Sun Life Financial unveils refreshed global brand

Sun Life Financial Inc. has announced a refreshed global brand to reflect its expansion beyond traditional life insurance into asset management, health, and wealth services. The rebranding includes transitioning the company name to the single word ‘Sunlife’, introducing a new global tagline, ‘Making life brighter’, and modernizing its sun globe logo into a simplified design optimized for digital platforms.

CEO Kevin Strain stated the change is intended to align the brand with the company’s purpose and ambition for its next chapter of growth. The company noted significant expansion in Asia, where Sunlife Asia serves over 30 million clients across eight markets. Research cited by the company indicates a growing consumer demand for integrated support; in the Philippines, 67% of respondents noted a link between managing health and financial situations.