Case Study

AXA: Claiming the future of insurance

20 pages
November 2019
Reference: IMD-7-2128

This case traces the journey of the AXA group, one of the top three insurance providers globally from 2016 to 2019 under the leadership of newly appointed CEO, Thomas Buberl. During this period, the insurance industry faced strong headwinds – persistent low interest rates, weak financial markets, evolving customer expectations, new types of risks associated with cyber, health and natural catastrophes, as well as widespread disruption from the new breed of insurtech players. Buberl’s strategy rested on two pillars – focus to drive efficiency in the company’s core business and transform to prepare it for the digital age by developing new capabilities and value propositions to allow it to shift from a payer-to-partner business model. Buberl’s biggest move, contrary to market expectations, was a pivot in AXA’s portfolio from life and savings to commercial property and casualty (P&C), achieved through the US$15.3 billion acquisition of US-based XL Group, making AXA the largest P&C player globally. Other moves included increasing its focus on the health insurance segment, accelerating growth in Asia, and launching a new business unit – AXA Next – to build an innovation ecosystem focused on developing services and business models beyond insurance. However, competition from both traditional insurers and niche players was intense as a wave of M&As swept across the industry. The rules of the game were changing fast. Could AXA maintain its leadership position? And if so, how?

Learning Objective
  • Identifying the strategic shifts in an industry.
  • Developing a roadmap to address the challenges and opportunities thrown up by the evolution of an industry.
  • Understanding the role of innovation and new business models in order to remain relevant in a fast-changing world.
  • Dealing with new types and levels of competition
Keywords
Insurtech, Strategic Change, Mergers and Acquisitions, Partnership, Competition, Incumbent Company, Customer Expectations, Tipping Point, Roadm​ap, Disruption
Settings
Global
AXA Group, Finance and Insurance, Insurance
2016-2019
Type
Published Sources
Copyright
© 2019
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

2020 JOHN MOLSON MBA CASE WRITING COMPETITION AWARD WINNER (2nd prize)
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics