Execution over strategy: The new differentiator for insurance leaders

AI won't replace your advisor, but an advisor with AI will, Sun Life said.

The "toxicity of success" and a persistent tendency to view the future as a distant concept are amongst the biggest barriers to insurance firms becoming truly future-ready.

Speaking at the Asian Banking & Finance and Insurance Asia Summit, Jonathan Juan “JJ” Moreno, incoming CEO and country head of Sun Life Philippines, argued that the industry must move beyond a "propensity to delay" and instead pivot from "merely digitising" to decisive action, noting that "the future is already here" and the only variable is whether leaders are acting accordingly.

For Moreno—who personally oversees Sun Life’s AI and data strategy—this transition is not about technology for its own sake, but about responding to shifting client behaviour through a hybrid model that prioritises execution over strategy.

“When we think of the future as far away, we subconsciously give ourselves permission to delay or to keep extending what we are already doing now,” Moreno said, adding that “thinking of the future now is what forces us to act decisively, rather than defensively.”

He cautioned that many strategies in the insurance sector “look similar on paper,” and that the true differentiator for leading organisations is not strategic brilliance but “the excellence of the execution.” In his view, “the world belongs to those who can do, not to those who could say,” and success is increasingly defined by the ability to orchestrate technology, people, and process simultaneously.

Central to this execution is a hybrid operating model where AI is used to automate routine, repetitive tasks and assist in data-heavy decision-making, whilst humans remain central for judgment, empathy, and ethics. Moreno dismissed the notion that technology would replace advisors, emphasising that those who embrace AI will be amplified, whilst those who do not will be compromised. This approach ensures that while AI provides insights, “humans remain to be accountable for results.”

To scale these platforms effectively, Moreno advised that leaders must “start with a problem, not with the platform,” ensuring that digital tools remove friction from real workflows for both advisors and clients. He also stressed the importance of building a solid data foundation before chasing volume, as “platforms cannot scale responsibly without reliable and timely data.”

This transformation requires a fundamental shift in identity, moving away from being a traditional life insurance firm to becoming a “data-driven financial wellness platform that clients trust.” Moreno also highlighted the role of client feedback and councils in guiding execution, breaking down organisational silos, and ensuring improvements are aligned with client expectations.