Formerly known as AXA Equitable Life, Equitable unveils its new brand
Equitable, a leading financial services company and subsidiary of Equitable Holdings, today unveiled the brand it will operate under as an independent, U.S.-based company. Formerly known as AXA Equitable Life, the company will begin this new chapter in its distinguished history as Equitable, an iconic American brand synonymous with helping generations of people achieve financial well-being.
“Today we herald the next step in our journey as an independent company. Throughout our 160-year history, we have helped millions of Americans reach their goals and achieve financial security. As one of this country’s most enduring brands, the name Equitable is at the core of our commitment to help clients secure financial well-being so they can pursue long and fulfilling lives.” – Equitable CEO Mark Pearson.
As it enters this next chapter, Equitable has established itself as a leading provider of financial advice, protection and retirement strategies with 2.8 million clients across the country. The company offers variable annuities, tax-deferred investment and retirement plans, employee benefits, and protection solutions for individuals, families and small businesses. Equitable’s broad portfolio is distributed through an affiliated retail channel, Equitable Advisors, with approximately 4,330 registered and licensed financial professionals, and through leading third-party distribution platforms.
“We believe at the heart of every financial decision is a life decision,” said Equitable President Nick Lane. “To be fully invested and deliver the best advice and strategies, we must know our clients as individuals. Financial planning can be a deeply emotional and personal subject, and our promise is to take a lifelong, holistic view of our clients’ goals, dreams and aspirations so we can help them navigate their unique journeys.”
The company’s commitment to help clients face their financial futures with confidence is woven throughout its refreshed brand. This includes Equitable’s logo, representative of the Greek goddess Athena, and a consistent element of the company’s 160-year-old visual identity. A timeless symbol of courage, strength and wisdom, Athena appears in the new logo in a modern form and facing forward to signal optimism, empowerment and progression.
“The brand we unveiled today represents the promise of Equitable, inspired by our history but also looking to the future,” said Equitable Chief Marketing Officer Kathryn Ferrero. “Athena is facing forward with confidence embodying a warm and human presence. Together, the name Equitable and symbol of Athena reflect our mission and the values that guide us.”
Equitable’s commitment to deliver innovative financial services has been a consistent differentiator, as the company introduced a number of industry firsts and continues to hold market-leading positions.
- The company offered its first variable annuity product in 1970 and, in 2010, pioneered the structured variable annuity, which commands a significant share of today’s variable annuity market.
- Building on a three-decade legacy of serving educators, Equitable is the leading provider of 403(b) offerings in the K-12 market1 with 1,000 financial professionals who focus on serving this community.
- In 1881, it became the first company in the industry to practice paying death claims immediately, paving the way for its leadership positions today in the variable and indexed universal life insurance markets.
Founded in 1859 as The Equitable Life Assurance Society of the United States, the company was a mutual firm serving individuals, families and businesses for more than a century. It was acquired by Paris-based AXA S.A. in 1992 and served as its U.S. business for nearly three decades, focused on providing retirement and protection products and services.
The Equitable brand will be carried through the company’s subsidiaries, as well as its parent company – now Equitable Holdings . Equitable Holdings owns a 65 percent stake in AllianceBernstein, a leading global investment management and research firm. Equitable Holdings is well-positioned for continued performance and value creation with approximately 12,000 employees and financial professionals, $701 billion in assets under management (as of 9/30/19) and more than 5 million client relationships globally.
Equitable Holdings took its first step on its path to independence in May 2018 with the largest traditional initial public offering of the year on the New York Stock Exchange. In March 2019, AXA S.A. completed a secondary public offering and exited its position as a majority stakeholder, enabling the company to once again be one of America’s leading, independent financial services companies.
