David Lim joins Sun Life as Chief Agency Officer, Asia

Sun Life on Friday (30 Aug) announced the appointment of David Lim as its new Chief Agency Officer for Asia, effective from 2 Sep 2024.

Hong Kong-based Lim joins Sun Life after 12 years with Prudential, where he served most recently as Chief Officer for Agency Growth.

In his new role, Lim reports directly to David Broom, Chief Client and Distribution Officer for Asia. He will oversee agency distribution channels and drive growth, focusing on a client-centric model, Sun Life said in its announcement.

He will also lead the delivery of a future-ready agency model, advise on channel growth, provide insights to develop best practices, and foster greater engagement between clients, advisors, and Sun Life, the life insured added.

“David’s extensive experience and leadership will be invaluable as we continue to evolve our agency business,” said Broom. “He will be instrumental in developing a cutting-edge digital agency platform that not only enhances the end-to-end advisor and client experience but also strengthens our connection with the trusted Sun Life brand.”

Lim expressed his enthusiasm for the role, commenting, “I am excited to join Sun Life and contribute to the transformation of our agency business. We have a tremendous opportunity to develop best-in-class distribution models and drive growth through strategic partnerships and digital innovation.”

“I am committed to enhancing the value we provide to our clients and achieving sustainable performance that aligns with our business objectives,” Lim added.