Announcing Equitable: A New Day for a 160-Year-Old Financial Services Company
January 14 2020 - 8:40AM
Business Wire
Formerly known as AXA Equitable Life, Equitable
unveils its brand and looks to the future as an independent
company
Equitable, a leading financial services company and subsidiary
of Equitable Holdings (NYSE:EQH), 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,” said Equitable CEO Mark Pearson. “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.”
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 (NYSE:EQH). 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.
About Equitable
Equitable, a subsidiary of Equitable Holdings (NYSE:EQH), has
been one of America’s leading financial services providers since
1859. With the mission to help clients secure their financial
well-being, the company provides advice, protection and retirement
strategies to individuals, families and small businesses. Equitable
has more than 8,000 employees and financial professionals and
serves 2.8 million clients across the country. Please visit
equitable.com for more information.
Equitable is the brand name for AXA Equitable Life Insurance
Company (NY, NY) and its affiliates. Equitable Advisors is the
brand name for AXA Advisors, LLC (Member FINRA, SIPC). The 160-year
history reference applies exclusively to AXA Equitable Life
Insurance Company.
Annuities and life insurance issued by AXA Equitable Life
Insurance Company (NY, NY); life insurance issued by MONY Life
Insurance Company of America, an AZ stock company with headquarters
in Jersey City, NJ. Co-distributed by affiliates AXA Advisors, LLC
(member FINRA, SIPC) and AXA Distributors, LLC, 1290 Avenue of the
Americas, New York, NY 10104, (212) 554-1234. GE-2902734(01/20)
1See LIMRA’s “Not-for-Profit Retirement Market Report, Q3 2019.”
Equitable was ranked as the largest provider in a survey of 16
companies based on K-12 403(b) contributions and assets under
management.
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version on businesswire.com: https://www.businesswire.com/news/home/20200114005474/en/
Equitable Media Relations: Matthew Asensio or Daniel Fay
+1.212.314.2010
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