The shift reflects the evolving needs and expectations of its clientele.
Sun Life Financial Inc. announced its new branding as “Sunlife”, changing its global tagline to “Making life brighter” and its logo design on 16 October.
The insurer said the change caters to the company’s growing identity that has expanded across eight markets and grown across asset management, health, wealth, and insurance.
The new branding combined their original Sun Life name into one word and modernised their sun globe logo into a simplified yellow circle, which the insurer said optimises their presence in the digital world.
President and CEO of Sunlife, Kevin Strain, said that its new branding is a step forward in supporting its clients’ needs as it evolves beyond life insurance.
New global research from Sunlife showed a growing expectation among consumers for integrated support.
In the Philippines, 67% say managing their health can affect their financial situation. The same proportion say that their financial situation impacts their health.
Seventy-six percent of clients want support that combines health, finances, and protection — significantly higher in Asia than in North America (47%) and globally (65%).