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Sun Life Financial Adds Global Emergency Services Program for Variable Annuity Customers

The U.S. division of Sun Life Financial Inc. (NYSE: SLF, TSX: SLF) announced it has extended its global emergency travel services program for no additional cost to new customers who purchase a Masters® Variable Annuity and their dependents. The Global Emergency Services program available through Assist America connects customers to doctors, hospitals, pharmacies and other services in the event of a medical emergency while traveling.

Sun Lifes research tells us that customers number one plan in retirement is to travel. said Terry Mullen, President, Sun Life Financial Distributors, Inc. Assist Americas Global Emergency Services program provides clients protection from the unexpected while they travel. With assistance available 24 hours a day, 365 days a year, Assist America helps clients receive the best care possible from anywhere in the world.

Assist America provides emergency medical and personal assistance to Sun Life Financial Masters Variable Annuity contract owners who are traveling 100 miles or more away from home. This protection extends to eligible participants, spouses and their dependent minor children when traveling together or separately. Among the benefits of the program are connection to Western-trained, English-speaking physicians, critical care monitoring, legal and interpreter referrals, prescription assistance, emergency evacuation to the nearest capable care facility and foreign hospital admission assistance.

Certain restrictions apply, and this program may be not be available in all states. Sun Life also provides these services through Assist America to its group insurance and life insurance policyholders.

About Sun Life Financial

Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate clients. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China and Bermuda. As of September 30, 2008, the Sun Life Financial group of companies had total assets under management of US $365.6 billion. Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. For more information, visit http://www.sunlife-usa.com.

About Assist America

Assist America is the nation's largest provider of global emergency services through group benefit plans. Assist America protects over 22 million people through more than 250,000 companies and enterprises worldwide. For more information visit http://www.assistamerica.com.

Variable annuities are long-term financial vehicles designed for retirement purposes, and are subject to market fluctuation, investment risk and possible loss of principal. You should consider the investment objectives, risks, charges and expenses of a variable annuity. The prospectus contains this and other important information. Please request a prospectus for the variable annuity product and any underlying investment options from your financial professional. Read all prospectuses carefully before investing or sending money.

Sun Life Financial Masters variable annuities are issued by Sun Life Assurance Company of Canada (U.S.) (Wellesley Hills, MA) in all states except New York. In New York, the contracts are issued by Sun Life Insurance and Annuity Company of New York (New York, NY). All guarantees are based on the claims-paying ability of the issuing company. Variable products are distributed through Sun Life Financial Distributors, Inc. All three companies are members of the Sun Life Financial group of companies.

NOT FDIC/NCUA INSURED MAY LOSE VALUE NO BANK/CREDIT UNION GUARANTEE NOT A DEPOSIT NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY

© 2008 Sun Life Assurance Company of Canada (U.S.). All rights reserved. Sun Life Financial and the globe symbol are registered trademarks of Sun Life Assurance Company of Canada.

SLPC 19603 (11/08)

Exp. 11/09

Contacts:

Sun Life Financial
Jennifer Posterro, 781-446-1964
jennifer.posterro@sunlife.com

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