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November 01, 2010

Sun Life Financial launches “YOU” enrollment campaign for employees

November 1, 2010 – Wellesley Hills, MA —The Employee Benefits Group division of Sun Life Financial, Inc. (NYSE:SLF, TSX:SLF) today announced the launch of the “YOU” enrollment marketing campaign created to help employers educate and engage their employees during voluntary benefit enrollments.

The campaign’s theme, “It’s time for you to take control of your benefits,” is designed to present product features and benefits to employees in plain language, free of acronyms and insurance jargon. ”We’re excited to launch this new campaign for our voluntary employee benefits products. This is a great way to extend our brand by more clearly demonstrating benefit choices and the value of these benefits to employers and employees," said Ann Powell Hibbard, assistant vice president, U.S. Marketing.  "This campaign provides an avenue for us to show employees that it’s easier to make voluntary benefit decisions with Sun Life as a partner.”

In addition to the new campaign, Sun Life ramped up enrollment efforts by expanding their enrollment organization, enhancing on-line enrollment, personalizing enrollment booklets, and conducting their second annual voluntary enrollment survey. The Voluntary Benefits: Key Factors Influencing Employee’s Choices Study examines employees’ decision-making process when electing voluntary benefits at work. Results of the study showed that the more time employees spend reviewing and understanding benefits information, the more likely they are to purchase the benefit. In addition, employees are more likely to enroll in a plan when there’s a face-to-face experience with an enroller. For a copy of the findings, visit www.sunliferesearch.com.

“Voluntary benefits are essential to a strong personal financial plan,” said Michael E. Shunney, general manager and senior vice president of the Employee Benefits Group.  "Based on our research and feedback in the marketplace, it was clear that there is a need to provide tools that employers can use when helping their employees make sound financial decisions for themselves and their family. We do a great job of educating our brokers and employers. Now, it’s time to make benefits decisions easy for our customers’ employees. Our goal is to help them enroll in products they understand, value, and that fit their lifestyle. This also helps employees appreciate the benefits their employers provide and can have an impact on overall employee satisfaction."

Sun Life offers a full range of voluntary products to employer groups including life, accidental death and dismemberment, short- and long-term disability, and dental.

Group insurance policies are underwritten by Sun Life Assurance Company of Canada (Wellesley Hills, MA) in all states, except New York. In New York, group insurance policies are underwritten by Sun Life Insurance and Annuity Company of New York (New York, NY). Group insurance policies are underwritten by Sun Life and Health Insurance Company (U.S.) (Wellesley Hills, MA) in all states.

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, 2010, the Sun Life Financial group of companies had total assets under management of $407.8 billion. For more information please visit www.sunlife.com/us.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.

Media Contact

Alexi Maravel
Sun Life Financial
AVP Communications
(781) 446-1624
Alexi.Maravel@sunlife.com

SLPC 22630 11/2/10 (exp. 2/2/2011)