Sun Life Financial Inc (SLF.TO) Buy, Sell or…

Sun Life Financial Inc (SLF.TO)

109.43

-2.19 (1.96%)

as of Jun 19, 2026, 8:00:00 pm Market Open.

523 watching

BUY

Trevor Rose’s Insights - Trevor’s most-liked answers from 5i Research. Strong performance in asset management. Growing profits despite higher mortality rates. Increased dividend by 20%. Premium valuation justified.

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DON'T BUY

SLF vs. MFC vs. TD All financials got beaten up. Issue with banks is potential loan losses, and if it's a deep recession, loan losses can get bigger. A lot of financials can be a black box, and you don't see the damage until it's too late. Impressed by what MFC has done over time, nice dividend yield. All financials are starting to look interesting. Banks look attractive valuation-wise, but he'd wait.

BUY

HOLD

Lifecos are going to benefit from higher interest rates and bond yields. SLF has probably done a better job than MFC over the last decade, but he owns both.

WEAK BUY

Insurance companies as a group are down 20% YTD, while the TSX is down around 12%. Weaker economy hurts. Question is whether it's overly reflected in the sector? GWO tends to trade at a premium, clean earnings. He'd buy the sector, given the nice dividends and low valuations. Second half won't be as bad as the first. He'd go with MFC, trading at 6.5x earnings. Second choice SLF, third GWO.

WEAK BUY

SLF vs. GWO vs. MFC He looks at price to book. MFC is one of the cheapest names out there. GWO is trading at 1.17x, whereas MFC is at 0.87x. SLF is more expensive at 1.4x, but you get the heavier wealth management arm and more exposure to Asia. No issue with GWO, pretty high and secure dividend at 6.3%. On a combination of growth and valuation, he likes MFC more. SLF is on par with GWO as a pick.

HOLD

Financial statements not indicating catalyst for share appreciation. No major problems with company. Is one of the better insurance companies in Canada. Entry into the US market has been good. Rising interest rates is good for insurance business.

BUY ON WEAKNESS

A little more defensive than Manulife. asset management in the U.S.

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BUY

SLF vs. ATD'B ATD is doing very well because oil prices are high. Also, they are on the verge of buying a company. Both add to upside. SLF is the best Canadian insurer, with stable, but slow earnings growth. It will benefit from higher interest rates. Buy and put away and own for the dividend. Shares are down 5-10% from last year's high, so good to enter now.

COMMENT

As interest rates rise, lifecos tend to do better. On the other hand, it is offset by weaker equity markets. It will be choppy. For a trade, you could accumulate here. He owns Manulife instead. Range trade this.

BUY

Interest rates going up is generally good for insurance companies. Extremely well managed. One of his favourites in the industry. He'd recommend it today. Priced at the right level now. Yield of just over 4%.

BUY

Allan Tong’s Discover Picks Rising interest rates are an obvious tailwind for insurance companies. SLF Pays a 3.76% dividend at only a 34.45% payout ratio, and trades at merely 10.51x. Its EPS of $6.67 was 62.72% higher than the previous year and leads its peers; MFC’s EPS is $3.54. Read 4 Promising TSX Stocks for our full analysis.

TOP PICK

Very strong financials and management team. Rising interest rate environment will benefit company. Able to consistently grow earnings above 8-10% goal. Catalyst to increase share price might come from improved USA operations. Expecting dividend increases in the future.

BUY

SLF vs. MFC MFC is cheaper, better yield. Rising rates are good for insurance companies broadly, and MFC in particular. Long-term chart shows it has traded higher under normal interest rates conditions. Mild preference for MFC.

BUY

Life insurance in general is undervalued at 8-10x forward earnings. The players in Canada have strong dividend yields. EM focus in Asia and India. Earnings were somewhat disappointing. But longer term, a reasonable investment. His preference is GWO, with more of a mature market focus. See his Top Picks.

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Sun Life Financial Inc (SLF.TO)