First of its kind in financial services online program lets you choose your advisor match

TORONTO - 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. Advisor Match is Sun Life Financial's new, unique website service that revolves around the user - see how easy it is to find an advisor who clicks with you.

"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."

Advisor Match is an easy-to-use application that allows Canadians to input information that can make a difference when it comes to their relationship with 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."