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.
