Sun Life 2012 Annual Report Download - page 45

To capitalize on these macro trends and the current business environment, we will drive sustainable and profitable organic growth by
focusing on the following components of our strategy:
• Continuing to build industry-leading, customer-centric voluntary benefits capabilities;
• Strengthening our position in group insurance by enhancing our operational and distribution effectiveness and by driving greater
customer engagement;
• Continuing, through our international operation, to sell U.S. dollar-denominated insurance and investment contracts to high net
worth customers; and
• Optimizing the value of our in-force business, with particular emphasis on increasing ROE and reducing earnings volatility through
effective risk and capital management.
MFS Investment Management
Business Profile
MFS, a global asset management firm, offers a comprehensive selection of financial products and services. Drawing on an investment
heritage that emphasizes collaboration and integrity, MFS actively manages assets for retail and institutional investors around the world
through mutual funds, separately managed accounts and retirement plans.
MFS sells its retail products primarily through financial intermediaries. Retail products, such as mutual funds and private portfolios, are
distributed through financial advisors at major wirehouses, regional brokerage firms, independent broker dealers, banks and registered
investment advisors. MFS also manages assets for institutional clients and discretionary managers, including corporate and public
pension plans, defined contribution plans, multi-employer plans, investment authorities and endowments and foundations. Institutional
products are sold by an internal sales force, which is aided by a network of independent consultants. High quality service is delivered
by a dedicated service team.
Strategy
MFS continually strives to deliver superior investment performance and distinctive service to its clients. The core tenets of our
investment approach are a global, collaborative approach to uncover insights through both fundamental and quantitative analysis, and
a disciplined risk management process. MFS also seeks to deepen relationships to become a trusted client partner.
2012 Business Highlights
• AUM exceeded US$300 billion for the first time during 2012, ending the year at a record US$322.8 billion.
• Record gross sales of US$86.3 billion were 51% higher than 2011.
• Record net in-flows of US$29.4 billion surpassed 2011 by over 400%.
• Record operating net income was US$302 million.
• Investment performance continues to be strong across a broad range of products, and is reflected in MFS’ U.S. fund Lipper
rankings. At December 31, 2012, 90% and 88% of MFS’s fund assets ranked in the top half of their respective five- and ten-year
Lipper categories.
• MFS grew its Asia-sourced AUM to US$33 billion from US$22 billion in 2011, and was ranked in Asian Investor’s December 2012
Top 100 Managers issue.
• MFS launched its first global advertising campaign supporting its new brand positioning announced this year.
Management’s Discussion and Analysis Sun Life Financial Inc. Annual Report 2012 43