France-based Axa has introduced a new home insurance product, Axa Advanced, designed for customers requiring higher sums of insurance.


The new product, in tandem with firm’s existing polices Axa First and Axa Extra, allows brokers to secure cover for a wide range of customer needs ranging from standard through to more valuable buildings and contents.

Axa household for personal intermediary head Carolyn Scott said: "Our entry level and mass market household products are very poplar with brokers. However, we were aware that there was a gap in our offering to suit the needs of brokers’ more affluent clients and that is what Axa Advanced has been designed to address.

"Along with Axa First and Axa Extra brokers now have a suite of household products available to them that they know will deliver the first rate claims service that Axa has become synonymous with, a service that is even more important for brokers advising affluent clients."

The comprehensive cover being offered by the new product includes unlimited buildings sums insured, £5m public liability cover, three years alternative accommodation contents and valuables up to £300,000 and worldwide cover for accidental loss or damage to contents.

Currently, the brokers can trade the new product through the Applied Systems and Acturis platforms.

The company intends to make further enhancements to the product during the course of the year and plans to deliver a manual proposition by 2016.

Image: Axa’s new home insurance product will cater to a wide range of customer needs. Photo: courtesy of Stuart Miles/