The changes reflect the evolution of the global organization and its commitment to customers
Sun Life Financial Inc. (“Sunlife”) unveiled a refreshed global brand, marking a new chapter for the company and reflecting the growing breadth and integration of its business worldwide.
THE BRAND REFRESHED ON A BLACK
- New logo: It modernizes Sunlife’s solar globe design, creating a more distinctive look for an increasingly digital world.
- One-Word Name: Sunlife as one word reflects the broader role the company plays in customers’ lives today while maintaining its association with a trusted name.
- New global tagline: “Making lives brighter” captures Sunlife’s commitment to helping customers move forward with confidence.
WHY THE CHANGE
Sunlife has evolved far 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 customers across eight markets and contributing 18 percent of the Sunlife group’s underlying net income in 2025, up from 15 percent 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 the new global tagline, Making life brighter. The company is also bringing together its global brand name 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 the way Sunlife looks. It’s about building a brand that aligns with our purpose and ambition for the next chapter of our company,” said Kevin Strain, president and CEO of Sunlife. “By bringing the strength of Sunlife together under a clear global identity, we create deeper relationships, serve more of our customers’ needs and unlock new opportunities for growth. That is the opportunity behind this evolution and the future we are building.”
WHAT “MORE THE LIFE BRIGHTER” MEANS
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 customers build lifelong financial security and lead healthier lives. Through trusted advice, solutions and support, Sunlife aims to be an active and trusted partner that helps customers navigate the moments and decisions that shape their lives, or their businesses.
SUNLIFE IN THE PHILIPPINES
“Sunlife has stood by Filipinos since 1895 as the first and longest life insurer in the country,” said JJ Moreno, Country Head and CEO of Sunlife Philippines. “For generations, we’ve helped families protect what’s important, prepare for important milestones and build financial security. Today, that commitment reaches more than 6.2 million clients through our national network of over 22,000 advisors, supported by solutions that span insurance, health, wealth, and wealth management.”
WHAT THE RESEARCH SHOWS
The refreshed Sunlife brand reflects the evolving needs and expectations of customers. New global research from Sunlife highlights a growing expectation among consumers for more integrated support. In the Philippines, more than two-thirds (67 percent) say that managing their health can affect their financial situation, while the same proportion (67 percent) say that 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 per cent) wanting support that considers their health, finances and protection needs together rather than separately. This demand is significantly higher in Asia than in North America, where less than half (47 percent) say they want integrated support, and is also above the global average of 65 percent.
The research surveyed more than 8,800 adults across Canada, the United States, Hong Kong, the Philippines, Vietnam, Indonesia, Malaysia and Singapore. It was conducted online by Earnscliffe on behalf of Sunlife in September 2026, with around 1,000 respondents per market and results weighted to reflect national population profiles by age, gender and region.
“Filipino families are increasingly managing interconnected priorities, from protecting their health and income to financing education, preparing for retirement and passing on an inheritance,” Moreno said. “By combining our global expertise and long local experience with stronger digital capabilities, we can help clients address these needs more holistically, simplify financial decisions and move them into a more secure future.”
WHAT HAPPENS NEXT
While Sunlife’s brand evolves, its commitment to delivering its purpose remains unchanged. The refreshed brand brings 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 customer experiences, starting with high-impact digital and customer-facing channels. During the transition, audiences will be able to see both the previous and refreshed Sunlife branding across various touchpoints.
Learn more about Sunlife’s refreshed brand, including its new logo, tagline, and brand story, here.