A brighter Sunlife is taking shape

A refreshed expression of our brand and our commitment to Clients.

A message from our President and CEO

Kevin D. Strain

President & Chief Executive Officer

Read a message from Kevin Strain about our brand evolution, and how it supports our commitment to helping Clients build lifetime financial security and lead healthier lives.

What's changing 

Our logo and brand name:
Sun Life is now Sunlife

Our new tagline:
Making life brighter

  • Your products, policies, benefits, investments and services 
  • How you access and manage your accounts 
  • The advisors, representatives and teams who support you
  • Our commitment to helping Clients build lifetime financial security and lead healthier lives 
  • The trusted partnership you expect from Sunlife 

Making life brighter

Our refreshed brand reflects the modern organization we are today and our commitment to being a trusted partner throughout Clients’ journeys.  
We bring together expertise across insurance, wealth, health and asset management to help millions of Clients move forward with confidence.  
As our new brand rolls out, you may see both logos during the transition, but you can continue to count on Sunlife to help make life brighter. 

[Sunlife logo]

[Making life brighter]

[A boy jumps into a pool; holding his breath and swimming below the surface. He and two other children wave to the camera underwater.]

VO: At Sunlife, we want to make life brighter.

[A young woman in white looks up at her partner as an officiant reads during their wedding ceremony.]

[An older couple dances together in their living room.]

[A group of friends play Jenga together and exclaim as the tower falls over.]

[A man kneels in front of a woman in a lush green park, proposing.]

VO: It's a simple goal, but a powerful one, because life isn't always simple.

[A woman stands from sitting on a toilet, holding a pregnancy test she shows to her partner. The two share shocked and excited looks.]

[A man and a woman hold a newborn, lifting them up in a loving embrace.]

[The camera follows a pair of young children as they chase each other around the living room table.]

VO: We make plans, then life changes and the world changes around us.

[A man and woman sit with a laptop in a bright office meeting room and talk indistinctly.]

[The camera follows a pair of running shoes from behind closely as the runner sprints on an outdoor track. The camera switches to a side shot of the young woman running.]

[A man stands with his bike outside, looking down at his phone in his hand.]

[A close shot of an ascending graph chart is in the man's hand.]

VO: How we work, how we care for our health, how we prepare for the future.

[The man is now on his bike and rides it along a path outside.]

[A silhouetted man hikes across a grassy hill, the sun behind him in the sky.]

VO: We understand that.

[The man hiking comes into view. He gazes across the landscape toward the sunset.]

VO: That's why we're evolving, too.

[The camera focuses close on a set of eight birthday candles atop a cake being blown out by a young girl in pigtails.]

[A doctor in a lab coat sitting at a desk speaks indistinctly to a couple sitting across from her.]

VO: Because making life brighter starts with understanding what matters to you.

[A young boy smiles as he looks off screen and puts on a pair of glasses.] 

[A young professional woman walks outside, looking into the distance and behind her.]

VO: Meeting you where you are for whatever comes next.

[The camera follows closely behind a woman in business attire holding a binder and walking through an office.]

[Two sets of business associates are silhouetted in a large boardroom with floor to ceiling windows. The pairs bow to each other in a respectful greeting.]

[A woman smiles wide in a close up shot.]

[An older Asian man and woman sit across from each other on the floor, holding hands and stretching back and forth together.]

VO: Helping you move forward with confidence as an active and trusted partner

[A young woman exercises her arms using battle ropes outside. She takes a break, breathing deeply and smiling at her progress.]

[A woman sorts various sales receipts on the table in front of her.]

[An older man wearing a life vest sits on a moving boat and looks forward.]

VO: Making it easier to lead a healthier life your way.

[A middle-aged woman in workout gear speaks indistinctly to another person with her.]

[An older man and woman stand at a kitchen counter. He pours her a cup of coffee and hands it to her. They smile at one another.]

VO: Making retirement planning fit lives that don't follow a single path.

[A person out of focus places a “We are open” sign on a glass shop door.]

[A young woman gazes in the sunlight out a train window as it moves along.]

VO: Making it easier to focus on what might go right instead of what could go wrong.

[A pair of grandparents sit on a couch in their living room and speak happily to someone on a tablet held by the man.]

[A silhouetted woman puts a hand to her forehead, shielding her eyes, and looks out into the distance with the sunset and ocean behind her.]

[A young boy with braces gazes off screen and smiles widely.]

VO: Because when you have the right partner beside you, the future feels brighter.

[A young woman in the driver’s seat of a car makes a careful turn, a driving instructor in the passenger seat next to her. She partially hits a small pylon in the front, laughs, and reverses.]

[An older Asian woman gazes down at a framed photograph of her family and smiles warmly.]

[A man runs alongside his young daughter on a bike, holding her steady as she goes.]

VO: Not because life is perfect, but because you know you don't have to navigate it alone.

[A young woman wearing a wedding dress and holding a bouquet outside a cathedral twirls in a loving dance with her partner.]

[A man at a dinner table eats using chopsticks. Hands in front of him take food from communal bowls. A woman at the table looks up and laughs.]

VO: A brighter life isn't something you hope for.

[A young black woman laughs heartily at a table with friends.]

[A young couple stands side by side in an empty apartment, looking out a large window and embracing one another.]

[A young woman wearing sunglasses on her head outside stares into the camera, smiling. The shot flips to a young man, also looking into the camera and smiling. And finally, another woman wearing a lab coat smiles into the camera.]

VO: It's something we help build together.

[The sun dot fills the screen and zooms out to show the Sunlife logo and tagline.]

[A single person stands next to a tent at night, just a silhouette, gazing into the dimly lit horizon. The tent is illuminated by warm yellow light from inside.]

VO: Sunlife. Making life brighter

Frequently asked questions

It is a change to our brand, not to your relationship with us. Your products, coverage, benefits, investments, accounts, advice and support continue as usual. 

No. You do not need to take any action because of the brand change. 

No. The brand evolution does not change your existing policy, benefits, investments, account information or access to service. 

Yes. Existing Sunlife-issued documents and materials remain valid during the transition, subject to their normal terms, conditions and expiry dates. 

The logo update and our new positioning is intended to align external understanding with the company Sunlife is today and provide a clearer expression of our Purpose, capabilities and value proposition across insurance, wealth, health and asset management. 

A more consistent global brand can strengthen recognition, differentiation and trust, and make it easier to connect the breadth of our capabilities to Client needs across markets. 

The investment is not expected to be material to Sunlife’s financial performance. Implementation is phased, digital-first, and aligned with planned refresh cycles wherever possible.

We have not materially changed our logo in over 25 years, and strong brands must continue to evolve. We are building on our heritage, not walking away from it, and creating a brand that reflects Sunlife today and supports our future growth. 

Sunlife has evolved into a more diversified, global organization, and Client expectations continue to change. A clearer, more consistent brand helps us communicate our value and compete for the future. 

Read our news release to learn more or contact media.relations@sunlife.com for further information. 

Staying informed and protected

As Sunlife introduces its refreshed brand, you'll begin to see our new logo, tagline and the new presentation of our name across our websites, apps, communications and offices. Because this transition is happening gradually, legitimate Sunlife communications may display either our previous or new logo for a period of time. 

Fraudsters sometimes take advantage of periods of change by impersonating trusted organizations. If anything seems unusual — including unexpected requests for personal, financial or account information — verify it through an official Sunlife channel before responding.

Learn how to protect yourself and report fraud