Standard Life Aberdeen plc ("the Company") today announces its intention to change its name to "abrdn plc". 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.
The new brand identity marks the next stage in the reshaping of the business and future-focused growth strategy. 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.
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.”
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. Until such an announcement is made, trading will continue under the existing ticker. No action is required on the part of any equity holders with respect to their rights as an equity holder.
Our new website abrdn.com will be coming soon.
26 April 2021
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abrdn plc is registered in Scotland (SC286832) at 1 George Street, Edinburgh, EH2 2LL