Sun Life Philippines pushes for a purpose-driven agency force in the digital era

The insurer shared the sheer importance of having the right balance between customer and clientele.

In an age marked by rapid digital transformation, Sun Life Philippines shared its commitment to its core mission by nurturing a purpose-driven agency force. The company believes that while technology can enhance efficiency and reach, it's the unwavering dedication to serving Filipinos that remains at the heart of their business.

Speaking at the 2023 Insurance Asia forum in Manila is Sun Life Philippines’ Al Quitangon, chief distribution officer, emphasising the country’s evolving landscape in recent years. 

The insurance industry has adapted swiftly to the pandemic's challenges, leveraging digital capabilities. However, Quitangon emphasised that "going digital" transcends mere technological adoption; it's an opportunity to touch more Filipino lives through life insurance.

Sun Life's core purpose revolves around helping Filipinos achieve lifetime financial security and live healthier lives. This purpose is instilled in their agency force from the very beginning, Quitangon said. 

The company's values, known as "most respected advisor," underpin traits like caring, professionalism, winning, and inspiring, aiming to create lifelong partnerships with clients.

What fuels this purpose-driven force?

To maintain a purpose-driven agency, Sun Life Philippines utilises several strategies. 

First, they focus on sharing the stories of their advisors' impact. Amidst the daily hustle and bustle, it's easy for advisors to get lost in their tasks. By showcasing the meaningful impact they have on clients' lives, Sun Life said it inspires its agency force to stay dedicated.

Continuous learning is another cornerstone of their strategy. Advisors must remain empowered to empower clients, the insurer expressed. Sun Life offers ongoing educational opportunities to ensure its advisors stay ahead in an evolving industry and counter rising threats like financial scams.

Moreover, Sun Life encourages its agency force to give back to the community through corporate social responsibility initiatives. This not only fulfils the advisors but also strengthens their connection to the company's values and advocacy.

Giving back to the advisors

Celebrating achievements is another important aspect of Sun Life's approach. Advisors' hard work is recognized and rewarded, ranging from small prizes to grand incentives. Personalised recognition and appreciation foster a sense of belonging and motivation.

The company emphasised that its core focus remains on the clients, and this client-centric approach is their "family DNA." This commitment to serving clients, regardless of digital advancements, underscored Sun Life's enduring values.

Quitangon also shared a personal journey within the company, highlighting the transformation from viewing Sun Life as a job to a profound understanding of the insurance industry's power to change lives. This story reflects the journey of many advisors, reinforcing their commitment to Sun Life's mission.

While digital tools and innovation play a vital role in their success, the unwavering dedication to their mission and the Filipino people is their driving force.