AXA approached us with the challenge of defining the right synergy between AXA Bank and AXA Insurance. The mission was to explore how two powerful entities could create added value when combined. To address this, we designed a strategic integration roadmap, benchmarking how leading financial and non-financial groups create ecosystem value. We combined cross-industry insights, consumer expectations analysis, and growth modeling to identify concrete pathways for integration — from bundled services to new customer journeys — enabling AXA to unlock opportunities at the intersection of banking and insurance.