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AXA Renames Equitable Life Unit

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NU Online News Service, Sept. 7, 2004, 6:02 p.m. EDT

AXA S.A., Paris, has changed the name of The Equitable Life Assurance Society of the United States, New York, to AXA Equitable Life Insurance Company.[@@]

AXA Equitable did business under the Equitable Life name for 145 years. The name outlasted the Civil War, the Armstrong Commission hearings of the early 1900s and the entire 20th century.

But AXA has owned Equitable Life since 1992, and it decided to change the unit’s name for marketing reasons, executives say.

“This new presentation of the Equitable and AXA brand names creates a powerful brand image that more accurately reflects our relationship with the AXA Group and our vision to become the industry leader in providing financial protection,” says Christopher Condron, president of AXA Financial Inc., New York.

AXA Financial is the AXA subsidiary that runs AXA Equitable and other AXA holdings in the United States.

AXA Equitable product and fund names will stay the same, and the name change will have no effect on the unit’s insurance company license or the terms of any life insurance policy or annuity contract, AXA Financial says.