Sun Life is refreshing its global brand identity, changing its brand name presentation from “Sun Life” to “Sunlife” and introducing a new tagline, “Making life brighter.”
The rebrand reflects the company’s evolution and broader capabilities across insurance, wealth, health, and asset management, while retaining its focus on helping clients build financial security and lead healthier lives.
For more than 160 years, Sunlife has served clients across major life stages, from protecting families and managing health to saving for retirement and building wealth. Its refreshed identity is intended to present a more unified and modern expression of the business as it continues to respond to changing client needs.
In the Philippines, Sun Life traces its operations to 1895, making it the country’s first and longest-standing life insurer. It has since expanded beyond life insurance to offer financial planning, investment and wealth-management products, and health solutions.
The Philippine business has also expanded across financial services through Sun Life Asset Management Company Inc. and other businesses. In 2025, Sun Life of Canada (Philippines) Inc. retained its position as the country’s No. 1 life insurer by total premium income, reporting ₱61.8 billion and more than 6.2 million clients across its Philippine businesses, according to the company.
“Our refreshed brand reflects the company we are today and the future we’re building for tomorrow,” Kevin Strain, Sunlife’s president and chief executive officer, said in a message to clients.
The company said the changes include a new logo and visual identity, with the rollout taking place across its websites, apps, communications, and offices. The refreshed look is part of a broader effort to bring the company’s different businesses and capabilities under a more consistent global identity.
Strain said the company’s purpose remains centered on helping clients navigate an increasingly complex world, particularly as people face changing financial, health, and personal circumstances.
“For more than 160 years, one thing has remained constant: our commitment to being a trusted partner, helping you navigate a changing world and move forward with confidence,” he said.
That continuity is also reflected in how the rebrand affects existing customers. The company said the changes are primarily about how the brand is presented and do not alter customers’ existing relationships with Sunlife.
The company said the brand refresh does not change existing customer policies, benefits, investments, accounts, or access to services. Existing policy documents and other materials bearing the previous logo remain valid under their existing terms and conditions.
Claims, withdrawals, and other requests already in progress will also continue through the usual processes, and customers do not need to take any action because of the rebrand.
The transition will happen gradually, meaning customers may see both the previous and refreshed logos during the rollout. The company said this is expected as its new identity is introduced across different customer touchpoints, including digital platforms, physical locations, and communications.
For customers, the gradual transition means the appearance of Sunlife’s branding may vary for a period while the new identity is implemented. However, the company emphasized that the underlying products, services, and customer arrangements remain unchanged.
The company is also reminding customers to remain alert to fraudsters who may use the brand transition to impersonate Sunlife and request personal or financial information.
Customers should continue using the company’s official channels when checking account information or responding to communications related to their policies and investments. The warning is particularly relevant during a brand transition, when customers may receive legitimate messages featuring unfamiliar logos, designs, or other visual elements.
The new tagline, “Making life brighter,” is intended to capture the company’s approach to its role as a financial and health partner.
“To us, ‘Making life brighter’ means helping make life’s challenges feel more manageable, life’s decisions feel clearer, and life’s opportunities feel more within reach,” Strain said.
The tagline builds on the company’s positioning as a partner that goes beyond traditional insurance, reflecting its presence across insurance, wealth, health, and asset management. It also reinforces the company’s emphasis on helping clients make decisions at different points in their lives.
Sunlife said the refreshed brand builds on its investments in technology and expanded capabilities while aiming to deliver more connected and personalized experiences for clients.
The company’s updated identity comes as financial services providers increasingly seek to combine traditional products with digital tools and broader financial and health solutions.
For Sunlife, the rebrand provides a way to present those offerings under a single, more contemporary identity while maintaining the trust associated with its long operating history.
While the visual identity is changing, the company said its underlying purpose and commitment to clients remain the same—a distinction it is emphasizing as the new brand rolls out across markets.
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