AXA Female Entrepreneurs

AXA FEMALE ENTREPRENEURS

The Challenge:

AXA were looking to significantly increase the proportion of female entrepreneurs on its books but they didn’t know how… They enlisted our help to understand the challenges women in business face, identify and build different entrepreneurial profiles and develop new insurance propositions to target this audience.

What We Did:

Building on previous quantitative insight we conducted some exploratory qualitative workshops with female entrepreneurs across different industry segments. We helped develop and refine a number of positioning territories to target this audience and provided guidance on brand TOV and content to aid targeting and communications development.

The Result:

Research has helped shape/develop a number of different ways in which to target this growing audience. Recently AXA  launched a mentoring program for women entrepreneurs in collaboration with “Global Invest Her”, an organization dedicated to helping women secure the funding they need to make their business ideas a reality.