“Three Words” is relevant for the Innovation Lion because it addresses the complex societal challenge of domestic violence by innovatively repurposing insurance policies. “Three Words” is a life-saving clause in AXA’s home insurance contracts, providing urgent re-housing for women in danger. An insurance innovation based on a contract that all French citizens must already have by law: their home insurance. It aligns with the Innovation Lions' ethos of turning imagination into real-world solutions, offering a scalable model for industry-wide adoption.

1/ The crucial issue of domestic violence in France:

Police records show that, on average, 210,000 women are victims of physical, sexual, and/or psychological violence committed by a spouse each year. However, NGOs estimate that the actual number revolves around one million victims. Every three days, a woman dies at the hands of her partner.

2/ The significant lack of resources to help women escape violence:

The European Court of Human Rights has reprimanded France for its lack of resources to protect women victims of domestic violence. France has the political will and legal framework to protect women but is struggling to provide the means to enforce it. Public services, the emergency numbers 3919 and 115, and NGOs are unable to respond to the large number of requests for emergency rehousing of victims. Currently, assistance to victims of domestic violence is treated as a matter of philanthropy, when it is, in fact, a systemic problem requiring a systematic response. We need a better system.

3/ The legitimacy of the brand to engage on this issue:

AXA launched in 2023 the global platform "Being a woman shouldn’t be a risk" to address all risks that disproportionately affect women (professional, financial, health-related, etc.). And in France, where AXA is the leading insurance company, AXA has long been committed to combating domestic violence, notably with the creation of ‘Elle's Angels’ in 2015, its legal division that provides free legal protection to women victims of domestic violence and their children.

Survivors of domestic violence consistently highlight the numerous barriers to leaving a violent home: the partner inflicts physical and psychological violence, makes threats, resorts to emotional blackmail, etc. This has given rise to the hashtag #WhyIStayed.

But among these barriers, there is one that an insurer can address: the financial barrier to relocating safely. In one out of three cases of violence, the partner perpetrates economic abuse over the victim. They control expenses, or even confiscate the debit/credit card. Victims don’t know where to go or how to find the means. And since violent partners typically isolate the victims, often distancing them from family and friends, women don’t know who to turn to for help.

In line with its global platform "Being a woman shouldn’t be a risk," AXA decided to address the key issue of leaving the home, creating a sustainable insurance product that would protect women unconditionally.

Insight: There are many barriers that prevent women from escaping violent homes. However, as an insurer, there is one we can address: the financial barrier to relocating safely. In one third of cases, partners perpetrate economic abuse on their victim. According to the 3919 national helpline for domestic violence, 77% of incoming calls include requests for relocation.

Innovation: AXA introduces “Three Words”, a life-saving clause in AXA’s home insurance contracts.

In France, every household must have a home insurance contract by law. Such contracts provide emergency relocation when a home becomes uninhabitable in the event of fire or flood, to which AXA adds 3 words: ‘and domestic violence’ to help women escape. We are able to urgently rehouse women and their children in case of domestic violence and provide them with legal and psychological assistance. We are including this clause to our 3.5 million home insurance contracts, with retroactive effect.

- March 2024: Validation of project “Three Words”, definition of the victims’ support pathway.

-April-October 2024: The innovation is launched in beta version with our partnering NGOs - associations for domestic violence victims’ protection - to refine the most effective support pathways for the women and their children. This process involves 100 women victims of domestic violence going through our system.

- November 2024: “Three Words” will be included in all our 3.5 million home insurance contracts as a mandatory clause.

But before that:

- 2015 – AXA France created Elle's Angels’, its legal division providing free legal protection to victims of domestic violence and their children, in partnership with NGOs.

- 2022: AXA France integrated a guarantee in its legal protection contract to support victims of domestic violence. 2000 women accompanied to date.

- 2023: AXA France trained 500 employees to identify cases of domestic violence among clients and employees.

We use AXA's expertise in relocating people to help victims of domestic violence:

-Once victims call the assistance number, they get connected to experts trained to respond on the spot to complex situations of domestic violence.

-They are relocated urgently, along with their children, to a hotel equipped with security systems, the address of which is kept secret. Then, they are relocated to longer-term accommodation, either a house or an apartment depending on their needs.

-They are provided with free psychological support with psychologists specialized in domestic violence, who are available as many times as needed, 24/7.

-They are provided with free legal assistance to help them file a complaint so they can immediately protect themselves and their children.

It’s a pathway designed to provide victims with the time and security needed to identify longer-term solutions.

Important:

-This clause is not an “extra” option that you have to pay for, it's a mandatory clause by default in all our 3.5 million home insurance contracts, with retroactive effect.

-This clause protects all household members, thus protecting women even if they haven’t subscribed to the insurance themselves, as well as their children, as 80% of victims are mothers.

Approval from NGOs: The four main NGOs for the protection of victims have endorsed the project and are advising us on the development of victim support.

Scalability: Our ultimate goal is to set a standard for the insurance industry. NGOs estimate that annually in France, at least 30,000 women, victims of domestic violence, require emergency rehousing. It's a legal requirement in France for every household to have a home insurance policy. We have 3.5 million home insurance contracts in France, which represent 12.5% of households. If every insurance company followed our lead by adding these Three Words, we could ensure protection for 100% of households.

Investment: “Three Words” benefits from a funding provision (see confidential information below). In addition, AXA has already trained 500 employees to identify cases of domestic violence among policyholders as well as employees and provided legal support to over 2000 victims on legal protection.