A life insurer has come out with a marketing strategy designed to help financial professionals increase sales by appealing to clients’ generosity.

The Wellesley Hills, Mass.-based U.S. arm of Sun Life Financial Corp., Toronto, says its new charitable estate planning program will help advisors find ways to use the company’s universal life Charitable Giving Benefit Rider in estate planning arrangements.

The rider pays an additional 1% death benefit above the base policy face amount to a designated charity for no additional cost.