High-Net-Worth insurance in Asia is changing as consumer needs evolve, and Sun Life is leading the transformation.
Building on its legacy as the pioneer in Asian high-net-worth (HNW) insurance since the 1990s, Sun Life Singapore has been awarded the Best High-Net-Worth Insurer title at the Asia Consumer Insurance Awards 2025, cementing its mark as a leader in the sector.
Operating as part of a unified business with Hong Kong and Bermuda-based Sun Life International, the Singapore office has leveraged cross-market synergies to pioneer innovative solutions for Asia’s UHNWIs and HNWIs since 2020. The alignment has proven successful in developing market-leading products, strengthening underwriting capabilities, and advancing technological infrastructure.
The company raises the bar through strong distribution partnerships and service delivery. It has established a comprehensive B2B distribution network encompassing international broker intermediaries, and local financial advisory firms, and is expanding into family offices, and external asset management companies. This way, Sun Life Singapore ensures clients get access to specialised advisory expertise and customised insurance solutions tailored to their unique financial objectives.
Leading the company’s product innovation are two key products – SunBrilliance Whole Life and SunBrilliance Indexed Universal Life II.
SunBrilliance Whole Life insurance solution fills a critical market gap identified in the Sun Life Asia Financial Resilience Index 2024. Its research revealed that only 24% of high-income respondents in Singapore plan their finances beyond a five-year horizon, highlighting the need for sophisticated wealth transfer and legacy planning solutions. Across the broader Asia-Pacific region, between 2023 and 2030, UHNW and HNW families are set to experience an intergenerational wealth transfer estimated at US$5.8 trillion according to McKinsey report. This presents abundant opportunities for insurance solutions that help these families with their wealth transition needs.
SunBrilliance Whole Life meets these needs by offering multiple death benefit options that provide clients greater flexibility in wealth transfer planning, while coverage extension through Sun MultiX Lifetime allows policyholders to adjust expiry age based on their life stage and legacy planning needs. Additionally, a unique philanthropic component (Sun Life Singapore Philanthropic Pledge) allocates 0.5% of premiums (capped at US$20,000 per policy) to local charitable causes.
The award-winning SunBrilliance Indexed Universal Life insurance solution also reinforces the success of the insurer’s market strategy, having garnered eight product innovation awards since its 2023 launch to 2024. The innovative product combines legacy planning with growth potential by tracking the S&P 500 index while maintaining downside protection through a 0% floor rate. SunBrilliance Indexed Universal Life has been enhanced to SunBrilliance Indexed Universal Life II in 2025 with greater benefits for clients.
Sun Life’s market-leading offerings aim to meet rising consumer demand for flexible, sophisticated insurance products that form part of their wealth portfolio to fulfil their legacy and wealth accumulation aspirations.
