Nobody could have predicted a global pandemic would break out in 2020. In an increasingly complex world beset by market volatility and economic uncertainty, nobody can predict the future. For Asia’s fast-growing class of High Net Worth (HNW) individuals, insulating their wealth from these uncertainties is central to passing on their hard-earned financial legacy. 

With more than 150 years of history, Canadian insurance firm Sun Life brings its long years of experience to Singapore. Catering to HNW  and ultra-high net worth  (UHNW) individuals with diverse wealth management needs, Sun Life Assurance Company of Canada Singapore Branch (“Sun Life Singapore”), established in May 2020, seeks to provide the highest levels of insurance service to the  growing HNW population.

“Our vision is to become a trusted partner, providing HNW and UHNW clients with comprehensive and dynamic product solutions that meet their needs to preserve, grow and transfer wealth for generations and beyond,” declares Belinda Au, Chief Executive Officer of Sun Life Singapore. “Sun Life has more than a century of experience in Asia and has over 25 years of experience in international life insurance business. I am confident that Singaporeans can be rest assured that their wealth is in safe hands.” 

Over its long and illustrious history, Sun Life has won a reputation for strength and reliability. Winston Churchill’s government used a secret vault three floors beneath Sun Life’s Montreal building to safeguard securities that helped fund Britain’s war effort. Today, it has offices in 27 markets worldwide, including Hong Kong, the Philippines, Indonesia, India, China, Vietnam, Malaysia, with C$1,304 billion ($1,435 billion) in assets under management. Sun Life Assurance Company of Canada has received an AA rating at S&P and an Aa3 rating from Moody’s.  

Want our latest Singapore corporate news stories for FREE

Follow our Telegram, Facebook for the latest updates round the clock


Key to this reputation is Sun Life’s commitment to do right by its clients. In the topsy-turvy 20th Century that saw two world wars, the Spanish Flu pandemic and the Great Depression, Sun Life has stood by clients through thick and thin. For instance, despite losing all its records after World War II, Sun Life’s Manila branch honoured claim even without proof. 

“The heart of our business is “client for life”.  Consistent with our mission to build wealth beyond generations, we work to build long-term trusted relationships that our clients can count on,” says Au who was formerly General Manager of Distribution and Marketing at Sun Life Hong Kong and has 30 years of experience in the financial services industry. 

This highly client-centric strategy has strongly influenced the design of Sun Life Singapore’s products. “Because clients are at the centre of everything we do, we have listened to our clients and have created Future – S, our first product in Singapore and will uphold the same principles as we take steps to develop a comprehensive product solution for clients,” Au continues. 

Future – S is an insurance solution that helps in wealth preservation, paving the way to a smooth transition of clients’ personal and business assets in this lifetime and generations beyond. It also boasts a high guaranteed cash value at up to 85% of premiums paid. 

Beyond providing quality insurance services, Sun Life believes that looking after a client also involves looking after the world they live in too.  “As a good corporate citizen, we aspire to be a trusted member of the community. We have a long history of corporate social responsibility where we share our wealth and expertise to build a better world,” says Au. Sun Life has been named by Corporate Knights as one of the 100 most sustainable companies in the world twelve years in a row as of 2021.

Shorter after its establishment, Sun Life Singapore has been helping make the future a little less uncertain by helping fight Covid-19. It made a donation to fund IDentif.AI, a project led by scientists at the National University of Singapore’s N.1 Institute for Health. IDentif.AI is an AI-driven platform that can pinpoint the best combination therapy regimens against infectious diseases, which the scientists are now looking to apply to Covid-19. 

Outside of Covid-19, Sun Life has also donated towards fighting chronic diseases like diabetes. Globally, it has committed C$38 million to support diabetes initiatives since 2012. In Singapore, a donation was made to Diabetes Singapore earlier in 2021 to help the community’s “War on Diabetes”.

Says Au, “Sun Life has the ambition to be one of the leading High Net Worth insurance companies in Asia.  The team in Singapore will play a central role in this exciting journey and we look forward to helping more clients meet their life goals and preserve their wealth beyond generations.”  

To find out more and read the important information of Sun Life Singapore, visit for more details.