AXA Equitable Life Insurance Company is changing its name to AXA in an effort to simplify its umbrella brand in the U.S. and to better reflect the global AXA Group brand.

As part of this effort, AXA in the U.S. has launched a new Web site and the company is also launching a national advertising campaign that spans television, print, outdoor, and online channels.

AXA Group is a worldwide leader in insurance, wealth management and retirement savings with 102 million clients in 57 countries. For five consecutive years, it has been ranked the no. 1 insurance brand in the world by Interbrand.

“For us, this is not just a cosmetic name change or another advertising campaign, but rather a unification of the AXA brand and a significant, long-term investment in customer experience,” said Mark Pearson, chairman and chief executive officer.