Sun Life Financial (SLF) Competitors

Sun Life Financial (NYSE:SLF) and Brighthouse Financial (NASDAQ:BHF) are both finance companies, but which is the superior investment? We will contrast the two companies based on the strength of their media sentiment, valuation, dividends, profitability, risk, earnings, analyst recommendations and institutional ownership.

Is SLF or BHF more profitable?

Brighthouse Financial has a net margin of 10.24% compared to Sun Life Financial's net margin of 7.59%. Brighthouse Financial's return on equity of 21.06% beat Sun Life Financial's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Sun Life Financial	7.59%	17.21%	1.10%
Brighthouse Financial	10.24%	21.06%	0.47%

Do analysts recommend SLF or BHF?

Sun Life Financial presently has a consensus price target of $88.00, suggesting a potential upside of 51.38%. Brighthouse Financial has a consensus price target of $59.67, suggesting a potential upside of 30.62%. Given Sun Life Financial's stronger consensus rating and higher possible upside, equities research analysts plainly believe Sun Life Financial is more favorable than Brighthouse Financial.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Sun Life Financial	1 Sell rating(s)	2 Hold rating(s)	2 Buy rating(s)	0 Strong Buy rating(s)	2.20
Brighthouse Financial	2 Sell rating(s)	4 Hold rating(s)	1 Buy rating(s)	1 Strong Buy rating(s)	2.13

Do insiders and institutionals hold more shares of SLF or BHF?

52.3% of Sun Life Financial shares are owned by institutional investors. Comparatively, 81.2% of Brighthouse Financial shares are owned by institutional investors. 1.4% of Brighthouse Financial shares are owned by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock is poised for long-term growth.

Does the media prefer SLF or BHF?

In the previous week, Sun Life Financial had 10 more articles in the media than Brighthouse Financial. MarketBeat recorded 23 mentions for Sun Life Financial and 13 mentions for Brighthouse Financial. Sun Life Financial's average media sentiment score of 1.10 beat Brighthouse Financial's score of 0.33 indicating that Sun Life Financial is being referred to more favorably in the media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Sun Life Financial	18 Very Positive mention(s)	0 Positive mention(s)	2 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive
Brighthouse Financial	4 Very Positive mention(s)	2 Positive mention(s)	3 Neutral mention(s)	2 Negative mention(s)	0 Very Negative mention(s)	Neutral

Which has better earnings & valuation, SLF or BHF?

Sun Life Financial has higher revenue and earnings than Brighthouse Financial. Brighthouse Financial is trading at a lower price-to-earnings ratio than Sun Life Financial, indicating that it is currently the more affordable of the two stocks.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Sun Life Financial	$33.39B	0.98	$2.31B	$4.04	14.39
Brighthouse Financial	$6.15B	0.42	$388M	$9.24	4.94

Which has more risk & volatility, SLF or BHF?

Sun Life Financial has a beta of 0.9, meaning that its share price is 10% less volatile than the S&P 500. Comparatively, Brighthouse Financial has a beta of 0.88, meaning that its share price is 12% less volatile than the S&P 500.

Summary

Sun Life Financial beats Brighthouse Financial on 11 of the 17 factors compared between the two stocks.