Advisors Perception of product manufacturers’ brand – Manulife vs Sun Life

CREDO foresees a future that will see Advisors’ product shelf access come at a premium.
As a result, we consider it increasingly important for brands to understand the quality of their respective brand and its attributes with the Advisory channel.
In the absence of meaningful differentiation depicted below, the question one might ask is: are Advisors really seeing these two brands as indistinguishable from one another?

We look forward with interest to the results for 2021, to provide us with a sense as to whether one or the other of these two Lifecos was able to better support Advisors through the COVID19 pandemic, alongside with any changes in the brand’s relative attribute.

(The Credo Study 2020, March 2020, 850 respondents)