The campaign, created by digital agency E3, features interactive flash ads and a microsite that helps consumers actively plan their personal finances.
Users can use the site to clear their financial conscience anonymously by adding their personalised confession.
The site also provides tools for employers to allow employees to sort out their finances in the workplace.
Sonia Carter, AXA online communications manager, said: "The main objective of the campaign is to help people kick-start their financial planning habit by providing them with all the basic tools to help them get started, including a budget planner and pensions calculator as well as information about debt, savings and retirement planning.
"We wanted the site to be easy to navigate by using key life stages to direct visitors to the appropriate tool and the simple steps should allay fears and make financial planning seem less daunting."
The AXA My Budget Day, which was first held in 2007, is designed to encourage and motivate all individuals to spend an hour a month on financial planning.
Stuart Avery, managing director of E3, said: "E3 has developed an emotive and optimistic campaign based around a truly interactive financial planning microsite.
"We have built some real-time online tools and the social networking aspect creates a sense of community so the user realises there are many people in the same situation and that they can actively do something to improve it."