The development aims to be a ‘vital safety net’ for customers seeking flexible cover via technological means, says top boss

Axa UK Retail has launched Moja – a new digital-only insurance brand for customers who buy products or use services via their smartphone or tablet.

The launch aims to allow customers to tailor their cover to suit their needs and budgets, as well as gain access to a range of add-on options such as cover for personal belongings like satnavs, audio equipment and children’s car seats.

Claims will be able to be made 24 hours a day, 7 days a week.

Despite the new firm’s digital nature, customers will be able to speak to an advisor if needed – such as in the event of an emergency or complicated case. Policies can also be changed without charge.

Moja will initially be available for motor insurance customers on price comparison website (PCW) Compare the Market and directly via its website.

The brand will then feature on other PCWs later this year and extended into other insurance markets from 2023.

Pivotal development

Axa UK Retail chief executive Tara Foley said: “This is a momentous occasion for Axa Retail as it’s the first time we’ve launched a new brand which has been developed entirely inhouse.

“We want Moja to shake up the insurance market by providing a digital-only offering for people who live their lives through their smartphone or tablet.

“It’s also clear that many people are being affected by the cost-of-living crisis, so we aim to ensure they continue to have access to the vital safety net that insurance provides by offering a simple and flexible product that suits both their needs and their budgets.

“We’re incredibly proud of Moja and will continue to test, learn and make enhancements ahead of launching to the wider market later this year and into 2023.”