For the second consecutive
year, Canadian consumers have named Sun Life Assurance Company of
Canada as the “most trusted brand in life insurance” in a survey
conducted by opinion research firm Harris/Decima on behalf of the
magazine Reader’s Digest.

According to Sun Life, it
ranked higher than 38 other insurers, receiving 14% of unaided
votes in 2011, up from 10% in 2010.

In the poll, respondents were
asked to indicate, unprompted, the company they consider the most
trusted brand for life insurance.

Participants were then asked
to consider whether the brand they were thinking of possessed
several different attributes including superior quality, excellent
value, an understanding of its customer’s needs, and whether they
would recommend the brand to others as an indication of their

“Being recognised for this
award is a strong indication of the integrity of Sun Life’s
business and the faith Canadians place in it as an organisation,”
said Reader’s Digest group director Nancy