US-based MetLife has introduced a new digital platform in China, designed to meet the needs of expanding middle class in the country and enable them to purchase affordable life insurance and protection products.


MetLife said that its Digital Ecosystem is the first in the country to fully integrate online and offline sales, service and social channels.

The new platform was announced through the insurer’s Sino US MetLife Insurance, a joint venture formed by a subsidiary of MetLife and Shanghai Alliance Investment (SAIL).

MetLife China CEO George Tan said: "We spoke to Chinese consumers, and we learnt that they want easy to understand products and that clearly correspond with their life-stage needs; they also told us that these products need to transparent and convenient and easy to purchase."

The platform features WeChat capability and can be integrated with social media networks, as well as provides real-time analytics and improves customer relationship management, noted MetLife.

Using MetLife’s new platform, consumers can now easily select and compare insurance products, receive instantaneous quotes, buy online, connect with a local agent or channel of choice, make payments, or check on claims from any mobile or desktop device.

MetLife Asia president Chris Townsend said: "China’s digital channel is a milestone in our longer-term strategy of continuously innovating the ways we provide insurance products, services, ease and convenience to our customers.

"While it is launching in China first, we will be rapidly deploying the platform across our other markets in Asia and expect it to become a key differentiator for MetLife in the region."

Image: George Tan (right), CEO, MetLife China and Kathy Awanis (left), senior vice-president and head of Direct and E-Business, MetLife Asia celebrate successful launch of China’s digital platform. Photo: courtesy of Business Wire.