Challenge
AXA Health aimed to transform its market position from a traditional insurer to a proactive health partner.
This strategic shift involved modernising a fragmented digital estate, reducing costs, lowering acquisition costs, and reversing a decline in digital maturity. Legacy technology, siloed initiatives, and long-term platform commitments hindered progress and slowed innovation in customer experience.
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Solution
Equator collaborated with AXA Health over a multi-year programme to deliver a coordinated transformation in digital, customer experience, and marketing execution.
The roadmap centred on enabling the payer-to-partner strategy through modern platforms, integrated journeys, and new service models.
- Defined the digital maturity baseline and developed a strategy aligned with AXA Health’s transition from payer to partner.
- Delivered telehealth experiences, including Video Doctor and self-service capabilities
- Introduced a new online claims process and patient portal to reduce operational friction
- Re-platformed the digital estate to Optimizely to enable personalisation and deep integration with Dynamics 365
- Launched a modern patient and claims portal and supported full go-to-market activity
- Embedded continuous optimisation and performance governance across journeys
Results
227% increase in sales
176% increase in revenue
11% reduction in customer acquisition cost
14% reduction in cost of service through self-service
Outcome
AXA Health now operates as a health partner, not just an insurer, with a modern digital platform, new service experiences, and a measurable uplift in sales, revenue, and efficiency. This long-standing 15-year partnership continues to evolve around data, personalisation, and value creation.
