Sino-US United MetLife Insurance Co Ltd unveiled a new sub-brand called 360 Health on Saturday in a bid to cater to end-to-end health solutions for Chinese customers.

The new insurance product addresses customers' all-rounded needs in the prevention and early diagnosis of serious illness, and offer access to treatment, ongoing care and financial support, according to the joint venture between the largest United States life insurer, MetLife Inc, and Shanghai Alliance Investment Ltd.

"The brand is a combination of products, service and experience that provides comprehensive health solutions," said Sun Siyi, CEO of MetLife China, adding the company is pulling resources from leading medical facilities and experts to reach that goal.

The new sub-brand was launched at a time when MetLife released its annual survey on Chinese urban citizens' health status. The result showed that Chinese citizens no longer aspire for just longevity, but pay more attention to increase their health-span instead of lifespan, and strive to live more healthily and with more dignity.

Meanwhile, the insurer is utilizing digital means to expand its client base and tap into the growing demand for easy-to-purchase insurance products.

For instance, it is teaming up with internet giant Tencent Holdings's WeSure online insurance portal to social media-savvy Chinese by creating a variety of customized insurance scenarios, like flight delay insurance, and making them easily attainable through smart phone purchases.