Sun Life Hong Kong and Sun Life Financial Asia, the regional subsidiaries of international protection and wealth accumulation firm Sun Life Financial, have announced the appointment of a new chief executive in Hong Kong. 

Wim Hekstra joins the firm starting 5 August 2013. Pending regulatory approval from the Office of the Commissioner of Insurance, he will assume the role of CEO.

As chief, Hekstra will be responsible for growing the Hong Kong business, which covers both the individual life and pensions businesses. Previously, he held senior roles at ING, including as China head and co-head of the Hong Kong and Macau operations. He succeeds Roger Steel, who has been named president of new markets and business development for Sun Life Financial Asia. 

"Sun Life Hong Kong is a critical part of our growth strategy in Asia," said Kevin Strain, president of Sun Life Financial Asia. 

While the company and its partners service key markets worldwide, including Canada, the US, the UK and Ireland, majority of its operations are in Asia, covering Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As at 31 March 2013, the group has $571 billion in assets under management.