July 27, 2009

Sun Life Financial Wins Best of Show, Two Additional Awards in 2009 Insurance and Financial Communicators Association Contest

Wellesley, MA (July 27, 2009) - The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) today announced that its Annuities marketing materials won three awards in the 2009 Insurance and Financial Communicators Association (IFCA) Annual Awards Competition. Sun Life's honors included Best of Show for its "IRA Rollover Client Seminar," and two Awards of Excellence for its "Retirement Blueprint" kit and "Retirement Survival" campaign. Awards will be presented on September 15, 2009 at the IFCA Annual Conference in St. Louis.

"We are excited to be recognized by the Insurance and Financial Communicators Association for our comprehensive marketing communications programs," said Terry Mullen, President, Sun Life Financial Distributors. "Market conditions have posed many challenges for our customers, and we are pleased to provide our producers with award-winning marketing materials that clearly communicate the benefits of guaranteed retirement income solutions."

Receiving Best of Show, Sun Life's "IRA Rollover" client seminar helps financial advisors with strategies for converting IRA savings to a retirement income stream. It includes a complete seminar program with key materials available for printing straight from a CD. Sun Life also received two Awards of Excellence. The first for its "Retirement Blueprint" kit, a program designed to help advisors build their businesses by enhancing their income planning skills, and engaging clients in the retirement income conversation and planning process. A second Award of Excellence recognized Sun Life's upcoming "Retirement Survival" campaign, which dispels common myths about variable annuities and presents them as a viable retirement survival solution to today's economic challenges.

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 March 31, 2009, the Sun Life Financial group of companies had total assets under management of US $297.5 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

About IFCA

The Insurance & Financial Communicators Association is an international organization dedicated to the ongoing professional development of its members in life insurance and related financial services communications. For more information, please visit

Jennifer Posterro
Sun Life Financial