Value as the North Star!

Value as the North Star: A Conversation with Paul Hollands, Chief Data & Analytics Officer at AXA

In a rapidly evolving digital landscape, data and analytics have become fundamental to business success. Paul Hollands, Chief Data & Analytics Officer (CDAO) at AXA UK and Ireland, joined Kyle Winterbottom on Driven by Data: The Podcast to discuss the role of value in data strategies, the evolution of the CDAO role, and the real-world applications of generative AI (GenAI) in the insurance sector.

From Business Operations to Data Leadership

Paul describes his career as having two distinct halves. Early on, he worked on major operational initiatives, including call centre relocations and risk-based pricing, which gave him an in-depth understanding of business execution. This foundation led him to data-focused roles, including building risk models at M&S Money, enhancing credit card portfolios at HBOS and Lloyds, and spearheading analytics initiatives at Betfair. His transition into leadership roles, particularly at RBS and later at AXA, cemented his focus on leveraging data to drive tangible business outcomes.

AXA’s Data-Driven Vision

AXA is one of the world’s leading insurance companies, with 140,000 employees serving 54 million customers across 92 countries. In the UK and Ireland, its operations span retail insurance (home and auto policies), commercial insurance (from sole traders to large corporations), and health insurance.

Paul’s mission at AXA UK and Ireland is to instil value as the “North Star” guiding all data and AI initiatives. The establishment of his role marked a shift towards a structured, value-driven data agenda, ensuring that data is not just a support function but a strategic driver of commercial impact.

Measuring the Impact of Data & Analytics

A core aspect of Paul’s approach is quantifying the business impact of data initiatives. Unlike some organisations that focus primarily on data governance and infrastructure, AXA places emphasis on clear value metrics. Paul’s team collaborates closely with finance and actuarial teams to track and validate the benefits of analytics-driven changes.

For instance, AXA has sophisticated benefits-tracking mechanisms within claims analytics, ensuring that model-driven decisions translate into real-world financial impact. “I know the cost of data FTE, platforms, and change efforts,” Paul explains. “And I know the value we generate. That creates a compelling business case.”

The CDAO Role: A Shift Towards Business Outcomes

The role of the CDAO is evolving. Paul warns against the “Field of Dreams” approach—building data platforms in the hope that value will follow. Instead, he advocates for a business-first mindset: understanding the organisation’s goals, embedding data strategies within them, and ensuring alignment with financial outcomes.

He also highlights the importance of executive sponsorship. At AXA, leadership at all levels—both within the UK and at the global level—recognises the significance of data and AI, making it easier to push forward meaningful initiatives. This executive buy-in ensures that data strategies are not just theoretical but are actively shaping business decisions.

The Role of Generative AI at AXA

GenAI has taken the corporate world by storm, but few organisations have scaled its use effectively. AXA, however, has embraced it with a pragmatic, business-oriented approach.

The company introduced Secure GPT, an internal GenAI tool available to 140,000 employees globally. But rather than focusing on broad adoption, AXA has identified specific, high-impact use cases. One standout example is call summarisation, where GenAI converts recorded customer service calls into structured summaries, saving agents approximately 30 seconds per call. The rapid feedback loop and iterative improvements led to 95% employee satisfaction, with plans to roll it out to 1,700 employees.

Another key application is customer complaint resolution. Using a structured prompt library, employees generate first-draft responses to complaints, cutting drafting time by 40%. This not only increases efficiency but ensures compliance with regulatory requirements and enhances customer experience.

Currently, one in three AXA UK employees regularly uses a GenAI-powered tool—demonstrating real adoption beyond mere experimentation.

Future of the CDAO Role & Data Strategy

Looking ahead, Paul believes that the CDAO role must remain focused on value creation rather than purely technical achievements. He cautions against “bright shiny thing-itis”—getting distracted by new technologies without clear business cases. Instead, data leaders should focus on foundational principles that drive sustained impact.

His advice to other data leaders? Build strong relationships with business stakeholders, start small with measurable use cases, and let value—not technology—be the guiding principle.

Final Thoughts

Paul Hollands’ perspective underscores a fundamental truth: data is not valuable in isolation. Its true power lies in its ability to drive business growth, enhance efficiency, and improve customer outcomes. AXA’s approach—anchoring data initiatives in tangible value—serves as a model for organisations looking to transition from a data-driven mindset to a value-driven one.

As generative AI continues to evolve, AXA’s early success offers a roadmap for businesses seeking to harness AI’s potential effectively. But at its core, the lesson remains the same: value is the ultimate North Star in any data and analytics journey.

You can listen to the full episode here: