New Delhi: Axis Max Life Insurance Limited, formerly known as Max Life Insurance Company Limited (“Axis Max Life” / “Company”), has partnered with Tata Fintech, a subsidiary of Tata Digital, to expand the portfolio of life insurance solutions on Tata Neu, India's omnichannel loyalty and financial services app. Through the association, customers will be able to explore and purchase select Axis Max Life protection and long-term savings solutions on the platform. The proposition combines Axis Max Life’s life insurance expertise with Tata Digital’s connected digital ecosystem, creating a simpler route for customers to act on important financial priorities. The collaboration is designed to place life insurance within a platform that customers use for a range of financial and lifestyle needs. By reducing the distance between financial intent and action, Axis Max Life and Tata Digital aim to make protection and long-term planning more accessible, relevant and convenient. Sumit Madan, Managing Director and CEO, Axis Max Life, said “Our partnership with Tata Digital reflects a shared commitment to making life insurance more accessible, relevant, and intuitive for millions of Indians within the ecosystems they already trust and engage with. By bringing Axis Max Life’s protection and long-term savings solutions onto Tata Neu, we aim to empower individuals and families to make informed financial choices and plan with greater confidence for the future. This association advances our vision of widening insurance penetration through digital innovation while helping more Indians build a stronger foundation for long-term financial security.” Mr. Sajith Sivanandan, CEO and Managing Director, Tata Digital Group, said, “At Tata Neu, we are committed to making trusted financial solutions more accessible and convenient for our customers. Our partnership with Axis Max Life expands the range of protection and long-term savings solutions available on the platform. This enables customers to explore options that support their financial goals and future planning needs within an ecosystem that also brings together payments, Tata NeuCard and rewards-led value across everyday interactions.” The association reflects a shared focus on using technology and ecosystem-led distribution to improve access to life insurance. Customers will be able to explore relevant protection and long-term savings solutions and take meaningful steps towards securing their families and preparing for future financial goals through Tata Neu.