AXA enhances insurance advice with Quest by AXA

February 2, 2026

AXA Hong Kong and Macau, a leading global insurer, has launched Quest by AXA, a new AI-powered advisory platform designed to support financial consultants in delivering clearer, more consistent and insight-led financial and insurance guidance to customers.

The move is driven by growing complexity in financial markets and rising customer expectations for personalised, transparent advice, according to FF News.

By equipping consultants with real-time macroeconomic trends, market news and proprietary research, AXA aims to strengthen professionalism across its advisory force while building deeper trust with customers navigating long-term protection and financial planning decisions.

AXA operates across the full insurance value chain, offering protection, savings and investment solutions to individuals and businesses. The group has been investing heavily in digital transformation, applying advanced analytics and AI to areas such as underwriting, customer management, policy administration and claims processing to improve efficiency, accuracy and customer experience.

This new solution functions as an integrated advisory platform that combines AXA’s proprietary insights, market statistics and product analytics into a single, intuitive interface. It helps financial consultants better understand customer needs, structure conversations more effectively and provide advice that is both personalised and data-driven. This enables customers to gain clearer insights, greater confidence and more informed decision-making throughout their insurance journey.

Beyond advisory support, the platform elevates the overall customer experience by embedding consistency and insight across every stage of engagement. By unifying financial advice, industry intelligence and real-time data, Quest supports consultants from initial discovery through to recommendation, reinforcing AXA’s commitment to responsible and professional advice.

Quest by AXA also forms part of the insurer’s broader digital transformation strategy and responsible AI roadmap. It complements AXA’s existing digital ecosystem, which already spans digital underwriting, customer management, policy administration and claims processing, ensuring technology is applied safely, responsibly and at scale.

AXA Greater China chief distribution officer Jonathan Li said, “Quest by AXA represents a bold step forward in empowering our agency force with professional knowledge and technology to deliver even higher standards of service. By integrating cutting-edge AI technology, real-time macroeconomic insights, industry intelligence, and financial advice into a unified platform, Quest empowers our financial consultants across the entire advisory process. This not only elevates the quality of professional advice but also strengthens customer trust through advice built on data-driven insights. This platform sets a new benchmark for how AXA supports financial consultants and protects customers—today and in the future.”

AXA Hong Kong and Macau deputy chief executive officer David Ng said, “Technology such as AI is fundamentally redefining the way we operate, engage, and serve as an insurer. Since launching Secure GPT in 2024 — AXA’s secure generative AI platform — we have trained and empowered 95% of our employees to use AI tools safely, responsibly, and compliantly to enhance productivity and decision making. Across AXA, we are already applying AI at scale in areas such as claims management, operational assurance, and customer service to deliver faster, more seamless, and more personalised experiences for our customers. The launch of Quest marks another important milestone in our AI journey, strengthening our ability to innovate with purpose. Looking ahead, we will continue expanding our suite of AI powered digital applications to elevate how we support our customers and the communities we serve.”