Financial Innovation Spotlight – April 2025 edition

Here are five standout projects that grabbed our attention, from AXA in France, Maybank in Malaysia, Westpac in Australia, Assurant in the US, and ruya in the UAE.

01/05/2025 Perspective
Boris Plantier
Qorus Head of Content & Awards

In April 2025, game-changing innovations took center stage, as financial services companies across the globe introduced remarkable new projects that are redefining the industry and creating lasting value for customers. From providing vital support to domestic violence victims to empowering entrepreneurs with cutting-edge digital tools, these initiatives highlight a shared commitment to progress and social impact.

Here are five standout projects that grabbed our attention, from AXA in France, Maybank in Malaysia, Westpac in Australia, Assurant in the US, and ruya in the UAE.

Domestic violence support in home insurance contracts

AXA France now includes emergency housing and comprehensive support for victims of domestic violence in all its home insurance contracts.

Who?

A part of the AXA Group, AXA France is the leading insurer in France. As a multi-specialist insurer, it protects nearly 8 million clients – individuals, businesses and professionals – through the expertise and close support of its sales networks and nearly 14,000 employees.

Why?

Home is often the most dangerous place for a person experiencing domestic violence. In fact, 79% of femicides are committed within the home. While many factors can prevent a woman from leaving an abusive household, the lack of immediate emergency housing options – which would allow her to organize, seek support from local organizations and plan for a more stable future – remains a major barrier. This is an area where insurers can make a meaningful difference.

How?

AXA France is enhancing its homeowners insurance policies with two new protections:

Legal, psychological and financial support through Juridica, AXA France’s legal protection subsidiary, with a team of 50 experts trained to assist victims of domestic violence.

Emergency housing coverage for up to seven days for victims and their children, helping them organize and plan for long-term housing.
This support includes:

A dedicated legal assistance hotline, available Monday to Friday, 9:30 am to 7:00 pm, offering legal guidance and assessing emergency housing needs.

A 24/7 domestic violence response team within AXA Partners, securing safe, confidential accommodations and arranging transportation to the selected location.

Empowering SMEs with TikTok Shop

Maybank has partnered with TikTok Shop to launch a first-of-its-kind SME upskilling and digitalization program in the ASEAN region.

Who?

Maybank Group is Malaysia’s leading financial services provider, serving consumers, investors, entrepreneurs, non-profit organizations and corporations. With an international footprint, the Group operates the largest network of any Malaysian bank, with more than 2,400 branches and offices across 20 countries. It employs over 44,000 Maybankers and serves more than 22 million customers. Maybank is also the only regional bank with a presence in all 10 ASEAN countries.

Why?

By offering a holistic, values-driven ecosystem of solutions beyond traditional banking services, the bank aims to support and future-proof businesses at every stage of growth, empowering them to be their own agents of change.

How?

Participants in this program will gain valuable hands-on experience in content-driven e-commerce, digitalization solutions and advanced account management techniques.

The ASEAN SME Upskilling & Digitalization Program will launch with a pilot phase in Malaysia, featuring a webinar, a workshop and an accelerator plan. Participants in the accelerator will receive six months of mentoring from TikTok Shop and Maybank, with personalized targets. The first cohort will focus on women entrepreneurs, building on Maybank’s HERpower initiatives.

Helping customers save on energy costs

Westpac has become the first major Australian bank to participate in the Australian government’s trial of the Nationwide House Energy Rating Scheme (NatHERS) for existing homes.

Who?

Westpac Banking Corporation is an Australian multinational banking and financial services company, with around 13 million customers and 35,000 employees worldwide. Founded in 1817, it is one of Australia’s ‘big four’ banks, offering a range of services including personal banking, business banking and wealth management.

Why ?

Energy efficient homes are a key area where governments and the private sector can partner to benefit both the environment and homeowners. Besides building new homes especially designed to optimize energy efficiency, upgrading existing homes can also contribute to environmental goals while cutting energy costs for homeowners.

How?

The NatHERS initiative provides home energy ratings to help Australian households better understand their home’s energy performance, identify cost-effective upgrades to improve comfort, and reduce energy bills.

Eligible Westpac customers applying to refinance or increase their mortgage may be invited to participate in the trial. Participants will receive a free home energy rating certificate from a certified assessor, highlighting areas for energy efficiency improvements and guiding home improvement plans for energy savings and enhanced comfort.

Combined auto and smartphone insurance

Assurant has introduced Assurant Vehicle Care Technology Plus, an innovative vehicle service contract that extends beyond traditional auto protection.

Who?

Assurant is a US-based global business services company that supports, protects and connects major consumer purchases. A Fortune 500 company with operations in 21 countries, Assurant offers mobile device solutions, extended service contracts, vehicle protection services, renters insurance, lender-placed insurance products, and other specialty products.

Why?

Today’s mobile devices are essential tools for vehicle owners, whether it’s remotely starting the vehicle, connecting to the infotainment system or calling roadside assistance. Bridging the gap between vehicle protection and mobile benefits offers a seamless experience. Assurant’s versatile plan also gives dealers a chance to re-engage customers who decline traditional service contracts, offering an affordable alternative with added value and peace of mind.

How?

Assurant Vehicle Care Technology Plus focuses on the advanced technology in today’s vehicles, such as safety sensors and infotainment systems, while also addressing the role of mobile devices in vehicle ownership. This offering extends beyond traditional vehicle service contracts by including Assurant Device Care, which provides discounted smartphone repairs.

Key policy benefits include:

Assurant Device Care: Covers common smartphone repairs like screens, batteries and charging ports at a reduced fee, available at 900+ repair locations nationwide.

Wear-and-tear coverage: Includes parts like batteries, headlamp bulbs, belts and wiper blades not covered by a manufacturer’s warranty.

Roadside assistance: 24/7 emergency support, substitute transportation and travel expense reimbursement.

Digital platform: A user-friendly online and app-based experience for managing contracts, accessing roadside help and tracking maintenance.

Offering virtual asset investments for Islamic banking customers

Ruya, the UAE’s digital-first Islamic bank, has made history by becoming the first Islamic bank globally to let customers buy and sell virtual assets, including Bitcoin, directly through its mobile app.

Who?

Launched in 2024 in the UAE, ruya is a community Islamic bank offering a digital banking experience rooted in fairness, transparency and social responsibility. By combining advanced technology with Islamic principles, ruya supports families, entrepreneurs and small businesses. Its open-door community center promotes financial literacy and education.

Why?

Ruya aims to empower its customers to participate in the digital economy in a sustainable and responsible manner. By integrating virtual assets into its investment platform, the neobank seeks to offer a seamless, Shari'ah-compliant solution that provides customers with the certainty they need while navigating this evolving space.

How?

Unlike platforms that promote speculative trading, ruya’s virtual asset service is part of a carefully designed investment framework aimed at fostering long-term wealth building. This approach aligns with ruya’s core mission to offer financial solutions that create lasting value and support customers in achieving their financial goals.

Key highlights of the service include:

Direct access to buy and sell Shari’ah-compliant virtual assets securely through the ruya mobile app.

Integrated transparency and governance, ensuring adherence to ethical Islamic principles.

A partnership with Fuze, providing a trusted, licensed and seamless digital asset experience.

A focus on responsible investing, steering clear of speculative behavior and promoting financial resilience.


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