Business

Standard Life Aberdeen to become Abrdn plc

The rebranding roll-out process for the new name and associated visual identity will begin in the summer and progress through 2021

Standard Life Aberdeen has announced its intention to change its name to ‘Abrdn plc’ which it said marks the next stage in the “reshaping of the business and future-focused growth strategy”.

It added that the new Abrdn name, pronounced ‘Aberdeen’, 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 comes as the company also revealed it will focus 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.

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

Abrdn also confirmed 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.

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