Landmark Sunlife global research finds 65% of people want connected support across their health, finances and protection as navigating these needs has become increasingly complex

More than half of those surveyed say managing their finances (52%) and health (51%) is more complicated than it was five years ago. While 61% say protecting against the costs of an unexpected illness or accident is very important to feeling prepared for the future, only 33% have a full plan in place. A similar gap exists around protecting families: 60% consider securing their family's future very important, but just 31% have a full plan.

Sunlife's largest global study of its kind surveyed adults 18+ in eight markets across North America and Asia: Canada, the United States, Hong Kong, the Philippines, Vietnam, Indonesia, Malaysia and Singapore. The findings point to a challenge shared across the globe: people increasingly see their health and financial lives as connected, but many do not have the integrated support or concrete plans they need to prepare for the future.

A cross-country average of two-thirds (61%) agree that managing their health can affect their financial situation, while 59% say their finances can affect their health. Reflecting that connection, 65% want support that considers their health, finances and protection together rather than separately.

"This research shows that Clients want us to understand the full picture and make it easier for them to act," said Kevin Strain, President and CEO, Sunlife. "Helping people close the gap between intention and action is at the heart of our Purpose of helping Clients build lifetime financial security and lead healthier lives. It is also central to how we will grow our business. By helping people prepare for life's most important moments and move forward with confidence, we can earn more of their trust, deepen our relationships and support them throughout their lives. That's what Making life brighter means, and it's what Sunlife is built to do."

The research was released as Sunlife today unveiled its new global brand, including a modernized version of its logo and new tagline, "Making life brighter." Together, the research and brand evolution reflect a clear Client need and business opportunity: to bring Sunlife's strengths across asset management, health, wealth, protection, trusted advice and digital experiences together in more intuitive, connected ways that make it easier for Clients to understand their options, take action and feel supported as their needs evolve.

People know what matters, but need help turning priorities into plans

Across the markets surveyed, protecting against the unexpected ranks among people's most important priorities, but the research reveals a significant gap between what people value and the plans they have in place.

The largest gap relates to caregiving. While 57% say having the financial means and ability to care for an aging or sick family member is very important, only 27% have a full plan in place.

Retirement preparedness presents a similar challenge. More than half (56%) say having a plan for the retirement they want is very important, but only 31% have a full plan.

The findings suggest the challenge is not simply knowing what matters but understanding how to move forward. Many people need greater clarity and support to turn their priorities into action. Across the markets surveyed, 71% say they would feel more confident about the future if managing their finances were simpler, while 75% say access to trustworthy financial planning advice would increase their confidence.

The research also shows a disconnect between the legacy people hope to leave and the planning steps they have taken. Across the eight markets, 59% say leaving a secure financial future for their family is very important. While 53% believe they are on track to leave their family and loved ones with the financial support and resources they want them to have, only 37% have designated account or insurance beneficiaries, 26% have drafted a will and 24% have met with a financial advisor.

Together, the findings show that people have a clear sense of what matters to them, from protecting their health and families to preparing for retirement and leaving a legacy, but many have yet to take the steps needed to feel fully prepared and need clearer information, trusted advice and practical support to understand their options and turn their priorities into plans.

Helping Clients prepare for what comes next

The moments people feel least prepared for often span multiple parts of their lives. An unexpected illness can affect income and savings. Caring for a family member can create both health and financial pressures. Preparing for retirement means planning not only for long-term financial security, but also for changing health needs. And changing markets can affect the investments and institutions people rely on for their financial futures.

"People know what matters to them. We make it easier for them to act," said Chris Hewitt, Senior Vice-President, Global Chief Client Experience and Marketing Officer, Sunlife. "By bringing more of Sunlife together around each Client, we can help connect the different parts of their lives and give them greater clarity and confidence to move forward. Making life brighter is more than a tagline. It's what that commitment looks like in action."

Learn more about Sunlife's refreshed brand, including its new logo, tagline and brand story, at sunlife.com.

About the survey

The results are based on a 15-minute online survey conducted across eight countries by Earnscliffe on behalf of Sunlife from September 10 to 25, 2026, using online panels from Leger and Prodege.

For this survey, Earnscliffe surveyed approximately 1,000 individuals ages 18+ in Canada, the United States, Hong Kong, the Philippines, Vietnam, Indonesia, Malaysia and Singapore. In Canada, the total sample also includes an additional 152 individuals ages 25-44 with household assets exceeding $100,000 and 418 individuals ages 45 to 74 with household assets exceeding $500,000. The data in each country has been weighted to be representative of age, gender and region based on available census data. In Canada, oversample groups were also weighted to be proportionate to the incidence for these groups established in the base general population sample. The exact sample sizes and margin of error for each country are noted below.

The topline statistics presented above reflect the average result for all the countries in which the survey was conducted. These numbers have not been adjusted to the relative population size of each country and are not intended to indicate a total result.

*As the samples are drawn from online panels, they are non-probability samples, and this statistic is presented for comparison purposes only.

Earnscliffe is a member of the Canadian Research Insights Council (CRIC), and this research was conducted in compliance with CRIC standards.

About Sunlife
Sunlife is a leading international financial services organization providing asset management, wealth, insurance and health solutions to individual and institutional Clients. Sunlife has operations in a number of markets worldwide, including Canada, the U.S., the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of June 30, 2026, Sunlife had total assets under management of $1.70 trillion. For more information, please visit www.sunlife.com.

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

Note to editors: All figures in Canadian dollars.

To contact Sunlife media relations, please email [email protected].

SOURCE Sun Life Financial Inc.