The agency has been hired to shape the proposition, which, according to AXA group marketing and distribution director Olivier Mariee, will focus on 'more discerning and experienced' consumers.
AXA has briefed MWO to create the tone and positioning of the brand, and the agency is also creating the launch advertising. A £7m integrated campaign will break in January.
AXA already operates in the direct-insurance market with Swiftcover, which uses brand ambassador Iggy Pop to target young men.
However, the insurer is looking to target a much wider market with the as-yet-unnamed brand. It is expected to dominate AXA's UK marketing activity in 2010 and will be overseen by Swiftcover marketing director Tina Shortle.
MWO created the latest push for Swiftcover, while Saatchi & Saatchi devised the recent 'Redefining Standards' campaign for the parent AXA brand.
Several other financial-services groups, including Allianz and Zurich, also plan to take their corporate brands directly to consumers. Zurich rolled out its Zurich Connect direct insurance brand in June, while Allianz will introduce its main brand to the UK in the next 12 months.