corporate governance. The company received a One Golden Arrow distinction from the Institute of Corporate Directors, following its strong performance in the Annual Corporate Governance Scorecard.

“This distinction reflects our shared vision as One AXA and underscores the strength of our governance journey — from Board oversight to risk management, ethics, and stakeholder value creation. For decades, we have stood at the forefront of the insurance and financial services industry, guided by our purpose of acting for human progress by protecting what matters,” said Ayman Kandil, AXA Philippines CEO.

Zoom in

AXA’s internal programs also gained attention. At the 16th Asia CEO Awards 2025, the company was named a Circle of Excellence finalist for Wellness Company of the Year through its Awesome AXA program, and for CSR Company of the Year via AXA Hearts in Action.

On the consumer side, AXA’s travel insurance efforts stood out. The #GoBigWithAXASmartTraveller campaign won Silver for Most Innovative Public Relations Campaign at Marketech APAC’s NEXT Awards 2025, while AXA Smart Traveller was again named Best Travel Insurance (Single Trip) at the Tripzilla Excellence Awards.

By the numbers

 AXA Philippines was certified as a Great Place to Work® for the fifth straight year and jumped from rank 203 to rank 26 in the Philippine Daily Inquirer and Statista’s Best Employers in the Philippines list.

“These awards remind us that when we take care of our people, they are empowered to take even better care of our customers. As we close the year, we remain focused on what matters—enabling our customers to feel protected, supported, and confident with AXA by their side,” Kandil said. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma