Sunlife unveils new global brand

Sunlife has evolved well beyond its traditional roots in life insurance, expanding its global reach and capabilities across asset management, health, wealth and insurance. Asia has been an important part of that growth story, with Sunlife Asia now serving more than 30 million Clients across eight markets and contributing 18% of Sunlife's group underlying net income in 2025, up from 15% two years earlier.

The refreshed brand brings the company's identity in line with that transformation through a modernized version of its logo, simplified and optimized for a digital world, alongside a new global tagline, Making life brighter. The company is also bringing its global brand name together as Sunlife, one word. Together, the changes create a more modern, distinctive and consistent expression of Sunlife around the world.

"This is about much more than changing how Sunlife looks. It's about building a brand aligned to our Purpose and ambition for the next chapter of our company," said Kevin Strain, President and Chief Executive Officer, Sunlife. "By bringing the strength of Sunlife together under one clear global identity, we create deeper relationships, serve more of our Clients' needs and unlock new opportunities for growth. That is the opportunity behind this evolution and the future we are building toward."

At the heart of the new brand is Making life brighter, a simple expression of the impact Sunlife strives to have every day. It means helping make important decisions clearer, challenges more manageable and opportunities feel more within reach. It also connects directly to Sunlife's Purpose: helping Clients build lifetime financial security and lead healthier lives. Through trusted advice, solutions and support, Sunlife aims to be an active and trusted partner helping Clients navigate the moments and decisions that shape their lives, or their businesses.

"Sunlife has been part of Asia for more than 130 years, longer than any other global life insurer, and we're proud of the history and connection people have with our brand," said David Broom, Chief Client and Distribution Officer, Sunlife Asia. "Our refreshed Sunlife brand reflects the business we've built in Asia today – one that's more connected, more digital and better positioned to support Clients through every stage of their financial journey."

The refreshed Sunlife brand reflects the evolving needs and expectations of Clients. New global research from Sunlife highlights a growing expectation among consumers for more integrated support. In Asia, nearly two-thirds (62%) say managing their health can affect their financial situation, while the same proportion (62%) say their financial situation has an impact on their health. The survey also highlights strong demand for a more integrated approach, with nearly three-quarters (72%) wanting support that considers their health, finances and protection needs together rather than separately. That demand is significantly higher in Asia than in North America, where fewer than half (47%) say they want integrated support, and is also above the global average of 65%.

"Across Asia, people are living longer, building more wealth and managing increasingly interconnected financial needs," said David Broom. "As those needs become more complex, Clients are looking for simpler, more connected ways to manage them. By bringing together our expertise across insurance, wealth and financial advice, we provide the connected support to help Clients navigate those decisions with greater confidence and build a stronger financial future."

While Sunlife's brand is evolving, its commitment to delivering on its Purpose remains unchanged. The refreshed brand will bring that commitment to life through a more modern and consistent Sunlife experience around the world. It will roll out in phases across global markets, businesses, and Client experiences, beginning with high-impact digital and Client-facing channels. During the transition, audiences may see both the previous and refreshed Sunlife branding across different touchpoints.

Learn more about Sunlife's refreshed brand, including its new logo, tagline and brand story, at sunlife.com/ourbrand

About Sunlife
Sunlife is a leading international financial services organization providing asset management, wealth, insurance and health solutions to individual and institutional Clients. Sunlife has operations in a number of markets worldwide, including Canada, the U.S., the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of June 30, 2026, Sunlife had total assets under management of $1.70 trillion. For more information, please visit www.sunlife.com. 

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF. 

About Sunlife global research
Sunlife's global research surveyed more than 8,800 adults across Canada, the United States, Hong Kong, the Philippines, Vietnam, Indonesia, Malaysia and Singapore. Conducted online by Earnscliffe on behalf of Sunlife in September 2026, the study examined how people are navigating their health and financial lives and the support they need to prepare for the future. Approximately 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 in Canadian dollars.

SOURCE Sun Life Asia