Sun Life brand makes a comeback

The change will give reassurance to customers by showing the business has a long heritage and is financially stable, AXA says. The AXA Sun Life Direct business will now be known as Sun Life Direct, and its logo will give prominence to the image of the Sun. "We are keen to position our direct business as financially strong with a trusted pedigree developed over many years," says managing director, Mark Howes. "We are keen that our customers see us as a company that appreciates their needs and concerns, and talks to them in a way they understand." Sun Life Direct will also test new se...