Cover Sun Life Philippines CEO and country head JJ Moreno shares how the financial institution functions through trust (Photo: courtesy of Sun Life Philippines)
Sun Life Philippines CEO and country head JJ Moreno shares how the financial institution functions through trust (Photo: courtesy of Sun Life Philippines)
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Sun Life Philippines
Sun Life Philippines country head and CEO JJ Moreno shares how trust, transparency and transformation are essential traits for the more than a century-old financial institution
Stepping into his new role as Sun Life Philippines’ country head and CEO, JJ Moreno is looking to steer the financial institution into the future. This is easier said than done; the increasingly digital age has allowed for far more opportunities for transformation and innovation. But these advantages come with its own set of hurdles and challenges. To navigate this ever-changing landscape and evolving realities, Moreno doesn’t lean on speed nor scale alone, but on the fundamental value of trust.
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Above JJ Moreno takes on the reins of Sun Life Philippines as its newest country head and CEO (Photo: courtesy of Sun Life Philippines)
JJ Moreno takes on the reins of Sun Life Philippines as its newest country head and CEO (Photo: courtesy of Sun Life Philippines)
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“It starts with leadership grounded in purpose,” Moreno says. Taking on the reins of Sun Life Philippines last April, there is a great weight of responsibility and duty to the clients under its fold. “I want to ensure that every decision we make is aligned with why we exist as a company: to help Filipinos achieve lifetime financial security and live healthier lives.” This standard, of course, is not only for the advisors. He holds the same expectations at all levels, from marketing, sales, operations and more. If everyone does their part, Moreno believes that everything else will follow.
“I think, for many Filipinos, insurance is still seen as something optional–something you get to later, rather than something you need now,” Moreno muses. He acknowledges that it is something intangible. Its effects are not immediately apparent, compared to, say, a new car or home. Its benefits are seen much later down the line, when it is needed most. “At its core, insurance is about love, responsibility and preparation,” he adds. “It’s about making sure that the people who matter most to you are protected, no matter what happens.”
Above Moreno speaks at the Sun Life Polo Cup Invitational (Photo: courtesy of Sun Life Philippines)
Moreno speaks at the Sun Life Polo Cup Invitational (Photo: courtesy of Sun Life Philippines)
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“We have to build trust and simplify the experience,” Moreno elaborates. “For many, insurance feels complicated or overwhelming. If we can make it easier to understand, easier to access and more transparent, we remove a lot of that hesitation.”
To this end, Moreno has committed to completely transforming the client journey with Sun Life Philippines through improved digital platforms and advisory services. The country, after all, has a huge online market through which each individual can be reached. “We’re investing more in digital capabilities so clients can do their own research, explore options at their own pace and engage with us when they’re ready,” he explains. “At the same time, we continue to strengthen the role of our advisors, because ultimately, Sun Life is built on trust and human relationships.”
Above Moreno at the sidelines of the Sun Life Polo Cup Invitational (Photo: courtesy of Sun Life Philippines)
Moreno at the sidelines of the Sun Life Polo Cup Invitational (Photo: courtesy of Sun Life Philippines)
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Sun Life’s legacy is built upon 131 years of consistency and trust. Few entities can survive over a century of existence, and even fewer can claim to remain at the forefront of the industry. “As expectations evolve, trust will depend not just on what we offer,” Moreno expounds, “but how we deliver it. By standing grounded in our purpose, continuing to innovate responsibly and always putting our clients at the centre, we are building relationships that can stand the test of time.”
To learn more about Sun Life Philippines, visit sunlife.com.ph. Stay updated by following Sun Life PH on Facebook, Instagram and TikTok.
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Tobias wants to write things that make people think, laugh, and reflect. He’s especially proud when he can sneak in a cheeky pop-culture reference or a pun in his titles and articles.
He possesses a deep love of history, resulting from years of books, games, and museum visits. It was this fascination with the human endeavour that fostered his love of writing, spanning genres, tones, and moods. He one day hopes to write a novel—he just hasn't decided on a genre yet. A certified homebody, you'll often find him on the computer he built himself, binge-watching Seinfeld or House, playing his favourite gacha game, or reading a book.
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Tobias is a features writer that specialises in branded content. Reach out to him at tobias.tomas@tatlerasia.com.
