AXA UK Retail launches Moja - its new digital-only insurance brand

  • Moja, AXA Retail’s new insurance brand, launches for motor insurance customers on Compare the Market
  • Moja aims to shake up the insurance market by providing a digital-only offering for people who buy products or use services via their smartphone or tablet
  • The new brand offers maximum simplicity and flexibility to suit customers’ evolving needs and their budgets
  • Wider rollout planned later this year 

AXA UK Retail has announced the launch of Moja, its new digital-only insurance brand for customers who buy products or use services via their smartphone or tablet. 

Initially available for motor insurance customers on Compare the Market and direct via, Moja will be rolled out across more price comparison websites later this year and extended into other insurance markets from 2023.

Moja marks a new direction for AXA Retail by providing a digital-only service optimised for use on smartphones and tablets. It will allow customers to flex their cover to suit their needs and budgets, with Defaqto 5 Star rated and 3 Star rated cover and a range of options that customers can add to their policy, such as cover for personal belongings like satnavs or audio equipment as well as children’s car seats.

Customers can manage their policy and will be able to make claims online 24/7, although they can still speak to someone about their claim if they need to, for example in an emergency or to discuss a complicated claim. They can also change their policy online anytime without being charged.

Moja is the first brand to be developed inhouse by AXA Retail and it builds on the business’s portfolio, with the AXA brand providing premium cover and Swiftcover offering good value, no frills motor and home insurance.

Moja’s tagline is ‘simpler, fairer, and always there’. This is demonstrated by its focus on providing an intuitive online experience with an easy-to-understand customer journey, straightforward information and no insurance jargon.

“This is a momentous occasion for AXA Retail as it’s the first time we’ve launched a new brand which has been developed entirely inhouse. We want Moja to shake up the insurance market by providing a digital-only offering for people who live their lives through their smartphone or tablet. It’s also clear that many people are being affected by the cost-of-living crisis, so we aim to ensure they continue to have access to the vital safety net that insurance provides by offering a simple and flexible product that suits both their needs and their budgets. We’re incredibly proud of Moja and will continue to test, learn and make enhancements ahead of launching to the wider market later this year and into 2023.” - Tara Foley, CEO at AXA UK Retail

Authored by AXA


About AXA

In July 2012 the AXA Commercial Lines and Personal Intermediary businesses came together to form a new single organisation – AXA Commercial Lines and Personal Intermediary.

The business offers brokers a more integrated and consistent approach from AXA which is focussed on their needs as a business – whatever the product. AXA Commercial Lines & Personal Intermediary provides underwriting expertise, offering a range of commercial lines and personal lines products and insurance solutions to our brokers and customers.  AXA Commercial & Personal Intermediary is part of AXA Group, a worldwide leader in insurance and asset management serving 101 million clients

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