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January 14, 2009

Sun Life Financial Wins DALBAR Service Award for Fourth Consecutive Year

Wellesley, MA (January 14, 2009) - The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) received its fourth consecutive DALBAR Financial Intermediary Post-Sale Service Award for 2008, ranking first among all companies in the category. DALBAR, a firm that provides research and ratings on customer satisfaction and service in the financial services industry, annually honors financial companies that consistently exceed industry standards in post-sale servicing for brokers and broker dealers.

"Sun Life continuously works to maintain an exceptional level of customer service, and we are proud to be recognized for these efforts," said John R. Wright, Executive Vice President of Operations. "DALBAR's Post Sale Service Award symbolizes our dedication to all of the brokers, advisors and customers we support."

Winners of the award are determined by findings of the Financial Intermediary Service Quality Evaluations: Post-Sale program, which evaluates and rates a company's service quality for annuity products. For participating companies, DALBAR examines core service areas, such as the competence of telephone representatives, delivered to financial advisors across the United States over a 12-month period. View a complete list of 2008 award recipients at www.dalbarinc.com.

"The achievement of the DALBAR Post Sale Service award requires a high level of skill and dedication to serving the needs of Financial Professionals and reflects an institutional recognition of the importance of superior post sale support," said Csilla von Csiky, Managing Director at DALBAR. "The commitment to providing exceptional service at every turn, particularly in light of the current market conditions, most certainly makes Sun Life Financial a service leader in the financial services industry."

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 September 30, 2008, the Sun Life Financial group of companies had total assets under management of US $365.6 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.

About DALBAR


DALBAR, Inc., the nation's leading financial-services market research firm, is committed to raising the standards of excellence in the financial-services industry. With offices in both the US and Canada, DALBAR develops standards for, and provides research, ratings, and rankings of intangible factors to the mutual fund, broker/dealer, discount brokerage, life insurance, and banking industries. They include investor behavior, customer satisfaction, service quality, communications, Internet services, and financial-professional ratings. www.dalbar.com


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

SLPC 19889 (1/09)
Exp. 1/11