Allianz has retained its status as the top insurance brand in Interbrand’s 2025 Best Global Brands list, ranking 27th overall. This marks the seventh year in a row that the global insurer placed first amongst its industry peers.
AXA followed as the second-highest insurer, securing 43rd place on the list.
The annual Interbrand rankings assess brand value across industries worldwide. Allianz maintained its leading position in the insurance sector, while AXA remained the only other insurer featured.
Allianz’s position climbed two ranks, from placing 29th in the year prior. AXA also saw major gains, rising five ranks from its 48th spot in 2024.
Interbrand bases its rankings on several factors, including financial performance, the brand’s role in customer decision-making, and overall brand strength.
Allianz reported a significant increase in brand value, rising by 20% from US$23.5 billion to US$28.2 billion. The company noted this as the strongest value increase in its 135-year history, citing robust financial performance and a consistent global brand strategy.
Shez Ford, chief general manager, consumer at Allianz Australia, said the company is pleased to be recognised as the number one insurance brand worldwide for the seventh consecutive year.
Ford also highlighted the Australian team’s role in launching the new brand promise, ‘Care you can count on,’ and the ongoing commitment to delivering value to partners and over 4 million local customers.
The recognition for Allianz follows its inclusion as one of the Best Workplaces in Australia in 2025. The company’s new advertisement, ‘Care you can count on,’ was also named Australia’s favourite ad by the Research Agency.
The Interbrand Best Global Brands Ranking evaluates the 100 most valuable global brands based on financial metrics, brand influence on customer purchasing, and brand strength.
Outside of insurance brands, Apple, Microsoft, Amazon, and Google retained the first to fourth spots from their 2024 placements, respectively.
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