Becoming abrdn – what it means for you

Noel Butwell, CEO Adviser, shares the latest update on the new brand.

In my last update, I said I’d keep in touch to let you know how abrdn plc is progressing as we transition to our single global brand, abrdn.

We’re making good progress across the abrdn group and right now we’re preparing for our “Standard Life” branded platforms to become abrdn Wrap and abrdn Elevate. We’re aiming to make this change to the brand from Monday 13 September. We’ll send you a reminder ahead of us going live.

The transition to the abrdn brand will be phased over the next year so not everything will change to abrdn on the same day. You and your clients may still receive some Standard Life branded documents until we have completed our transition to abrdn.

The Wrap and Elevate platforms will transition to the abrdn brand before the end of the year. The client portal on Wrap will also transition at the same time. We’ll give you notice ahead of the changes happening. If you are using a ‘white labelled’ version of the platform or client portal you and your clients will see no change. 

We’ll be writing to your clients who have a Wrap, Elevate or Fundzone account to tell them about the name change. The letter will let them know that they may start to see communications and documents from abrdn and gives reassurance that it is the same company looking after their savings and investments. 

If there’s anything you’d like to discuss about our transition to abrdn, please reach out to your usual contact.

Thank you for your continued support.

Noel Butwell
CEO, Adviser