abrdn rebrands back to Aberdeen

Written by Adam Cadle

05/03/2025

abrdn has announced it is rebranding to Aberdeen Group and will use the name Aberdeen as its principal trading identity for its investments and adviser businesses.

The company had rebranded from Standard Life Aberdeen to abrdn in 2021, but has now gone back to Aberdeen as a “pragmatic decision” and it seeks to look forward with “confidence” and remove “distractions”.

Aberdeen stated that it does not intend to make any changes to its subsidiary legal entity names or the names of its underlying funds at this time, and its LSE ticker will remain as ABDN.

The change was revealed in the firm’s 2024 Final Results report, which also reported an increase in adjusted operating profit from £249m to £255m, with all three of its businesses contributing higher profits than the previous year.

“As we move through 2025 and beyond, we are well positioned as a wealth and investments group with two leading businesses in the fast-growing UK wealth sector, alongside a specialist asset management business that is repositioning its focus on its strengths and where it sees opportunities to drive growth globally,” commented Aberdeen CEO, Jason Windsor.

As part of its strategic overview for its wealth and investments business, Aberdeen outlined three priorities: transforming performance; improving client experience; and strengthening talent and culture.

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