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April 14, 2010

Sun Life Financial Enhances Operational Efficiency While Increasing Charitable Giving

WELLESLEY, Mass., (April 14, 2010) – The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) has improved operational efficiency by launching a new web sales portal for financial professionals who sell the company’s annuities and life insurance products. Additionally, an eDelivery option has been added to give both variable annuity customers and their brokers the opportunity to enroll in electronic delivery of certain account documents.

“This new financial professional portal is another key component to the company’s sales and marketing momentum in the distribution channels,” said Terry Mullen, President of Sun Life Financial Distributors. “We wanted to enhance the advisor web experience, and our new portal is an important destination for client account information, sales and marketing materials, and fund performance.”

To enable brokers and customers while benefiting the environment, Sun Life has released an eDelivery program. By enrolling, customers will no longer receive mailed paper copies of quarterly statements, semi-annual and annual reports, fund prospectuses, and confirmation statements, and instead will receive an email notification when these documents are published to the company’s web site. This initiative, which kicked off in January 2010, is expected to generate more than $350,000 in annual savings. Sun Life Financial will donate $1 to the American Red Cross International Response Fund benefiting disaster relief efforts, including in Haiti and Chile, for each of the first 25,000 customers who enroll by July 31, 2010.  A maximum of $25,000 will be donated.

“Offering eDelivery to our customers is a great accomplishment, and contributes to our goal of operational efficiency,” said Mullen. “This new functionality provides both advisors and customers with greater convenience in accessing their account information, and additionally, contributes to a greater cause–benefiting international earthquake victims.”

Advisors who currently sell Sun Life products or who are interested in learning more about the company are invited to register or visit at www.sunlifesales.com

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 December 31, 2009, the Sun Life Financial group of companies had total assets under management of US $411.2 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.com/us.

About the American Red Cross
The American Red Cross name and emblem are used with its permission, which in no way constitutes an endorsement, express or implied, or any product, service, company, opinion or political position. The American Red Cross logo is a registered trademark owned by the American Red Cross.  For more information about the American Red Cross, please visit www.redcross.org.

Contact:
Kim Ferri
Sun Life Financial
781-416-2184
kimberly.ferri@sunlife.com

SLPC 21716 (04/10)
(Exp. 04/15)