The retail division of AXA UK has launched a digital-only insurance brand called Moja.

Optimised for use on smartphones and tablets, the new service is initially available on mojainsurance.co.uk and comparethemarket.com for motor insurance. A wider rollout across price comparison websites is slated for later this year, while 2023 will see the introduction of other insurance products aside from car coverage.

Insurance under the AXA brand provides premium cover, while no-frills insurance is offered by AXA-owned Swiftcover. Features for Moja include round-the-clock online policy management and claims lodgement.

“This is a momentous occasion for AXA Retail as it’s the first time we’ve launched a new brand which has been developed entirely in-house,” said AXA UK Retail chief executive Tara Foley. “We want Moja to shake up the insurance market by providing a digital-only offering for people who live their lives through their smartphone or tablet.

“It’s also clear that many people are being affected by the cost-of-living crisis, so we aim to ensure they continue to have access to the vital safety net that insurance provides by offering a simple and flexible product that suits both their needs and their budgets.”

The “incredibly proud” CEO added that they will continue to enhance Moja – the tagline of which is ‘simpler, fairer, and always there’ – ahead of rolling it out further.