AIA Korea rolled out plans to launch AIA Vitality – a global wellness platform that helps analyze a user’s behavioral patterns to improve daily habits – as the new growth engine for its services Wednesday.

The insurance company kicked off its health and wellness summit in Seoul to commemorate the Korean branch’s 30-year anniversary. AIA said that it would work to be more than an insurance company by “taking responsibility for the healthy lives of [its] customers.”

AIA Vitality is a leading global wellness program that helps improve one’s lifestyle by analyzing an individual’s behavior patterns, the company said. The company has developed the customer-centric digital health platform in partnership with SK Holdings C&C since last year.

It is running pilot programs for employees and programmers in Korea and plans to launch the product to the public by the end of this year, according to the company.

The program is available in several countries across the Asia-Pacific region, including Australia, Singapore, and Malaysia.

"AIA Vitality is a leading global wellness program that leads to positive changes for a healthy life," said Ng Keng Hooi, executive director and group chief executive and president of AIA. "It is a format where users get various rewards whenever they participate in health and wellness activities."

David Beckham, who had acted as the company’s global public relations ambassador for the past three years, also introduced AIA’s What’s Your Why campaign at the summit before participating in an afternoon soccer clinic with children from low-income families.

“I am very excited to visit Korea as AIA’s global ambassador,” the football player said. “The small steps [to a healthy living] are the most important. It’s what I try to teach as a person, father, and husband.”