Information about the Company and Brand
Sun Life Philippines (Sun Life) was established in 1895 by Canadabased insurer Sun Life and was the first life insurance company in the Philippines. Today, at 127 years old, it is one of the largest and most stable insurers in the country because of the mutual trust and enduring partnership it has forged with Filipinos. It has even led to Sun Life’s leadership position in the industry, where it has been No. 1 for the past 11 years.Brand Elements
Over the years, Sun Life has evolved into a diversified financial services institution with the following businesses: Sun Life Asset Management Company, Inc. (SLAMCI), Sun Life Grepa Financial, Inc. (SLGFI), and Sun Life Investment Management and Trust Corporation (SLIMTC). Meanwhile, Sun Life Financial Philippines Foundation, Inc. is its philanthropic arm. Sun Life remains committed to its purpose of helping Filipinos achieve lifetime financial security and live healthier lives.Sun Life. Your Partner for Life.
Inspiring Identity
Sun Life’s commitment has led the company to pioneer the first multimedia financial literacy campaign in the Philippines and continues to own the advocacy today. In fact, the company went on to position itself as a Partner for Life – one that clients can rely on in every stage of their financial journey so they can achieve a brighter future.To ensure that this is clearly exemplified by the brand, Sun Life listens to clients by infusing consumer insights into campaigns, engages them in every platform possible such as social media and online tools, innovates through creative executions such as escape rooms and short films, and collaborates with individuals (opinion leaders, celebrity ambassadors) and organizations (media, agencies) that will further its cause.
Achievements and Impact
All of Sun Life’s branding efforts have led to incredible achievements, where it has significantly increased brand awareness and become the top-of-mind brand of Filipinos, has been recognized many times over as a trusted brand, and contributed to achieving and sustaining industry leadership. Both success and significance have been achieved. However, Sun Life is eager to do more, and this ambition is defined by its sustainability framework goals.The company considers sustainability not merely as an initiative but as a strategic direction. With this, Sun Life embeds sustainability in prioritizing business goals where success is measured through metrics like sales, growth, or expansion. The buy-in of clients, advisors, employees, and even the communities is important, as it has the power to make the various initiatives a reality not just in the present but more so in the future. Recognizing this, Sun Life strives to deepen its relationships with its stakeholders through programs that are not only engaging but also meaningful and impactful.
Future Direction
With the United Nations’ Sustainable Development Goals (SDG) as a guide, Sun Life has identified the following priorities: Promoting Financial Security, Fostering Healthier Lives, Advancing Sustainable Investing, Operating as a Trusted & Responsible Business, and Uplifting Communities.By focusing on these areas, Sun Life aims to be more intentional about driving positive social impact while also creating competitive advantages for its business amid the evolving environment.
To embed sustainability in its governance, Sun Life also established a Sustainability Steering Committee composed of its top executives, with the CEO himself, Benedict Sison, as Chief Sustainability Officer. The Philippines is poised to achieve economic growth in the next few years, with its young working population, rising consumer confidence, digital adaption, and growing appreciation for financial services, Sun Life is ready to rise to the occasion and be the Filipinos’ Partner for Life to a brighter future.
BRAND MILESTONES
