Reasons you should partner with us

The Sun Life Financial brand

We have held a respected and trusted position in the financial services industry for over 150 years. Most importantly, your clients are familiar with Sun Life Financial. In fact, 1 in 5 Canadians already has a relationship with us.

We are among the best known financial brands in Canada and have steadily increased brand awareness with consumers for the past 3 years. The award for the most trusted life insurance brand in Canada by Reader's Digest shows how much Canadians trust us. When you recommend a Sun Life Financial product or service to your clients, you can be confident they'll respond well because of the trust we've built with Canadians.

Sun Life Financial has brought back the art of the relationship. I feel very comfortable knowing that the company I choose to do a great deal of my business with is both financially strong and yet continues to carry the intimacy of a bygone era where the customer comes first.

— Andrew Stevenson
Stevenson Financial Inc., Halifax, Nova Scotia
My typical client has significant net worth. They expect to deal with a financial institution that has the size and strength of Sun Life Financial.

— Hussein Shivji
Shivji Financial, Vancouver, BC
Financial strength and integrity

Independent parties have recognized our organization around the world for its financial strength and sustainability. According to Canadian Business magazine, we have been named the 12th most reputable and highest-ranked insurance company in Canada by the Reputation Institute, the world's leading reputation consulting firm.

Along with that recognition, you can feel good knowing that Sun Life Financial has also been named to the list of the Global 100 Most Sustainable Corporations in the World. Our financial performance proves our strength and analysts agree - we're financially strong.

A full suite of competitive products

Not all clients are the same. You need products that are flexible and can evolve to meet their complex and changing needs. You'll appreciate our competitive pricing and product design and your clients will appreciate the security and flexibility our products offer.

Our product offering is now more comprehensive than ever. From living benefits to guaranteed investment solutions to participating life and universal life, you can be confident we can meet the needs of your clients.

Type Products
Life insurance
  • SunTerm
  • SunUniversalLife
  • Sun Par Protector and Sun Par Accumulator
  • Sun Limited Pay Life
Health insurance
  • Sun Critical Illness Insurance
  • Sun Long Term Care Insurance
  • Personal Health Insurance
  • Health Coverage Choice
Investment products
  • Superflex - Accumulation annuity
  • Payout Annuities
  • SunWise Essential Series of Funds
  • GICs and SunGIC Max
  • Mutual funds
Expert, accessible underwriting

Getting your large and complex cases through underwriting doesn't have to be challenging. As a recognized leader in the industry, Sun Life Financial gives you the advantage of our financial strength and a team of experienced underwriters who look for creative ways to place your cases. Any organization can handle straightforward cases. What sets Sun Life Financial's underwriting team apart is our expertise in complex cases.

Comprehensive sales strategy tools

We realize that a picture is worth a thousand words in the eyes of your clients. That's why we provide you with more tools to create that picture than anyone else.

From marketing materials such as fact sheets and case studies to reference papers and illustration software, we have what you require to do your job well. Best of all, these tools are available whenever you need them, free of charge.

Credible and reliable personal support

We place most of our focus on building and strengthening relationships with advisors like you and we'll go out of our way to exceed your expectations!

Our insurance-focused sales directors and investment-focused sales directors will work with you:

  • to offer information on our products and services
  • on ideas to grow your business
  • on case by case support and guidance

You also have access to a larger support team in living benefits and advanced tax and estate planning. If you have questions that need an immediate answer regarding your business or your clients, please contact us at 1 800 800-4SUN/4786.

VIP treatment via our Strategic Partner Program

You've recognized our organization as a key partner in your business success. Through our Strategic Partner Program, we recognize your efforts as well. Access to a dedicated underwriter, attendance at our regional Practice Development Summits and direct marketing support are just a few examples of how we reward members of this exclusive club.