Sun Life Financial achieves top score for digital life insurance sales journey

Toronto, ON (Dec. 12, 2016) – Sun Life Assurance Company of Canada today announced it earned the highest overall score in the November 2016 Canadian Life Insurance Digital Sales Functionality Benchmark from Forrester. According to the report, Sun Life leads the field and is the most effective at supporting the needs of clients who prefer to purchase online and those who would rather work with an advisor within the website.

Forrester Research evaluated how well leading Canadian life insurance companies are using digital touchpoints to win new business. Sun Life earned a top score of 75 out of 100 compared to the industry average score of 47 out of 100.

“We feel that this recognition is another example of how Sun Life is committed to creating remarkable digital experiences for our clients,” says Cynthia Stark, VP, Global Digital Strategy, Sun Life. “We know that digital touchpoints are changing how Canadians buy life insurance, which is why we’re striving to meet the demands of our clients at the right time and in the right way.”

Sun Life’s life insurance experience on was evaluated using 35 criteria on desktop, tablet and mobile. The evaluations were categorized into three stages of the client experience journey:

  • Discover: Make it easy for prospects to find relevant coverage details quickly;
  • Explore: Help prospects research and find the right coverage;
  • Buy: Simplify the application and sale.

With a near-perfect score in the Discover stage, the report outlines how Sun Life communicates its strong value proposition, its ability to help clients navigate information to suit their needs and inform their choices, and the support it offers to clients looking for an advisor with a strong advisor locator tool.

Sun Life Assurance Company of Canada is a member of the Sun Life Financial group of companies.

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth products and services to individuals and corporate customers. Sun Life Financial has operations in a number of markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of September 30, 2016, the Sun Life Financial group of companies had total assets under management of $908 billion. For more information please visit

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

All figures in Canadian dollars.

SOURCE: Sun Life Financial