Case Study: AXA Soon achieves mobile-first, personalized customer engagement with Microsoft Azure Mobile Engagement

French bank disrupts traditional banking models with mobile app based on Azure technologies

Soon by AXA Banque, the mobile-services division of AXA Banque France, set out to attract younger, mobile‑first customers by reinventing banking beyond a standard app or web portal. The challenge was to deliver a personalized, interactive experience that leveraged smartphone features (photos, geolocation, natural‑language queries) while remaining easy for a small team to manage and measurable for marketing and retention.

To meet that goal Soon launched as a separate brand and adopted Microsoft Azure Mobile Engagement (with Power BI for KPIs) to power real‑time analytics, targeted push campaigns, and behavior‑driven engagement scenarios. The result: a mobile‑first app with features like transaction tagging, contextual alerts and natural‑language search, more than 20,000 customers and growing, improved targeting and retention, and adoption of the platform by other AXA divisions.

AXA Soon

Raphaël Krivine

Head of Soon