SK AX (CEO Yoon Poong-young, skax.co.kr ) announced today that it has successfully completed the first phase of the “AXA Korea Financial AX and Customer Channel AX Platform” project in partnership with AXA General Insurance (CEO Hans Branken). 

This initiative marks the first step in building a next-generation AX platform designed to deliver faster, more accurate claims processing and a differentiated customer experience. 

Through this project, SK AX has laid the foundation for accelerating AI innovation across AXA Korea’s insurance operations. The insurer plans to expand the platform to cover all service areas—including product development, customer management, contracts, sales channels, and partner ecosystems. 

At the core of the project is full automation of the claims process, from accident reporting and case assignment to investigation, calculation, and payout. 

The new system automatically retrieves contract and coverage information at the reporting stage, while AI-OCR (Optical Character Recognition) technology enables automated data entry for claim documents. 

In the claims calculation phase, a fourth-generation automated estimation process applies policy terms and rules directly extracted from the system, significantly improving both processing speed and accuracy. 

As a result, customers benefit from faster, more seamless claim settlements, while the insurer achieves higher operational efficiency. Beyond claims innovation, SK AX also enhanced the customer experience across digital channels. 

The newly built AX platform offers optimized service on both mobile and desktop, providing personalized and data-driven recommendations. 

It analyzes each customer’s policy portfolio and behavioral patterns to suggest suitable products and streamline third-party, partner, and medical expense claims—all within a simple, non-face-to-face environment. 

Users can also customize their interface based on frequently used features, while the platform continuously analyzes customer data in real time to deliver personalized services. By tracking key indicators such as conversion, retention, and churn rates, AXA Korea can now establish optimized marketing strategies tailored to customer behavior.

 A built-in content management system (CMS) allows the company to instantly update product information, ensuring customers always access the latest offerings. This transformation reflects a shift in insurance from one-time transactions to sustained, relationship-driven engagement. 

To support this innovation, SK AX implemented a cloud-native, scalable infrastructure with an open-source framework, enabling flexible integration of emerging technologies.

 The system’s dualized resources and disaster recovery (DR) architecture further enhance reliability and stability. “AXA Korea has long been a pioneer in the insurance industry, introducing the nation’s first direct auto insurance under its vision to be a lifelong partner to customers,” said Baek Seok-heum, Head of Digital Service Division 2 at SK AX. “Together, we aim to advance customer-centered AX insurance services and lead ongoing innovation in the insurance sector.” 

With this milestone, AXA Korea and SK AX are positioning themselves at the forefront of Korea’s digital insurance transformation—where AI and customer empathy converge to redefine the future of financial services.