AdminSun Life Malaysia has announced the appointment of renowned Malaysian celebrity Alif Satar as its brand ambassador for 2025. The partnership aims to further the company’s mission of empowering Malaysians with essential financial and Takaful knowledge, particularly in the areas of legacy planning and family financial stability.
The collaboration is an extension of Sun Life Malaysia’s successful InsureLit Campaign, which made significant strides in 2024 by engaging diverse communities through innovative educational tools, including financial literacy roadshows, interactive board games, and a dedicated award for women’s financial empowerment.
“Alif Satar reflects the values that define Sun Life Malaysia – the commitment to building resilient families, entrepreneurship, and financial responsibility,” said Raymond Lew, President and Country Head of Sun Life Malaysia. “With his influence and genuine connection to Malaysians, we are confident that Alif will inspire people nationwide to take ownership of their financial journeys and build meaningful legacies.”
Alif Satar’s Role in Elevating Takaful Literacy
Alif Satar, a well-respected singer, actor, and entrepreneur, brings a relatable and inspiring voice to Sun Life Malaysia’s financial literacy initiatives. As a father and business owner, his personal experiences in financial planning align with the company’s goal of increasing awareness of insurance and Takaful products.
Beyond being the face of the campaign, Alif will actively participate in initiatives to raise the bar of Takaful literacy among Malaysians. This includes featuring in the upcoming Takaful 101 video series, a digital content initiative that educates Malaysians on how Takaful can help secure financial legacies.
“As a father, my top priority is ensuring a secure future for my family, and as an entrepreneur, I believe financial literacy is not just important – it’s the foundation for building and sustaining business success,” Alif Satar said. “I’m proud to partner with Sun Life Malaysia to help more Malaysians make informed financial decisions and secure brighter futures for their loved ones.”
The Success of Sun Life Malaysia’s InsureLit Campaign
In 2024, Sun Life Malaysia’s InsureLit Campaign set a new benchmark in financial education, reaching nearly 5,000 Malaysians through its diverse range of programmes, including:
- Financial Literacy Board Game – Developed in collaboration with Wealth of Life Children, the game introduced students to financial principles in an engaging manner.
- School Outreach Programme – Over 1,087 students aged 9-11 participated in workshops and boardgame sessions focused on earning, saving, and protecting wealth.
- National Roadshows – Malaysians in Johor, Penang, Putrajaya, and Puchong gained hands-on experience with financial literacy tools and consultations.
- Sun in the City Wellness Festival – A two-day event promoting financial, physical, and mental wellness, featuring 14 partners and 350 registered participants.
- Women’s Financial Empowerment Initiatives – A dedicated award to promote financial confidence among women.
- Educational Content – Articles, podcasts, and videos focused on financial awareness and security.
Bridging Malaysia’s Financial Literacy Gap in 2025
Despite the campaign’s impact, a 2024 survey by Sun Life Malaysia, “Insure or Unsure: Sun Life Insurance Literacy Survey,” revealed that only 28% of 1,107 Malaysians surveyed felt confident in their knowledge of insurance and Takaful products. Furthermore, nearly one-third (32%) of Malaysians remain uninsured.
Recognising the gap, Sun Life Malaysia is determined to expand its efforts in 2025, leveraging Alif Satar’s influence to deepen engagement and inspire more Malaysians to embrace financial responsibility.
“Our efforts in 2024 showed the power of creative engagement in promoting financial literacy. However, there is still immense potential to elevate financial literacy among general Malaysians,” Raymond Lew added. “With Alif onboard, we’re confident we can deepen our reach and inspire Malaysians of all ages to embrace financial responsibility. Building on this momentum, the InsureLit campaign is set to create an even greater impact in 2025.”
The enhanced campaign will continue focusing on financial education, legacy planning, and Takaful literacy, ensuring that more Malaysians have access to the knowledge needed to secure their futures and protect their families.
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