HONG KONG – (August 30, 2024) – Sun Life welcomes David Lim as the new Chief Agency Officer for Asia, effective September 2, 2024. Reporting to the Chief Client and Distribution Officer, Asia, Lim will be based in Sun Life’s Asia regional office in Hong Kong. 

As Chief Agency Officer, Lim will lead the delivery of a future-ready agency model leveraging digital platforms to enhance client experience across the Asia businesses. He will also   help advise on channel growth, provide insights to develop best practices, and foster greater engagement between clients, advisors and Sun Life. 

David Broom, Chief Client and Distribution Officer for Asia, commented, "David’s extensive experience and leadership will be invaluable as we continue to evolve our agency business. He will be instrumental in developing a cutting-edge digital agency platform that not only enhances the end-to-end advisor and client experience but also strengthens our connection with the trusted Sun Life brand."

David Lim, commenting on his vision for the role, said "I am excited to join Sun Life and contribute to the transformation of our agency business. We have a tremendous opportunity to develop best-in-class distribution models and drive growth through strategic partnerships and digital innovation. I am committed to enhancing the value we provide to our clients and achieving sustainable performance that aligns with our business objectives."

Lim joins Sun Life from Prudential plc where he has held increasingly senior agency distribution roles since 2012 and was responsible for reforming and enhancing recruitment, digital capabilities and next generation agency. Prior to this, he held various agency management positions in Hong Kong, China, and Singapore.