A new online health insurance product, Health365, is aiming to lead the industry into the digital era.

The new site, which was hailed as the “industry’s most digitally focused and innovative online product”, promises consumers the ability to choose the health cover that best suits their needs in less than five minutes.

Based on extensive independent market research, the new product will directly target a gap in the mid-market demographic, attracting professional couples, individuals and families.

Jill Davies, Chief Executive of Westfield Health, revealed the company was thrilled to launch the new product.

She 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.

“We are certain that consumers will see the direct benefits of Health365 and we look forward to providing many people across the UK with the health cover they desire without the prohibitive price tag.”

The move represents a growing shift to the internet by services such as health insurance as well as the increasing trust by the consumers towards online purchasing. A recent research found that people in the UK no longer see the internet as a thing of luxury, but instead a vital tool for their everyday life.