Sun Life Financial Introduces Enhanced Executive Bonus Marketing Program for Business Owners

Business Wire, March 25, 2008

WELLESLEY, Mass. -- The U.S. Individual Insurance Division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) today announced several enhancements to its Executive Bonus Marketing Program, including a new Business Owner Guide and an updated CE-Approved "Reward to Retain" training presentation. This innovative marketing program is designed to provide financial advisors with the necessary tools to help business owners remain competitive and help recruit and retain top talent.

Retaining key employees and executives is essential in today's economy. A business can be negatively affected when key employees move to competitors for compensation and retirement benefit reasons, such as supplemental income benefit plans.

"The presence and influence of economic pressures on jobs and salaries make executive benefit plans crucial in recruiting and retaining key employees," said Janice A. Forgays, Esq., CLU, Vice President, Advanced Markets of Sun Life Assurance Company of Canada (U.S.). "The Sun Life Financial Executive Bonus Marketing Program provides producers with the tools necessary to effectively work with business owners to implement these plans that are so critical to the long term success of their businesses."

Finding a cost-effective benefit option to meet the objectives of the business as well as those of key employees can be a key competitive differentiator. For further information, contact Sun Life Financial's Advanced Markets Group at 1-800-432-1102, ext. 1846, 1756, 1838, or Case Design at ext. 2450 or 1817.

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of December 31, 2007 the Sun Life Financial group of companies had total assets under management of US $426.8 billion.

Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. Visit Sun Life Financial's website at www.sunlife-usa.com.

SLPC 18598 (3/08)

Exp. 3/09