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Sun Life Financial SWOT Analysis

Published by MBA Skool Team in Banking & Financial Services category Last Updated: March 30, 2023Read time:

Here is a detailed SWOT analysis of Sun Life Financial covering strengths, weaknesses, opportunities and threats.

Sun Life Financial Strengths

  1. Sun Life ranks on the Forbes Global 2000 list and also Fortune 500 list
  2. Sun Life Financial has a strong presence in investment management with strong assets under management operating in a number of countries
  3. It has expertise in life insurance, asset management and pension
  4. The company’s strong and increasing capital strength has made it resilient to the market developments with a strong balance sheet
  5. Strong legacy since 1865
  6. International operations in more than 15 countries

Above are the strengths in the SWOT Analysis of Sun Life Financial. The strengths of Sun Life Financial looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Sun Life Financial Weaknesses

  1. The company is highly dependent on the American market for generating its profits
  2. Weaker cost structure as compared to competitors

These were the weaknesses in the Sun Life Financial SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Sun Life Financial Opportunities

  1. The ageing population in the American market poses a huge opportunity for the retirement market.
  2. The company has been focusing on its core businesses in order to avoid any fluctuations in the financial markets affecting it.
  3. The company finds great opportunity in the Chinese and Indian insurance market

Above we covered the opportunities in Sun Life Financial SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Sun Life Financial Threats

  1. There is an increase in strictness in the regulatory compliance and complexity in the US market leading to increase in costs.
  2. The subprime crisis has resulted in a low policy interest rate environment.
  3. There is going to be a likely increase in competition for capital for the company due to Solvency II adoption.

The threats in the SWOT Analysis of Sun Life Financial are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Sun Life Financial SWOT analysis.

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About Sun Life Financial

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Sun Life Financial Overview
Parent Company

Sun Life Financial, Inc.




Banking & Financial Services

Tagline/ Slogan

An international leader in protection and wealth management services, dedicated to helping customers achieve lifetime financial security


Leading international financial services company, building on our strengths for 150 years

Sun Life Financial STP

Life insurance, Pensions, and Asset management

Target Market

Individuals, Families, Companies, Pension funds, Institutions


committed to the highest standards of business ethics and good governance

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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