(AP Photo/Michael Sohn)

AXA Equitable Life Insurance Company is simplifying its umbrella brand in the United States to AXA.

As part of this effort, AXA in the U.S. launched a new, customer-centered website – www.axa.com – with improved navigation, a Step Ahead Guide, and viewable on multiple types of devices.

“For us, this is not just a cosmetic name change or another advertising campaign, but rather a unification of the AXA brand and a significant, long-term investment in customer experience,” said Mark Pearson, chairman and chief executive officer.

AXA Group provides insurance, wealth management and retirement savings with 102 million clients in 57 countries.

See also: