Sun Life introduces new global brand
Hong Kong (ANTARA/PRNewswire) — Sun Life Financial Inc. (“Sun Life”) today introduced a refreshed global brand, marking a new chapter for the company and reflecting the growing scale and integration of its businesses worldwide.
Sun Life has expanded well beyond its traditional roots in life insurance, extending its reach and capabilities globally in asset management, health, wealth management and insurance. Asia has become an important part of that growth story: Sun Life Asia now serves more than 30 million clients across eight markets and contributed 18% of the group’s underlying net income in 2025, up from 15% two years earlier.
The brand refresh aligns the company’s identity with this transformation by modernising, simplifying and optimising its logo for the digital world, alongside the new global slogan, “Making life brighter”. The company is also standardising its global brand name as one word: Sun Life. Together, the changes create a more modern, distinctive and consistent identity worldwide.
“This is about more than changing how Sun Life looks. It is about building a brand that reflects our Purpose and our ambitions for the next chapter of our journey,” said Kevin Strain, Sun Life’s President and Chief Executive Officer. “By bringing the strengths of Sun Life together under one clear global identity, we are creating deeper connections, meeting more client needs and opening up new opportunities to grow. That is the opportunity behind this change and the future we are building.”
At the heart of the new brand is “Making life brighter”, a simple expression of the impact Sun Life strives to make every day. It means helping to clarify important decisions, making challenges easier to navigate and making opportunities feel more accessible. The slogan also connects directly with Sun Life’s Purpose: helping clients achieve lifetime financial security and live healthier lives. Through trusted advice, solutions and support, Sun Life aims to be an active and trusted partner as clients navigate life events and make decisions that shape their lives and businesses.
“Sun Life has been part of Asia for more than 130 years, longer than any other global life insurer, and we are proud of our history and the relationships communities have built with our brand,” said David Broom, Executive Vice-President, Client and Distribution, Sun Life Asia. “Our refreshed Sun Life brand reflects the business we have built in Asia today: one that is more connected, more digital and better able to support clients at every stage of their financial journey.”
The refreshed brand reflects clients’ evolving needs and expectations. New global research from Sun Life indicates that consumers increasingly expect more integrated support. In Asia, nearly two-thirds (62%) said managing their health can affect their financial situation, while the same proportion (62%) said their financial situation affects their health. The survey also found strong demand for a more integrated approach: nearly three-quarters (72%) want support that considers their health, financial and protection needs together rather than separately. This is considerably higher than in North America, where fewer than half (47%) said they wanted integrated support, and above the global average of 65%.
“Across Asia, people are living longer, building more wealth and managing increasingly interconnected financial needs,” David Broom said. “As those needs become more complex, clients are looking for simpler, more connected ways to manage them. By bringing together our expertise in insurance, wealth management and financial advice, we provide connected support to help clients make decisions with greater confidence and build a stronger financial future.”
While the Sun Life brand is changing, its commitment to its Purpose remains the same. The refreshed brand will express that commitment through a more modern and consistent experience of Sun Life worldwide. The rollout will take place in stages across markets, businesses and client touchpoints, beginning with high-impact channels such as digital and those involving direct client interactions. During the transition, people may see both the old and new Sun Life brands across different touchpoints.
Learn more about the refreshed Sun Life brand, including its new logo, slogan and brand story, at sunlife.com/ourbrand.
About Sun Life
Sun Life is a leading international financial services organisation providing asset management, wealth management, insurance and health solutions to individual and institutional clients. It operates in markets around the world, including Canada, the US, the UK, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As at 30 June 2026, Sun Life had C$1.70 trillion in assets under management. For more information, visit www.sunlife.com.
Sun Life Financial Inc. shares are listed on the Toronto Stock Exchange (TSX), the New York Stock Exchange (NYSE) and the Philippine Stock Exchange (PSE) under the ticker symbol SLF.
About Sun Life’s global research
Sun Life’s global research surveyed more than 8,800 adults in Canada, the United States, Hong Kong, the Philippines, Vietnam, Indonesia, Malaysia and Singapore. Conducted online by Earnscliffe on behalf of Sun Life in September 2026, the research examined how people manage their health and financial lives and the support they need to prepare for the future. Around 1,000 respondents were surveyed in each market, with results weighted to reflect national population profiles by age, gender and region.
Note to editors: All figures are in Canadian dollars.