Axa hands LVB task of pooling data for insurer’s UK brands

Axa, Europe’s second-largest insurance company, has appointed LVB Draft Worldwide to create a single customer database across all its UK brands.

Axa, Europe’s second-largest insurance company, has appointed LVB

Draft Worldwide to create a single customer database across all its UK

brands.



The company recently acquired three smaller UK insurers, Sun Life,

Equity & Law and Prospero Direct, taking on their respective customer

databases. All three will be rebranded as Axa and the company plans to

use the database to cross-promote its policies and to support the

development of new products.



The process is expected to take around two years, but Axa says it hopes

to have information on all its 2.2 million UK policy holders by 2000.

Much of its database is arranged by policy rather than by customer,

which means it does not have access to complete profiles of its

customers.



Gary Shaughnessy, marketing director of Axa, said: ’We believe the

results of this major project will prove to be absolutely central to the

group’s future.’



Chris Lovell, managing director of LVB, added: ’Axa has recognised that

it has a huge asset in the combined database. It is now harnessing that

asset to drive business growth across the group.’



Axa merged with the French insurance giant, Union des Assurances de

Paris, last year - adding UAP’s Sun Life and Prospero to its existing

Equity & Law brand.



It also owns major subsidiaries in Europe, the US and Australia.



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