Sun Life to strengthen presence in Visayas and Mindanao

Sun Life of Canada Philippines President Alex Narciso

Sun Life of Canada (Philippines), Inc., the first and longest standing life insurance company in the Philippines, is eyeing an expanded presence in Visayas and Mindanao in the next three to five years.

The company plans to open additional offices in various regions as well as grow its number of financial advisors.

“Acquiring new clients while also deepening our relationship with the ones we are currently serving both lead towards our vision of a brighter future for more Filipinos,” Sun Life President Alex Narciso said. “And with a stronger presence in Visayas and Mindanao, we will be in a better position to make this happen.”

Welcoming millennials and Gen Z advisors into the fold

To acquire new clients, Sun Life will bolster its recruitment of more financial advisors. “Not only will this ensure that there will be more champions of the company’s purpose, this will also provide career and business options for those who may have been displaced by the economic impact of the pandemic,” Narciso said.

Sun Life has been seeing a “younging” of its agency force in Visayas and Mindanao in recent years, with 75% of advisors now millennials and Gen Zs. “This has allowed us to reach out to the younger generation of Filipinos and build the foundation of a lifetime partnership with them,” Narciso said. “We’re excited to further expand this demographic.”

Those who wish to learn more about how to become an advisor can drop by a Sun Life office near them or visit

Serving generations, focusing on segments

Meanwhile, to deepen its relationships with existing clients, Sun Life has designed a client journey anchored on the four pillars of financial security: liquidity, health and protection, wealth accumulation, and wealth transfer.

Priority segments have also been identified, and these include Business Owners, Employees and Professionals, High Net Worth clients, and Overseas Filipinos who are currently in the Philippines. The company has developed specialized programs and solutions to meet their goals and specific needs.

These efforts are complemented by the company’s digital transformation, which has not only made transactions more convenient but has also resulted in more opportunities for engagement.

“We are committed to offering our clients the best experience possible, so we can earn the privilege of being their partner for life. A foremost example of this is the Sy Family of Cagayan de Oro and Iligan, which has been a Sun Life client for six generations now,” Narciso said. “We wish to have the same lifetime relationship with more Filipino families.”

To connect with a Sun Life advisor, one may visit

Now on its 128th year, Sun Life is the Number 1 life insurance company in the Philippines for the past 11 years in terms of total premium income. The company has also been recognized in the Trusted Brand Awards, where it was honored with the Platinum Award for being voted by consumers as a brand that demonstrates trustworthiness and credibility, quality, value, understanding of customer needs, innovation, and social responsibility.

About Nonoy Taclino

Nonoy Taclino is a pioneer blogger and social media manager in Iloilo, with 15 years of experience under his belt.

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