AXA launches GBA EverGuard Medical Insurance meeting rising demand for cross-border healthcare

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Delivers 100% full cover in Chinese mainland, Greater China flexibility for designated illnesses or major surgeries, and enhanced Traditional Chinese Medicine treatments and rehabilitation support HONG KONG, Sept. 7, 2026 /PRNewswire/ -- AXA Hong Kong and Macau ("AXA") today announced the launch of GBA EverGuard Medical Insurance ("GBA EverGuard"), a comprehensive medical protection solution designed to meet the rising demand for cross-border healthcare services. The new plan supports customers throughout their healthcare journey across Greater China – from diagnosis and treatment to recovery and rehabilitation. It combines comprehensive medical protection, enhanced rehabilitation support, healthcare navigation services and access to professional healthcare networks, empowering customers to access appropriate care with greater confidence, convenience and peace of mind, wherever they choose to seek treatment. The launch comes as a new survey[1] conducted by AXA among 600 Hong Kong residents open to utilising medical services in the Chinese mainland reveals growing demand towards Greater Bay Area (GBA) healthcare. As regional healthcare integration accelerates, Chinese mainland healthcare is increasingly seen as a practical alternative – offering patients broader treatment choices, greater flexibility, and faster access amid rising healthcare costs and long waiting times in Hong Kong. Growing adoption of cross-border healthcare among Hong Kong residents highlights the need for trusted guidance and support Faced with healthcare inflation and wait-time pressures in Hong Kong, 87% of respondents worry that the expensive treatment costs will prevent them from affording most suitable care, while 88% fear that long waiting time could lead to missing the golden treatment window. Overall, 68% of respondents have received medical treatment in the Chinese Mainland previously. Primary drivers for considering Chinese Mainland medical care include more reasonable cost or more comprehensive treatment within the same budget (57%), faster access to specialist consultations and procedures (44%), and more diverse and advanced medical technologies and treatment options (36%). However, navigating an unfamiliar healthcare system remains a major obstacle. Top hurdles include unfamiliarity with Mainland hospitals and healthcare systems (47%), complex appointments, registration and treatment procedures (37%), and uncertainty regarding treatment costs, payment and insurance claims arrangement (36%). Dedicated professional guidance will help to provide peace of mind, with respondents valuing access to specialist and hospitals referral services (97%), and a dedicated care coordinator (95%) when seeking care in the Chinese Mainland. Janet Lee, Chief Life and Health Insurance Officer, AXA Hong Kong & Macau, Deputy Chief Executive Officer, AXA Global Private, said: "As Greater Bay Area connectivity deepens, consumers are increasingly seeking high-quality, sustainable protection solutions across the region. GBA EverGuard was specifically designed with GBA medical care at its core to address this exact pain point – enabling our customers to access comprehensive, top-tier and long-term sustainable healthcare resources. We also extend Greater China flexibility for designated illnesses or major surgeries, providing our customers with the freedom to choose their preferred treatment journey. Matched with dedicated, end-to-end navigation via AXA Health Concierge, we bridge regional healthcare ecosystems – delivering confidence and peace of mind wherever they choose to seek care." Key features of GBA EverGuard Medical Insurance include: About AXA Hong Kong and Macau AXA Hong Kong and Macau is a member of the AXA Group, a leading global insurer with presence in 52 markets and serving 92 million customers worldwide. Our purpose is to act for human progress by protecting what matters. As one of the most diversified insurers in Hong Kong, we offer integrated solutions across Life, Health and General Insurance. We are the largest General Insurance provider and a major Health and Employee Benefits provider. Our aim is to not only be the insurer to provide comprehensive protection to our customers, but also a holistic partner to the individuals, businesses and community we serve. At the core of our service commitment is continuous product & service innovation and customer experience enrichment, which is achieved through actively listening to our customers' needs and leveraging and investing in technology and digital transformation. We embrace our responsibility to be a driving force against climate change and a force for good to create shared value for our community. Our overall Sustainability Strategy, with emphasis on nature protection, inclusive protection and social resilience, provides a foundation for integrating environmental, social and governance considerations across our business. We are proud to be the first insurer to address the importance of mental health through different products and services and thought leading iconic research. Committed to shaping a sustainable future, we contribute in diverse ways through three distinct roles - as an investor, an insurer and an exemplary company. THIS PRESS RELEASE IS AVAILABLE ON AXA'S WEBSITE: AXA.COM.HK   IMPORTANT LEGAL INFORMATION AND CAUTIONARY STATEMENTS CONCERNING FORWARD-LOOKING STATEMENTS Certain statements contained herein may be forward-looking statements including, but not limited to, statements that are predictions of or indicate future events, trends, plans or objectives. Undue reliance should not be placed on such statements because, by their nature, they are subject to known and unknown risks and uncertainties and can be affected by other factors that could cause AXA's actual results to differ materially from those expressed or implied in the forward-looking statements. Please refer to Part 4 - "Risk factors and risk management" of AXA's Universal Registration Document for the year ended December 31, 2019, for a description of certain important factors, risks and uncertainties that may affect AXA's business, and/or results of operations. AXA undertakes no obligation to publicly update or revise any of these forward-looking statements, whether to reflect new information, future events or circumstances or otherwise, except as part of applicable regulatory or legal obligations. View original content: https://www.prnewswire.com/apac/news-releases/axa-launches-gba-everguard-medical-insurance-meeting-rising-demand-for-cross-border-healthcare-302871270.html

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