Segment: Annuities
Publication date: Thursday, February 25, 2010
# Pages: (36 pages)

Abstract | Table of Contents

This report reviews the website offerings of Sun Life Financial, the newest Annuity Monitor firm. Our assessment of the firm’s online presence focused on three key areas:

• Public Website
• Private Website
• Advisor Website

Sun Life Financial’s website offerings leave a lot of room for improvement. The public and private websites were particularly unimpressive, featuring poor navigational structures and, in many cases, an absence of sufficient detail.

The public website lacked detailed product information and annuity education content. Individual product pages were not offered for the firm’s annuity offerings and annuity education was limited to a single page containing general information about features and product types. Fortunately, ample product literature and a thorough forms wizard are made available publicly, providing some value to prospective investors.

Although the firm provides clients with sufficient contract and performance data online, a disorganized navigation structure and layout reduce the effectiveness of the private website. Multiple navigation menus make finding specific client content a confusing endeavor, while the poor spacing and small font size on the account information display hurts overall readability.

The advisor website was the best of the firm’s websites, featuring a strong navigational structure and a good selection of sales materials. Key advisor resources are easily accessible from the main navigation menu and homepage links upon login. A large quantity of sales campaign materials are made available online and the firm also provides advisors with a user-friendly literature order system.

Subjects

Website Reviews/Company Reviews

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