The appointed representative agreement sees West Brom’s advisers advise exclusively on Axa’s products.
In addition, the Elevate platform will be implemented in-branch, and a protection sales force will now distribute Axa protection products on a tied distribution basis.
Previously West Brom worked with Aviva.
Axa Life Bancassurance director Simon Philp says: “This is an exciting partnership for us and represents a strong endorsement of our capability. I believe Axa has the right products and platforms, underpinned by proven expertise and delivery in this environment to meet the needs of West Brom’s customers.”