AMP Limited reiterates that it will continue to pursue a merger bid for AXA Asia Pacific Holdings.

Chief executive Craig Dunn on Thursday confirmed that a merger between the company and AXA APH is attractive on its wealth management and insurer services.

Mr. Dunn adds he already discussed together with its shareholders the possibility to pursue the negotiations to accelerate the company's growth strategy.

AMP was also delighted when the Australian Competition and Consumer Commission (ACCC) stopped the National Australia Bank to bid for AXA APH.

"We were pleased that the ACCC decided that competition in the Australian financial services sector would be best served by our proposal," Mr. Dunn said in an annual meeting with its shareholders.

The $14 billion bid by NAB for AXA AP was shelved by the ACCC last month, stating that it is against with the bank's proposal on competition grounds, but welcomes AMP's bid instead.

NAB continues to maintain its position will continue to explore its options.

Mr. Dunn said the company's $12.85 billion offer for AXA APH still has "some way to go."

He added the company's focus is to figure out any relevant regulatory matters and and will growh by mergers and acquisitions will not necessarily matter for AMP.

"Our primary focus is to grow through a series of change initiatives to revitalise AMP, with new and more competitive products and funds, new services and new ways to do business with us," he said.