Only 24% have met an advisor, though 75% say trusted advice would boost confidence
Nearly two-thirds of people surveyed in eight markets want support that treats their health, finances and protection as connected. Yet only about a third have full plans for protecting against illness or securing their family’s future, according to new research from Sunlife.
The company, formerly Sun Life, released the findings Thursday alongside a new global brand. The online survey, conducted by Earnscliffe from Sept. 10 to 25, covered adults in Canada, the United States, Hong Kong, the Philippines, Vietnam, Indonesia, Malaysia and Singapore. Each market had at least 1,000 respondents.
On average, 52% said managing their finances is more complicated than it was five years ago, and 51% said the same of managing their health. About 61% said their health can affect their financial situation, while 59% said their finances can affect their health. In total, 65% want integrated support.
“This research shows that clients want us to understand the full picture and make it easier for them to act,” said Kevin Strain, president and CEO of Sunlife. “Helping people close the gap between intention and action is at the heart of our purpose of helping clients build lifetime financial security and lead healthier lives. It is also central to how we will grow our business.”
Priorities outpace plans
The widest gap involved caregiving. While 57% said having the means to care for an aging or sick relative is very important, only 27% have a full plan. For retirement, 56% called a plan very important, but 31% have one.
Legacy planning showed a similar split. About 59% said leaving a secure financial future for their family is very important, and 53% believe they are on track. But 37% have named account or insurance beneficiaries, 26% have drafted a will and 24% have met with a financial advisor.
Sunlife said the findings suggest people need “clearer information, trusted advice and practical support” to turn priorities into plans. Some 75% said access to trustworthy financial planning advice would increase their confidence, and 71% said simpler money management would. For advisors, those figures point to everyday conversations, such as beneficiary reviews, will referrals and caregiving-cost planning, that many clients have yet to start.
Other research shows similar patterns. A Trust & Will survey of 5,000 US adults in early 2026 found 56% had no estate planning documents, even though 73% said planning is personally important, 24/7 Wall St. reported. In Canada, an earlier RBC Insurance survey found just 15% of Canadians had a plan to transfer assets to loved ones, rising to 24% among retirees.
Sunlife said the moments people feel least prepared for often cut across several parts of life. An unexpected illness can affect income and savings, and caring for a family member can create both health and financial pressures.
Brand change and survey limits
Sunlife said its new one-word name, logo and “Making life brighter” tagline will roll out gradually, so both logos may appear during the transition. The company said clients will keep the same advisors, representatives and teams. It said the update does not change coverage, accounts, fees or pricing.
“People know what matters to them. We make it easier for them to act,” said Chris Hewitt, senior vice-president and global chief client experience and marketing officer. “By bringing more of Sunlife together around each Client, we can help connect the different parts of their lives and give them greater clarity and confidence to move forward.”
The samples were drawn from online panels and are non-probability samples. The margins of error, ranging from 2.45 to 3.10 percentage points, are therefore given for comparison only. Topline figures are averages across countries and are not weighted by population.
Sunlife reported $1.70 trillion in assets under management as of June 30.
