Insurer’s website focuses on client, not product

By Staff | September 19, 2011 | Last updated on September 19, 2011
2 min read

Sun Life Canada today launched a website that encourages Canadians to discuss some of life’s most important issues, from career choices and family matters to staying healthy and keeping up with finances.

Far from the usual marketing pitch that clients might expect, designed as a place for learning, sharing ideas and having conversations about complex issues that go to the heart of building secure, meaningful, healthy futures.

The initiative aims to bring clients together to benefit from each other’s insights, through personal stories and shared experiences. It provides Canadians a social media platform on which to engage, by reading, posing question to the site’s columnists, contributing ideas and experiences, answering poll questions and sharing insights with those who face similar challenges.

Here are some of the ways you can connect with

Tune in to topics: The jargon-free articles and tools on the site tackle top-of-the-mind issues, including money, health, family, working life and retirement.

Check out what others like: The site’s most popular and discussed articles and columns appear on every page, featuring tips and ideas readers can apply today.

Find a solution: There’s a list of tools and calculators aimed at making planning for the future a little more fun and simple. And the ‘Simply Put’ column provides easy-to-understand answers to questions about personal finance.

Interact with experts: Dave Dineen, director, customer insight, Sun Life Financial Canada, shares retirement experiences in his column Dave’s retirement journey; learn how to navigate today’s economy with Kevin Press; and follow Gerald McGroarty as he discusses career and work-life issues in his column ‘Making it work.’

Follow them elsewhere: They’re on Facebook, YouTube and Twitter. You can also subscribe to staff


The staff of have been covering news for financial advisors since 1998.