GERMANY’S AXA COLONIA WILL REBRAND DIRECT OPERATION

Germany-based AXA Colonia is to change the name of its direct operation Sicher Direct back to its original name of AXA Direct. The direct insurer was renamed two years ago to differentiate the direct brand from AXA Colonia, which concentrates on selling through agents. From next year AXA Colonia will be renamed AXA. By 2005, AXA Colonia intends to integrate all its different distribution channels and standardise prices, in a move that is expected to place pressure on tied agents, who will have to compete on commission. The company said that its pricing policy would track the five most price-aggressive insurers in the German market.