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Standard Life Aberdeen Drops Vowels, Changes Name To ABRDN

Updated: 26 Apr 2021

Standard Life Aberdeen (LON: SLA) announced it will change its name to ABRDN as it aims to create a modern, agile, digitally enabled brand, the company said on Monday. 

ABRDN, pronounced Aberdeen, will be used for 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,” said the company. 

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The London-listed firm will focus on three growth sectors going forward:

  • Global asset management (Investments)
  • Technology platforms for UK financial advisers and their customers (Adviser)
  • 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 implementing a 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,” said Stephen Bird, CEO of Standard Life Aberdeen. 

“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.”

Standard Life Aberdeen’s share price has risen to highs of 278.8p on Monday, although it has given up some gains and is now priced are 274.4p, up 0.88%.

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