•  logo modernizes Sunlife’s sun globe design, creating a more distinctive visual identity amidst an increasingly digital world.
• Sunlife as one word reflects the company's evolution into a unified global brand and the broader role it plays in Clients’ lives today while maintaining trust associated with its heritage.
• New global tagline, Making life brighter, captures Sunlife’s commitment to helping Clients build lifetime financial security and lead healthier lives.

HONG KONG – (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. Hong Kong has been an important part of that growth story, with Sunlife today serving one in seven people in the city[1] and ranking as Hong Kong’s third-largest MPF service provider[2].

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 has been rooted in Hong Kong for nearly 135 years, and we're proud of the trust generations of Clients have placed in us," said Clement Lam, CEO, Sun Life Hong Kong Limited. "As we approach this important milestone, it's a natural moment to reflect on how we've grown alongside Hong Kong and reaffirm our commitment to the people and communities of Hong Kong. This refresh is not about changing who we are. It's about ensuring our brand reflects who we are today and the future we're helping our Clients build. While our look is changing, our Purpose remains the same: helping Clients build lifetime financial security and lead healthier lives. We look forward to continuing to support Hong Kong people through the opportunities and challenges that lie ahead."

The refreshed Sunlife brand comes at a time when health and financial resilience are increasingly intertwined for people in Hong Kong. New global research from Sunlife shows that more than half (57%) of Hong Kong respondents say managing their health can affect their finances, while the same proportion say their financial situation has an impact on their health. Nearly two-thirds (64%) would prefer solutions that address their health, financial and protection needs together, highlighting growing demand for more holistic solutions.

“In Hong Kong, people are preparing for longer retirements, managing rising healthcare needs and navigating increasingly complex financial decisions. Our refreshed brand reflects how we are evolving to better support these changing needs. By bringing together our expertise across protection, health, wealth and advice, we aim to help Clients navigate the future with greater confidence and build brighter futures for themselves and their families," said Luzanne Chong, Chief Client and Marketing Officer, Sun Life Hong Kong Limited.

While Sunlife's visual identity is evolving, its commitment to Clients remains unchanged. The refreshed brand will be introduced gradually across Hong Kong throughout 2027 and beyond. During the transition, Clients may continue to see both the current and refreshed Sunlife branding across products, communications, digital channels and physical touchpoints.

Learn more about Sunlife's refreshed brand, including its new logo, tagline and brand story, at Sunlife.com.

1. As of May 1, 2026, this includes life insurance and pensions Clients.

2. Based on assets under management. Source: Mercer MPF Market Shares Report (June 30, 2026). MPF refers to Mandatory Provident Fund.

About Sunlife

Sunlife is a leading international financial services organization providing asset management, wealth, insurance and health solutions to individual and institutional Clients. Sunlife has operations in a number of markets worldwide, including Canada, the U.S., the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of June 30, 2026, Sunlife had total assets under management of $1.70 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. Sun Life Financial Inc. is the holding company of Sun Life Assurance Company of Canada. Sun Life Hong Kong Limited (incorporated in Bermuda with limited liability) is a wholly-owned subsidiary of Sun Life Assurance Company of Canada and operates in Hong Kong.

About Sunlife global research

Sunlife's global research surveyed more than 8,800 adults across Canada, the United States, Hong Kong, the Philippines, Vietnam, Indonesia, Malaysia and Singapore. Conducted online by Earnscliffe on behalf of Sunlife in September 2026, the study examined how people are navigating their health and financial lives and the support they need to prepare for the future. Approximately 1,000 respondents were surveyed in each market, with results weighted to reflect national population profiles by age, gender and region.

Note to editors: All figures in Canadian dollars.