Sun Life Partners with The Hang Seng University of Hong Kong to Launch a Unique Intermediaries Training Programme

Comprehensive Support for Employers and Employees Transitioning to eMPF Platform

[June 19, 2025 – Hong Kong] Under the guidance of the Mandatory Provident Fund Schemes Authority, MPF trustees and schemes have been progressively onboarding to the eMPF Platform since June last year. As the third largest MPF service provider in Hong Kong, Sun Life has proactively prepared for this transition and is pleased to introduce the theme "Leading the MPF SUN Generation", which anchored in three strategic pillars "S.U.N.", representing: “S – Smooth”  - ensuring a smooth transition to eMPF platform, “U - Unique” – offering a unique intermediary training program and “N – New-Gen” – delivering new-gen MPF value-added services. Together, these initiatives aim to support both employers and employees throughout the transformation journey towards eMPF.

Sun Life is committed to driving innovation through cutting-edge technology, while also investing in talent development. In a pioneering move, Sun Life partners with the Institute of Knowledge Exchange (IKE) of The Hang Seng University of Hong Kong (HSUHK) to tailor-made a unique training programme for its MPF intermediaries. Led by Dr. Li Chan Wing, a seasoned lecturer at the university, the programme covers practical knowledge and skills such as eMPF functionality, registration procedures and hands-on usage tips. The curriculum also incorporates psychological concepts to help intermediaries better understand and response to emotional challenges that members and employers may face during this significant transition.

Rainbow Pan, General Manager, Wealth & Pension of Sun Life Hong Kong Limited, said: "The launch of eMPF platform marks one of the most significant reforms in the MPF System’s 25-year history. Employers and members need to familiarise themselves with the operation of the platform and understand the migration process, making Client-centric support more crucial than ever. As the third largest MPF service provider in Hong Kong¹, Sun Life remains steadfast in our Client-first commitment. We are fully dedicated to supporting employers and employees throughout this transition and achieve our goal of ‘Leading the SUN Generation.’ The ‘S -Smooth’ pillar of our strategy reflects our commitment to ensuring a smooth transition. We have launched various online seminars for different stages, targeting the needs during preparation, initiation, and post-platform operation phases. Through regular eDM communication and a dedicated eMPF webpage, we keep our Clients informed with the latest updates and key reminders. Moreover, we will continue to provide  existing online services, such as account overview, quarterly MPF balance SMS service, as well as maintain non-eMPF administrative support via our customer service centre."

Gabriel Cheung, Head of Business Development, Wealth & Pensions of Sun Life Hong Kong Limited, added - "Our financial advisors have long been our cornerstone of Sun Life’s leadership in the MPF industry. We are not only committed to cultivating their professional capabilities but also to supporting their psychological impacts as they navigate industry changes. This unique (U - Unique) MPF intermediary training programme, jointly launched with the Institute of Knowledge Exchange of The Hang Seng University of Hong Kong , is the first of its kind in Hong Kong. By adopting the 2CM communication framework and persona positioning analysis, the programme empowers advisors to better understand the nature of change and uncover new perspectives. It equips them to identify Clients’ needs more effectively, provide timely and empathetic support, creating a win-win to both Clients and the advisory team."

Ada Kung, Chief Investment Strategist of Sun Life Asset Management (Hong Kong), noted that: "Following the onboarding to the eMPF, administrative work will be centrally managed, allowing us to focus more on delivering new-gen (N- New-Gen) value-added services that are both innovative and personalized. Our asset management team will continue to provide members with professional insights based on global economic trends and the latest market development, including market outlook and analyses. We will also strengthen investor education by hosting regular seminars to enhance their investment knowledge and confidence. Additionally, our smart investment tool - MPF Navigator², helps members better understand their investment preferences and risk tolerance, obtain personalised ‘reference investment portfolio’, as well as leverage the build-in calculator to assess their retirement needs and budgeting goals."