SunLife reveals Martin Kemp as its new brand ambassador

1 April 2026
2 min read

Over 50s specialist SunLife has revealed musician, actor, DJ, and broadcaster Martin Kemp will be its new brand ambassador, reinforcing their ‘Everyday Confidence’ platform which was launched in 2025.

SunLife's brand platform focuses on warm, human storytelling that champions those in later life feeling more confident due to making good choices for themselves and their families. As a devoted father who works closely alongside his children, Kemp has spoken candidly about planning for later life and the importance of getting your affairs in order.

Commenting on the partnership, Martin Kemp said: “Dealing with a health scare changes you, you start thinking differently about the people you love and what you want to put in place for them. That’s exactly what SunLife is about – giving people the confidence to make good choices for themselves and their families, and I’m proud to be working with them.”

Having faced a serious health scare earlier in his life. Kemp knows first-hand how quickly priorities can shift and why thinking ahead matters. That lived experience gives his role as ambassador a clear purpose.

Victoria Heath, Chief Marketing Officer at SunLife, said: “Martin brings warmth, authenticity and real credibility to our brand. He’s someone who has thought deeply about his family, about planning ahead, and about what it means for them to feel secure. That sits right at the heart of our purpose, as we aim to give people over 50 the confidence they need to make good choices, for themselves and for the people they love.”

Mark Screeton, CEO at SunLife, added: “Our purpose is to give people the tools to live more confidently, to make the right choices for themselves and their families, and to feel secure about the future. Martin is someone who embodies that. As a down to earth, family man, it's clear that he knows what it means to take care of the people you love. His personal story makes him exactly the right person to bring that purpose to life."

Kemp will take centre stage, bringing his personal charm and authenticity to the creative. Catch Martin appearing in SunLife ads across TV, radio and social media from 1 April.