Public awareness of the importance of financial protection continues to grow, leading to a renewed interest in traditional life insurance. However, the increasing diversity of consumer needs has driven innovation in the insurance industry, resulting in more flexible and relevant solutions.

The launch of AXA Long Term Life Protector reflects this evolution, addressing the varied needs of policyholders. This product allows customers to select coverage periods that align with their financial plans, ranging from age 60 to 90, while also offering additional benefits such as premium waivers in cases of critical illness or total disability. With its customizable features, AXA Long Term Life Protector provides individuals and families with the flexibility to design optimal financial protection.

The product was officially introduced on January 17, 2025, in Jakarta. More than just a product launch, the event featured a series of discussions highlighting the importance of flexibility in life insurance. AXA Financial Indonesia showcased how personalized protection solutions can provide peace of mind tailored to different life stages and financial goals.

The success of this launch was no accident; it was backed by a carefully crafted communication strategy. Introducing a new product to the market requires constructing a narrative that resonates with current market conditions and audience preferences. As a strategic communications partner, ID COMM played a key role in ensuring that the core message of AXA Long Term Life Protector was conveyed clearly and effectively to the intended audience. Through a strong storytelling approach, the communication efforts went beyond product features, emphasizing how this solution can provide security for families.

With growing consumer awareness of the significance of traditional life insurance, the timing of this launch could not have been more relevant. Recent data from the Indonesian Life Insurance Association indicates significant growth in premium revenues for traditional life insurance, reflecting the increasing demand. This trend underscores that consumers are actively seeking protection solutions that are not only reliable but also adaptable to their needs.

Through precise communication and effective message delivery, the launch of AXA Long Term Life Protector serves as a testament to how a solid communication strategy can enhance public understanding and trust in a product. More than just an unveiling, the event reinforced the presence of life protection solutions that are both personal and relevant to the evolving needs of the Indonesian market.