Sun Life Financial Inc. (“Sunlife”) today unveiled a refreshed global brand, marking a new chapter for the company and reflecting the growing breadth and integration of its business worldwide.
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 stood alongside Filipinos since 1895 as the country’s first and longest standing life insurer,” said JJ Moreno, Country Head and CEO of Sunlife Philippines. “Across generations, we have helped families protect what matters, prepare for important milestones and build financial security. Today, that commitment reaches more than 6.2 million Clients through our nationwide network of over 22,000 advisors, supported by solutions spanning insurance, health, wealth, and asset management.”
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 the Philippines, more than two-thirds (67%) say managing their health can affect their financial situation, while the same proportion (67%) say their financial situation has an impact on their health. The survey also highlights strong demand for a more integrated approach, with more than three-quarters (76%) 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%.
“Filipino families are managing increasingly interconnected priorities, from protecting their health and income to funding education, preparing for retirement, and passing on a legacy,” said Moreno. “By combining our global expertise and long local experience with stronger digital capabilities, we can help Clients address those needs more holistically, make financial decisions simpler, and move them towards a more secure 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 here.
