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Press release from Business Wire

Sun Life Financial Establishes Small Business Center

<p class='bwalignc'> <i>Strategy to strengthen service and standing in small business market</i> </p>

Tuesday, May 29, 2012

Sun Life Financial Establishes Small Business Center10:30 EDT Tuesday, May 29, 2012 WELLESLEY, Mass. (Business Wire) -- The U.S. business group of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF) today launched a dedicated Small Business Center, offering brokers and their clients access to life, disability, and dental products for employee groups with two-to-24 lives. This new center of small business specialists is part of the overall small market strategy Sun Life is implementing to help streamline processes and increase efficiencies with a faster turnaround time from quote to issue. Clients will also have a dedicated account manager for customer service who will provide support at each stage of the relationship. Over 10,000 small business owners have relied on Sun Life for employee benefits. The Small Business Center will provide customers: Access to the same great benefits Sun Life offers to larger companies; such as Life, Accidental Death and Dismemberment (AD&D), Short-Term and Long-Term Disability and Dental 16 Small Business Specialists who are experts on the needs of small employer plans and can turn around a quote to a broker in an expedited fashion A toll-free number, 1-877-736-4731, to reach the dedicated sales team “Small business is big business for us and we are pleased to strengthen our commitment to this market by making it easier for brokers to do business with us,” said Joel Sanders, Sun Life's Vice President of Distribution Support. “Many of the 4.5 million U.S. companies with less than 25 employees have never bought group disability benefits before. By establishing this center, we'll help employers attract and retain employees by giving them access to benefits that help their financial well-being.” 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. In the United States and elsewhere, insurance products are offered by members of the Sun Life Financial group that are insurance companies. Sun Life Financial Inc., the holding company for the Sun Life Financial group of companies, is a public company. It is not an insurance company and does not offer insurance products for sale in the United States or elsewhere, and does not guarantee the obligations of its insurance company subsidiaries. In the United States, Sun Life Financial provides a range of products and services to employers and their employees, including group and voluntary life, disability, dental and stop-loss insurance products. These products are issued by Sun Life Assurance Company of Canada in all states except New York. In New York, these products are issued by Sun Life Insurance and Annuity Company of New York. Product offerings may not be available in all states and may vary depending on state laws and regulations. Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE), and Philippine (PSE) stock exchanges under the ticker symbol SLF. For more information, visit www.sunlife.com/us. SLPC 24250 5/12 (5/17) Sun Life FinancialTim Stone, 781-366-5376tim.stone@sunlife.com