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Max Life Insurance Rebrands as Axis Max Life Insurance.

Banking & Finance | Dated: 25 Dec 2024

In December 2024, Max Life Insurance Company Limited (MLICL) officially changed its name to Axis Max Life Insurance Company Limited (AMLICL) after receiving corporate and regulatory approvals. The updated brand identity includes a new logo that features Axis Bank's 'A' and a burgundy color.

🎯 Key Highlights:

  • - Axis Max Life Insurance Limited is a joint venture between Max Financial Services Limited (MFSL) and Axis Bank Limited.

💡 Other Important Facts:

  • (i) Axis Bank's board of directors approved a plan to buy more shares in Max Life, increasing its total stake in the company from 19.02% to 19.99%. As a result, MFSL's stake in Max Life decreased from 87% to 81%.
  • (ii) The visual merger of Axis and Max symbolizes stronger trust in the brand, which is highlighted through the 'Double Bharosa' campaign featuring Rohit Sharma, the captain of the Indian cricket team, and his wife Ritika Sajdeh.
  • (iii) The partnership between two well-known financial service companies will help the business achieve its long-term growth goals. This will be done by expanding carefully into areas beyond major cities (metro and tier 1 cities).

📚 Test Your Knowledge:

Which insurance company recently rebranded as Axis Max Life Insurance?

Correct Answer: Max Life Insurance

🚀 Quick Recap: