Digital Transformation is a core strategic focus for AXA to evolve our business to match rapidly changing consumer expectations and operate in the new normal. Through holistic digital experiences and data-driven intelligent engagements we strive to create sustained value for our customers, distributors, partners and staff. The pandemic has accelerated the shift in customer preference & behavior driving us to continue to challenge traditional thinking and the status quo. This has led us in 2020 to introduce a first-in-market non F2F integrated point of sales experience for our distributors to onboard customers virtually, respond to population health needs with speed to market health and protection offers delivered through a seamless digital experience (e.g. digital redemption of Post Vaccination protection offers through our digital platform Emma by AXA) and develop predictive data models to support our contact centres in reducing inbound call volumes through proactive customer outreach.