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September 28, 2009

Sun Life Reports Continued High Demand for Sun Executive Life Insurance Solution Specifically Designed for Small Businesses

Company Introduces New Sales & Marketing Kits to Assist Producers and Clients


Wellesley, MA (Sept. 28, 2009) - The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) today announced that sales for its Sun Executive product, a life insurance solution designed especially to help small businesses with issues like business succession, key person insurance and benefits planning, have risen over 400% for the first half of 2009 compared to the same period last year. Sun Executive offers small business owners and finance officers customized solutions for important financial issues that were previously only available to large businesses.

"Small businesses have to grapple with the same issues involving key employees, business transition and compensation that large businesses do, but Sun Executive is the first solution to these issues created with small businesses in mind," said Janet Whitehouse, SVP and GM of Individual Life Insurance. "Life insurance products are the best way for small businesses to fund these financial and recruiting options, and we have designed Sun Executive in a way that it has little impact on finances. It's one of the best ways a small business owner can address or revisit these important issues."

To assist producers, Sun Life has created two new marketing sales kits to help educate them on the business opportunities for Sun Executive. Steps to Success in the Small Business Market and Business Succession Planning Program both include relevant and easily accessible product solutions, success stories, resource information, and sales tools to help support distribution partners' small business insurance cases from start to finish.

They are designed to help distributors illustrate how Sun Executive can help:
  • Small business owners who need help recruiting, rewarding and retaining executive talent;
  • Small business finance officers who expect a solution with minimal impact on the company's bottom line;
  • Key persons or executives who expect rewards and benefits commensurate with his or her value to the company; and,
  • Producers who seek advice on selling these solutions to the small business market.
  • Producers with questions about Steps to Success or Business Succession Planning Program can contact Sun Life Financial Individual Life Marketing at 800-SUN LIFE, exts. 2471, 1974, or 1930.

About Sun Life Financial


Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of June 30, 2009, the Sun Life Financial group of companies had total assets under management of US $341.9 billion.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. Visit Sun Life Financial's website at www.sunlife-usa.com.

Sun Executive Universal Life Insurance products are issued by Sun Life Assurance Company of Canada (Wellesley Hills, MA) in all states except NY. In New York, these products are issued by Sun Life Insurance and Annuity Company of New York (New York, NY). Sun Executive Variable Universal Life Insurance products are issued by Sun Life Assurance Company of Canada (U.S.), (Wellesley Hills, MA) in all states except NY. In New York, these products are issued by Sun Life Insurance and Annuity Company of New York (New York, NY). Variable products are distributed through Sun Life Financial Distributors, Inc. All guarantees are based on the claims paying ability of the issuing company. All are members of the Sun Life Financial group of companies.

Contact:
Jennifer Posterro
Sun Life Financial
781-446-1964
jennifer.posterro@sunlife.com


SLPC 20955 09/09
Exp. 9/11