Sunlife Unveils New Global Brand

16 Oct 2026

New logo, Sunlife name and Making life brighter tagline reflect the evolution of the global organisation and its commitment to Clients

• New logo modernises Sunlife’s sun globe design, creating a more distinctive look for an increasingly digital world.
• Sunlife as one word, reflects the broader role the company plays in Clients’ lives today while maintaining its connection to a trusted name.
• New global tagline, Making life brighter, captures Sunlife’s commitment to helping Clients move forward with confidence.

Kuala Lumpur – October 16, 2026 – 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’s refreshed brand marks an important step in how we show up for Clients in Malaysia,” said Ho Teck Seng, President and Country Head, Sunlife Malaysia. “As Malaysians navigate rising living costs, longer life expectancy and increasingly complex financial decisions, they are looking for a trusted partner that can support them in a more connected and meaningful way. Our refreshed identity reinforces our commitment to helping Clients build lifetime financial security and live healthier lives, while continuing to bring brighter, more accessible and more relevant solutions to the Malaysian market.”

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 Asia, nearly two-thirds (62%) say managing their health can affect their financial situation, while the same proportion (62%) say their financial situation has an impact on their health. The survey also highlights strong demand for a more integrated approach, with nearly three-quarters (72%) 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%.

“For Malaysians, financial resilience is about connecting protection, health, retirement and wealth planning in a more meaningful way. Through our insurance and takaful capabilities, we want to help more Clients make confident decisions and build a brighter future,” said Ho.

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, at https://sunlife.co/ournewbrand

About Sun Life Malaysia

Sun Life Malaysia (Sun Life Malaysia Assurance Berhad and Sun Life Malaysia Takaful Berhad) is a 
joint venture by Sun Life Assurance Company of Canada and Khazanah Nasional Berhad.
 
As a life insurance provider and a family takaful operator, Sun Life Malaysia offers a comprehensive 
range of products and services to Malaysians nationwide and is committed to helping Clients achieve 
lifetime financial security and live healthier lives. Sun Life Malaysia distributes its products through a 
range of channels, including bancassurance and bancatakaful, agency force, direct marketing and 
telemarketing, corporate and government business and e-distribution.
 
Sun Life Assurance Company of Canada is a principal operating life insurance subsidiary of Sun Life 
Financial Inc., a leading international financial services organisation providing insurance, wealth and 
asset management solutions to individual and corporate Clients. Sun Life has operations in a number 
of markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, 
the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda.  
As of December 31, 2025, Sun Life had total assets under management of $1.60 trillion. For more 
information, please visit www.sunlife.com.
 
Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock 
exchanges under the ticker symbol SLF.

For more information, please visit www.sunlifemalaysia.com.