Sun Life 2010 Annual Report Download - page 15

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11Sun Life Financial Inc. Annual Report 2010
SLF U.S.
Sun Life U.S. is a leading provider of annuities, life insurance and group benefits. We are
focused on delivering sustainable results, while providing customer-centric solutions to baby
boomers, small-to mid-size business owners, employees and affluent individuals. Central to
our strategy is a disciplined approach to risk management, strong distribution relationships
and operational efficiency.
2011 Priorities
Drive sustainable and profitable organic growth by developing innovative solutions that
satisfy consumer needs while effectively managing risk.
Pursue top-line growth in Individual Life and Annuities by developing stronger
relationships with key third-party distributors, increasing our advisor base and
continuing to improve wholesaler productivity.
Build on the success of our specialized Employee Benefits Group distribution model and
continue to strengthen our presence in the voluntary and small business markets.
Strengthen our U.S. brand presence by bringing greater emphasis to advertising,
community initiatives and integrated marketing.
Maintain focus on effective risk management and continuous improvements in
operational efficiency.
We will DELIVER sustainable
and profitable growth