Driving client-centric innovation and high-net-worth strategy to redefine the insurance landscape

From cutting-edge digital platforms to bespoke HNW services, Sun Life Hong Kong is redefining client experience and cementing its leadership in life and health insurance.

As Sun Life Hong Kong celebrates its 133rd year of anniversary, the company continues to lead through innovation and client-centric solutions.

Christine Yeung, General Manager, Life and Health, shares how Sun Life is enhancing client experience with powerful digital tools like eSunPro and SunWallet, whilst expanding its high-net-worth ecosystem to meet the growing demand for legacy planning, family office services, and cross-border medical support.

Through a focus on talent development and personalised service, Sun Life is reinforcing its position as Hong Kong’s first multinational life insurer—and as a trusted partner for families navigating today’s complex wealth and health landscapes.

How is Sun Life Hong Kong enhancing its client experience and distribution strategy, and what new initiatives can clients expect?

Christine Yeung: Sun Life Hong Kong is dedicated to elevating client experience through innovative digital solutions and personalised services. Our eSunPro platform and SunWallet provide seamless healthcare and policy management, whilst SunWallet’s multi-currency capabilities— supporting 17 currencies—offer enhanced flexibility for clients.

Our eSunPro platform is an innovative health management solution designed for medical and critical illness policyholders with eligible insurance plans, providing end-to-end support from diagnosis to post-treatment care. Services include free cancer gene testing, 24/7 medical hotlines, cashless payments, mainland companion services, psychological counselling, and pet care. The platform combines advanced medical technology with personalised care, simplifying healthcare access across borders. Additionally, our upgraded cashless arrangement service in Mainland China now covers over 4,200+ designated hospitals, ensuring hassle-free medical access. These advancements, alongside seven value-added medical services, reaffirm our commitment to delivering exceptional client experiences.

How is Sun Life evolving its HNW offerings to meet the changing needs of clients?

Christine Yeung: Sun Life continues to enhance its High Net Worth (HNW) product offerings, adapting to evolving client needs. We actively support the family office value-added service ecosystem, providing premium value-added services for wealth inheritance, including global tax consultation, trust structuring, and family governance, ensuring ultra-HNW families receive bespoke financial planning.

Our HNW ecosystem provides value-added services across seven key areas, including global tax consultation referrals, business and personal legal advisory referrals, trust and company secretary services referrals, immigration and overseas education advisory referrals, professional directorship services referrals, family office structure consultation referrals, and assistance in drafting an enduring power of attorney referrals.

As the first multinational life insurer in Hong Kong, how does Sun Life maintain its leadership in such a competitive industry?

Christine Yeung: Continuous investment in people is essential to building long-term brand credibility and sustaining industry leadership.

To achieve this, Sun Life Hong Kong has established the Sun Life Training Academy, featuring two major academies and seven specialised divisions to foster professional growth at all career stages. We place financial advisor training and development as our top priority, recognising the high standards required to serve the high-net-worth market. Our monthly training programmes ensure advisors continually refine their expertise and deliver exceptional service to clients.

By focussing on high-net-worth solutions, including wealth succession and family office value-added services, we ensure Sun Life remains a trusted industry leader. Anticipating market trends and prioritising client needs will continue to drive meaningful impact.