Sun Life Financial asks - does your advisor revolve around you?

First of its kind in financial services, new online program lets you
    choose your advisor match

TORONTO, Oct. 20 /CNW/ - Consumers are in the driver's seat with the launch of a new online program that allows them to choose an advisor who meets their individual financial needs. Advisor Match is Sun Life Financial's new, unique website service that revolves around the user - see how easy it is to find an advisor who clicks with you.

"Through focus groups, consumers told us that the recent recession has changed what they're looking for from companies they deal with for financial and insurance needs," says Lori Bak, Vice-President, Marketing, Sun Life Financial Canada. "We listened to Canadians and built an online resource based on what they told us was important to them when it comes to finding an advisor."

Advisor Match is an easy-to-use application that allows Canadians to input information that can make a difference when it comes to their relationship with an advisor. Research indicates that age, gender and language preferences are significant factors for a successful advisor relationship. Based on this and additional criteria, Advisor Match provides up to 12 potential advisor candidates and allows customers to decide if they want to contact the advisor of their choice or if they would like the advisor to contact them.

"Everyone's financial needs are different and we believe that finding a trusted advisor who can understand your particular needs is an important step towards lifetime financial security," says Kevin Strain, Senior Vice-President, Individual Insurance and Investments, Sun Life Financial Canada. "For clients who want a Sun Life Financial advisor, we're making it easy for them through our innovative Advisor Match site."

Making the match

    -   Advisor Match is simple and easy to use - in as little as five
        minutes you can have a list of potential matches.
    -   All of the participating advisors hold their life licence, the
        majority hold their mutual fund licence and all are experienced in
        helping provide financial solutions to clients at any age and any
        life stage.
    -   Advisor Match has representatives from 349 communities across Canada
        - from Victoria, British Columbia, to Whitehorse, Yukon, to St.
        John's, Newfoundland.
    -   More than 50 different languages are spoken by Sun Life Financial
        advisors - 38 per cent speak more than one language.
    -   Profiles are available for each potential match, providing additional
        background information to help clients choose the advisor that's
        right for them.
    -   Want your advisor to make a house call? Almost 80 per cent of the
        advisors within Advisor Match will meet you at your home or office if
        that's your preference.

Sun Life Financial's new television and online advertising campaign has also launched, reinforcing the importance of making the right connection with an advisor focused on each customer's specific needs.

Want to learn more or find your match?

    -   Watch how easy it is to find an advisor who clicks with you
    -   Find your match at http://www.sunlife.ca/AdvisorMatch
    -   View Sun Life's new commercial
    -   Access Advisor Match imagery

    Note: if you have difficulty accessing any of the above links, visit
    www.sunlife.ca/AdvisorMatchNewsRelease.

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, 2009, the Sun Life Financial group of companies had total assets under management of CDN$397 billion.

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