Standard Life Aberdeen to rebrand as Abrdn

Written by Adam Cadle

26/04/2021

Standard Life Aberdeen is to change its name to Abrdn.

The new Abrdn name will be part of a "modern, agile, digitally-enabled brand that will also be used for all the company's client-facing businesses globally", it said.

The company is focused on three interrelated growth vectors: global asset management (investments), technology platforms for UK financial advisers and their customers (adviser), and UK savings and wealth (personal).

The rebranding roll-out process for the new name and associated visual identity will begin in the summer and progress through 2021, alongside implementation of a full stakeholder engagement plan to manage the transition.

Chief Executive Stephen Bird said: "It is a highly-differentiated brand that will create unity across the business, replacing five different brand names that have each been operating independently. Our new name reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth."

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