Prime Highlights-
- Sun Life rebrands globally as Sunlife with a new logo and the tagline Making life brighter across all its markets.
- Sunlife’s global rebrand leaves Phoenix Group’s UK SunLife brand and its customers unaffected, as the two businesses operate independently.
Key Facts-
- Sunlife will roll out its new identity in phases, starting with digital and client-facing channels.
- Research across eight markets shows 61 percent rate illness and accident protection as very important.
Background-
Canadian financial services group Sun Life has rebranded globally as Sunlife, merging its name into one word and adopting a new logo and the tagline “Making life brighter.”
The Toronto-based group operates separately from SunLife, the UK brand known for over-50s life insurance, equity release and guaranteed plans. Phoenix Group owns that brand, and it runs independently in the UK market. The rebrand does not affect SunLife or its UK customers.
The two names share a history. Sun Life of Canada ran a UK subsidiary for more than a century before selling its UK life and pensions business to Phoenix. The Canadian group continues UK activity through its asset management businesses, MFS and SLC Management.
Sunlife said the change reflects its growth beyond life insurance into asset management, health, wealth and insurance. The new logo gives its sun globe design a simpler, modern look built for digital use.
The rollout will move in phases across markets, starting with digital and client-facing channels, so customers may see both old and new branding during the transition.
President and Chief Executive Kevin Strain said one clear global identity will deepen client relationships, serve more client needs and open new growth opportunities.
Research released with the rebrand covers eight markets. It shows 61 percent rate protection against illness or accident costs as very important, while 33 percent hold a full plan. In addition, 75 percent said trustworthy planning advice would boost their confidence.
