Client experience

Enhancing the Client experience at every touchpoint.

Today’s consumers want easy and personalized service from a company that they can trust. By providing relevant options that make health and wealth decisions simple, we help Clients gain confidence in the services they are receiving.

Our approach

We put meeting Clients’ evolving expectations at the centre of everything we do. Whether that means helping them make informed health and financial decisions, plan for retirement and protect themselves from unexpected events, our focus is on the positive impact we have on our Clients' lives. We aim to deliver simple, caring and connected experiences through clear communications, convenient processes and fair, timely support.

Encountering pain points in the Client experience provides us with valuable opportunities to connect with those we serve and improve our service.

By combining personalized support with comprehensive digital solutions, we can create meaningful connections that attract and retain Clients while reinforcing confidence in every interaction.

We discuss related efforts in the Innovation and technology section.

We communicate with our Clients in the ways that work best for them. We do this through advisors, in person, by phone and email, videoconference, and across our digital apps and social media channels.

We continuously improve how we communicate with our Clients and anticipate their needs. We use plain language across our business to help Clients easily understand our materials, plans and products. Our commitment to plain language supports clearer conversations and empowers our Clients to make confident, informed decisions.

To learn more, read our case study, “Words Matter”.

We are committed to putting Clients at the centre when designing, marketing and distributing our products and services. We strive for accuracy and full transparency in our advertising and sales materials, to ensure our Clients have the information they need to make informed decisions. Everyone at Sun Life shares the responsibility to consider our Clients’ interests throughout the product life cycle and ensure our offerings deliver fair value to them.

Our compensation, commission and incentive structures are built to help encourage good sales practices.

We strive to communicate in ways that are easy to understand and which aren’t misleading. We want our Clients and potential Clients to know the key facts (including benefits, risks and costs) to make informed decisions that best fit their needs.

Learn more about how we help ensure the fair treatment of our Clients in our Code of Conduct.

Client problems and concerns are opportunities for us to learn and improve. Across Sun Life, we have clear channels to receive complaints, including over the phone, by email and online.

In Canada, when our Clients come to us with a problem, we acknowledge it within one business day. We give our Clients a clear resolution timeframe and strive to resolve their problem within 20 calendar days. If we can’t, we make it easy for our Clients by proactively engaging our Client Advocacy team. Client Advocacy is the highest level of escalation at Sun Life.

We measure our success in delivering a great Client experience through several metrics, including:

  • Client Satisfaction (CSAT): This metric measures the holistic experience that Clients have with Sun Life.
  • Client impact outcomes: At the beginning of the year, each business is responsible for identifying and committing to measurable Client outcomes. This emphasis on outcomes ensures a strong focus on service delivery.

These two metrics are factored into our annual incentive compensation. We also monitor Client join-and-leave rates, complaints and problem resolution results.

We engage with our Clients to capture their feedback at specific moments along their journey. This allows us to get input about onboarding and claims experiences, call centre and digital interactions, and other points of contact with Sun Life employees, advisors and services.

2025 Highlights 

  • Increased global Client Satisfaction score by +3 points1.
  • Improved digital offerings to provide faster, smoother experiences for Clients globally.
  • Partnered with Empathy to offer bereavement support for eligible Canadian life insurance beneficiaries and their families.
  • Expanded virtual care through Lumino Health to deliver a more integrated experience to Clients in Canada.
  • Partnered with Pasito's AI-powered platform to deliver personalized benefits guidance across 200+ payroll providers, helping members choose plans that fit their needs and budgets while driving better engagement.

Learn more about our progress and performance in our 2025 Sustainability Report.

Recognition

Trusted Brand Awards

Sun Life Philippines has been recognized by the Trusted Brand Awards for 16 consecutive years, receiving the highest recognition, the Platinum Award for life insurance, for the past 8 years.

More resources

Explore more sustainability topics

Sustainability topics

We’re focused on taking action on 16 priority sustainability topics that our stakeholders identify as most important and that we believe have the biggest impact on our business.

Back to sustainability topics

Climate resilience

Building long-term organizational resilience to climate impacts will enable us to deliver on our Purpose to help Clients achieve lifetime financial security and live healthier lives.

Next topic: Climate resilience

1 Excludes SLC Fixed Income, U.S. (In-force Management), Asia (High Net Worth and Regional Office) and Corporate Support. Includes Asia Joint Venture (Malaysia).