In a significant stride towards dismantling the pervasive issue of domestic abuse, particularly its often-hidden financial dimensions, AXA UK has formally launched its "What They Say. What We Hear" campaign, developed in close partnership with the renowned charity Women’s Aid. This groundbreaking initiative is not merely an awareness campaign but is intrinsically linked to a newly established, robust support pathway designed to provide immediate, trauma-informed assistance to survivors across all of AXA UK’s direct insurance customer services. The collaboration signifies a crucial expansion of support networks for those experiencing domestic abuse, embedding vital recognition and referral mechanisms within the operations of a major financial services provider and culminating in the creation of a dedicated Survivor Support Fund.
The "What They Say. What We Hear" campaign is strategically designed to illuminate the subtle, yet deeply damaging, indicators of financial abuse, a form of control that frequently coexists with, or precedes, other types of domestic abuse. Financial abuse, by its very nature, can be incredibly difficult for victims to identify and for external parties to recognise, as it often masquerades as concern, protection, or shared financial management. The campaign ingeniously translates common, seemingly innocuous phrases used by abusers into their underlying, controlling intentions, thereby empowering individuals to identify these red flags within their own relationships or those of people they know. For instance, a statement like "I’ll handle all the money, you don’t need to worry your pretty little head about it" might be decoded as "I need to control your access to funds to keep you dependent on me." Similarly, "Why do you need your own bank account? We share everything" could be reframed as "I need to isolate you financially to prevent your escape." This innovative approach seeks to demystify financial control, making the insidious tactics of abusers more transparent and fostering an environment where victims feel seen and understood.
Financial abuse is a pervasive and devastating aspect of domestic abuse, often serving as a powerful tool to entrap victims and prevent them from leaving an abusive relationship. It involves controlling a person’s ability to acquire, use, and maintain financial resources, thereby limiting their choices and independence. This can manifest in various ways, including restricting access to bank accounts, accumulating debt in the victim’s name, sabotaging employment, demanding account passwords, or dictating how money is spent. According to various studies and reports from charities like Women’s Aid, financial abuse affects a significant proportion of domestic abuse survivors in the UK, with some estimates suggesting it impacts over 95% of cases. Its long-term consequences are profound, leaving survivors not only emotionally scarred but also in precarious financial situations, struggling with debt, homelessness, and a complete loss of economic autonomy. The "What They Say. What We Hear" campaign is a vital step in educating the public and frontline staff about these hidden signs, equipping them with the knowledge to intervene or seek help effectively.
Beyond the public awareness campaign, the core of the AXA UK and Women’s Aid partnership lies in the establishment of a dedicated, comprehensive support pathway for survivors. This collaboration leverages AXA UK’s extensive customer-facing teams and Women’s Aid’s unparalleled specialist expertise to ensure that individuals experiencing domestic abuse receive compassionate, effective, and safe support precisely when they need it most. The pathway has been meticulously co-designed and implemented, adhering to a robust, trauma-informed approach that prioritises the safety and well-being of the survivor. This model is now fully operational across all of AXA UK’s services for its direct insurance customers, representing a significant commitment to embedding social responsibility directly into business operations.
A cornerstone of this innovative support model is the extensive training provided by Women’s Aid to a network of dedicated "Domestic Abuse Champions" within AXA UK. These champions, strategically positioned across the company’s customer phone lines and other customer interaction points, have undergone rigorous, specialised training to recognise the nuanced signs of domestic abuse, including financial coercion. The training covers not only the identification of these indicators but also how to respond safely, empathetically, and effectively. This includes understanding the dynamics of domestic abuse, learning how to initiate sensitive conversations, ensuring the privacy and safety of the caller, and providing information without judgment. A crucial aspect of the trauma-informed training is teaching staff to understand the psychological impact of abuse on survivors, enabling them to communicate in a way that minimises re-traumatisation and builds trust. The objective is to create an environment where a survivor feels safe enough to disclose their situation and receive appropriate, immediate assistance without fear or further distress.
Once a survivor is identified through this trained network, AXA UK’s teams activate a dedicated referral pathway. This mechanism ensures a seamless and secure connection between the survivor and direct, specialist support from Women’s Aid. This direct link is critical, as it bypasses potential barriers to seeking help, such as fear of disclosure, lack of information about available services, or the logistical challenges of navigating complex support systems while in a crisis. The pathway guarantees that individuals are not simply signposted to external organisations but are actively facilitated in accessing professional, expert assistance, ensuring continuity of care and a higher likelihood of positive outcomes.
