Incoming Sun Life CEO JJ Moreno eyes digital innovation as client expectations evolve

MANILA, Philippines — Sun Life Philippines is preparing to usher in a new era of leadership as JJ Moreno gets ready to step into the role of CEO and Country Head.

This transition comes at a time when the country’s longest-standing life insurer continues to navigate a changing financial and operating landscape, marked by evolving client expectations and rapid digital adoption. As Sun Life positions itself for its next phase, the company remains anchored on scale, stability and a leadership shift that signals continuity with a renewed sense of direction.

Sun Life’s premium income reached P61.81 billion in 2025, unaudited figures from the Insurance Commission showed. However, its net income slipped by 4.3 percent to P10.23 billion last year.

Moreno, who will take the reins from Benedict Sison beginning in April, said he has big shoes to fill.

But the incoming chief added that he is ready to bring his own flavor to the role, aiming to complement and build on the foundation already laid.

”What will change are the ways of working. There will be certain things that will be emphasized. First is digital and innovation,” Moreno said.

“I have a tech background and a retail background. There is going to be that flavor that you’re going to get,” he added.

Outlining his goals, Moreno added that his term would focus on meeting sales targets, expanding the financial advisor force, boosting productivity and accelerating the use of artificial intelligence (AI) combined with human expertise.

”It is unrealistic for us to believe that we can continue operating without fully embracing and accepting AI. In Sun Life, I am personally overseeing our AI and data strategy,” he said.

Moreno said that the most critical shift insurers must brace for in the years ahead is not technology, regulation or competition but client behavior.

Client behavior is the real force that continues to reshape the insurance industry, he said.

“What do our clients expect today? Immediacy and urgency in service, not endless points. Personalization, not generic offers. Transparency in proposals, not complexity and relevance, not just protection,” he said.

In addition, Moreno said insurance is driven more by financial literacy than market sentiment, noting that life insurance penetration remains below two percent because many still view it as a non-essential expense.

“As far as life insurance is concerned, we as an industry –Sun Life also – need to do more and do a better job of really pushing for financial literacy,” he said.

Asked whether rising market volatility could weigh on Sun Life’s investments, Moreno said: “We have a very good investment team, locally, regionally and globally. So, we’re very good.”

“In times like this, you balance your portfolio like local equities, global equities, bonds, local and foreign. You do that (by) balancing different asset classes,” he added.