Consumers are in the driver’s seat with the launch of a new online program that allows them to choose an advisor who meets their individual financial needs.

Sun Life Financial’s new Advisor Match website allows Canadians to input information that can make a difference when it comes to their relationship with an advisor.

“Through focus groups, consumers told us that the recent recession has changed what they’re looking for from companies they deal with for financial and insurance needs,” says Lori Bak, vice president, marketing, Sun Life Financial Canada. “We listened to Canadians and built an online resource based on what they told us was important to them when it comes to finding an advisor.”

Research indicates that age, gender and language preferences are significant factors for a successful advisor relationship. Based on this and additional criteria, Advisor Match provides up to 12 potential advisor candidates and allows customers to decide if they want to contact the advisor of their choice or if they would like the advisor to contact them.

“Everyone’s financial needs are different and we believe that finding a trusted advisor who can understand your particular needs is an important step towards lifetime financial security,” says Kevin Strain, senior vice president, individual insurance and investments, Sun Life Financial Canada. “For clients who want a Sun Life Financial advisor, we’re making it easy for them through our innovative Advisor Match site.”

Sun Life says all of the participating advisors in the program hold their life licence, the majority hold their mutual fund licence and all are experienced in helping provide financial solutions to clients at any age and any life stage.

The program has representatives from 349 communities across Canada from Victoria, British Columbia, to Whitehorse, Yukon, to St. John’s, Newfoundland.

More than 50 different languages are spoken by Sun Life Financial advisors, and 38% speak more than one language.

Sun Life Financial’s new television and online advertising campaign has also launched, reinforcing the importance of making the right connection with an advisor focused on each customer’s specific needs.

IE