In a further testament to AXA UK’s profound commitment, the partnership includes the establishment of a dedicated Survivor Support Fund. This fund is designed to provide immediate, tangible financial aid to individuals referred through the programme, addressing critical needs during crisis situations. Escaping an abusive relationship often comes with significant financial hurdles, including securing safe accommodation, covering immediate living expenses, legal fees, or replacing essential documents that may have been withheld or destroyed by an abuser. The Survivor Support Fund directly tackles these practical barriers, providing a lifeline that can make the difference between remaining in an unsafe situation and achieving independence. This commitment goes beyond traditional corporate social responsibility, offering direct, practical assistance that empowers survivors to take crucial steps towards safety and rebuilding their lives. It acknowledges that financial stability is often a prerequisite for physical and emotional safety for those leaving abusive situations.
The broader context of domestic abuse in the UK underscores the urgency and importance of initiatives like this partnership. Domestic abuse remains a deeply entrenched societal issue, impacting millions of lives annually. Government statistics and charity reports consistently highlight the staggering prevalence, with millions of adults experiencing some form of domestic abuse each year. The economic cost of domestic abuse to society is immense, encompassing healthcare, housing, criminal justice, and lost economic output, estimated to be in the billions of pounds annually. While government and charity efforts are crucial, the scale of the problem necessitates a multi-faceted approach involving the private sector. Financial institutions, in particular, hold a unique position, as they often have regular contact with individuals’ financial lives and can therefore be vital touchpoints for identifying potential abuse and offering support. By proactively training staff and establishing robust pathways, companies like AXA UK are stepping into a critical role, complementing existing support structures and creating new avenues for intervention.
Sophie Duggan, Partnership and Development Manager at Women’s Aid, articulated the charity’s pride in the collaboration, stating, "We’re incredibly proud of what this partnership has achieved in such a short time. AXA UK’s willingness to invest in training, create a clear pathway, and provide direct financial support shows a genuine commitment to protecting and empowering survivors. Together, we’re ensuring that people who disclose abuse are met with understanding, expertise, and real, practical help." Her remarks highlight the comprehensive nature of AXA UK’s involvement, moving beyond mere financial donations to a holistic integration of support mechanisms within their operational framework.
Echoing this sentiment, Tara Foley, AXA UK & Ireland CEO, emphasised the company’s core mission. "As a business, we aim to protect what matters most and we have a valuable role to play in supporting our customers when they’re in need. That’s why with expert guidance from Women’s Aid, we have trained our call centre teams to support those who disclose that they are experiencing domestic abuse and offer practical assistance. Working together we want to empower everyone to recognise the signs of abuse and help them find the words to seek help when they need it most." Foley’s statement reinforces the ethical imperative driving AXA UK’s engagement, positioning the initiative as an extension of their fundamental commitment to customer welfare and protection. The emphasis on empowering both staff and customers to recognise and address abuse underscores a proactive, preventative approach.
The journey to this fully operational partnership involved a meticulous phased approach, beginning with initial discussions and a thorough co-design process between AXA UK and Women’s Aid. This collaborative planning ensured that the support pathway was not only theoretically sound but also practically implementable within AXA UK’s operational context, respecting both customer privacy and the need for immediate intervention. Following the design phase, the intensive training of the Domestic Abuse Champions commenced, equipping them with the necessary skills and knowledge. This training was conducted across various departments and customer-facing roles to ensure widespread coverage. The final phase involved the full embedding of the pathway across AXA UK’s customer-facing operations, with referrals already being successfully supported, demonstrating the immediate and tangible impact of the initiative. This systematic rollout underscores the commitment to long-term efficacy and sustainability of the programme.
This collaboration between AXA UK and Women’s Aid sets a new benchmark for corporate engagement in addressing domestic abuse. By integrating a trauma-informed support pathway and a direct financial fund into its core customer service operations, AXA UK is not only enhancing its corporate social responsibility but also demonstrating how the private sector can play a vital, active role in societal challenges. The initiative offers a blueprint for other financial institutions and large customer-facing organisations, highlighting the potential for widespread positive impact when corporate resources are combined with specialist charitable expertise. The implications are far-reaching: for survivors, it means more accessible, sensitive, and practical support; for AXA UK, it strengthens customer trust and reinforces its commitment to protecting its customers in their moments of greatest need; and for Women’s Aid, it amplifies their reach and impact, fostering a more informed and responsive society. Ultimately, this partnership is a powerful statement about shared responsibility and the collective effort required to create a safer, more supportive environment for all.
To find out more about the project and AXA UK’s "What They Say. What We Hear" campaign, please visit:
Domestic Abuse | AXA & Women’s Aid
If you are interested in Women’s Aid’s work with corporate partners, please visit:
Become a corporate partner – Women’s Aid
