Standard Life Aberdeen unveils new name: Abrdn

Standard Life Aberdeen has announced its plan to change its name to Abrdn.

Pronounced as Aberdeen, the new 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." The new brand identity marks the next stage in the reshaping of the business and future focused growth strategy. Currently, 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).

"Our new name reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth," said Stephen Bird, chief executive of Abrdn.

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

“Our new brand Abrdn builds on our heritage and is modern, dynamic and, most importantly, engaging for all of our client and customer channels. It is a highly differentiated brand that will create unity across the business, replacing five different brand names that have each been operating independently," Bird added.

A subsequent announcement will be made when the company’s name change becomes effective with a revised stock ticker. This is expected to take place prior to the publication of the company's half year results in August 2021.