The organisation, which has around 350,000 policyholders in the UK, aims to create the industry's most digitally focused and innovative online product, by offering "quick and affordable" health cover from £15 per month.

To launch the brand, Westfield Health hired Brilliant Media to work on its SEO, PPC and display advertising strategy.

PR agency Umpf is handling social media campaign to promote the new brand, while branding agency DKPM has created the visual identity and designed the website.

Jill Daves, Westfield Health chief executive, said: "Until now, people could choose to have a health cash plan and/or PMI. Health365 will redefine the health insurance landscape by providing consumers with a flexible alternative.

"Health365 sets the standard in terms of customer engagement with the use of video to explain the cover clearly and simply."