Sun Life Assurance Co. of Canada today announced new features to the Personal Financial Services section of the company’s Canadian Web site.

These enhancements are targeted at the individual investor and include a virtual Financial Planning Centre, which enables visitors to conduct their own online research, gain access to articles on a variety of financial planning topics and financial calculators to help them develop and achieve their financial goals.

Site visitors can also click on a “Contact an Advisor” link, to be connected to a professional advisor for direct, personal advice.

“According to Forrester Research and our own findings, online research is gaining momentum. Today, customers want to have the ability to conduct their own financial services research online, and then have direct contact with a professional advisor to make their purchasing decisions,” said Allen Bessel, vice president, Retail Marketing, Sun Life Financial. “That is why we have designed the site as a powerful combination of research tools and personalized advice designed to help visitors achieve their financial goals based on their lifestage.”

Visitors to the site can find information on such topics as saving for retirement, minimizing taxes, family protection, estate planning and other major financial goals. Once a visitor selects a particular lifestage and goal combination, relevant articles, products and financial calculators appear to assist them in conducting their own research. The Personal Financial Services section of the Web site is located in English at www.sunlife.ca/personal or in French at www.sunlife.ca/servicespersonnels.

Visitors are also invited to register as site members, where they will receive an informative quarterly e-newsletter and member-only special offers. Members will also be able to access a personalized view with additional financial calculators, to determine net worth, budget, return on investment and retirement income.