We'd also like your consent to set other cookies to help us further improve our website and to tailor the marketing you see on apps and other websites you visit.
Select "Accept all" to agree to all cookies, or "Manage" to choose which cookies we use.
The name of our publicly listed company (plc) changed on 5 July from Standard Life Aberdeen plc to abrdn plc. Our corporate website is branded as abrdn and you may have seen our new brand in action in the media, in adverts and at the abrdn Scottish Open.
In November 2021, we also launched our campaign which you, and your clients, may have seen. We want to reach UK savers and investors and invite them to really think about how Investment works and the broader progress it can bring. You can find out more about our campaign on our website at abrdn.com
Now that we’re transitioning to the new brand you’ll experience these changes:
You can find out more about abrdn on our corporate website.
A letter was sent to customers with Wrap, Elevate and/or Fundzone accounts to let them know about the changes to the brand. We wanted to reassure them and let them know that they will receive mandatory and operational messages from abrdn in the future rather than from Standard Life.
The transition to the abrdn brand will be phased over the next year so customers may still receive some Standard Life branded communications and documents until we have completed our transition to abrdn.
Here are versions of the letters we’ll be sending. We ask clients to get in touch with their adviser if they have any questions.
You may wish to use our suggested positioning and supporting Q&As with your client should they have any questions about abrdn.
Our new brand – abrdn - symbolises the transition underway to bring a clarity of focus, renewed sense of purpose and drive for sustainable growth for clients, customers and shareholders.
A key step in the simplification of our business was the sale of the Standard Life brand to Phoenix. This gave us the opportunity to review, simplify and invest in our own brand strategy, replacing five existing brands, with one clear master brand.
We chose abrdn to build upon the positive brand equity of our global asset management capabilities while also being able to support our ambitions in fast moving consumer savings and wealth markets.
Our brand needs to be powerful online where our clients search, research and transact. abrdn is a name that works digitally, importantly allowing us to own the name and digital domains.
Our new brand is much more than changing our name, it’s about coming together under a single global brand focused on enabling our clients and customers to be better investors.
From 5 July, the name of our publicly listed company (plc) changed from Standard Life Aberdeen plc to abrdn plc – and our stock market ticker also changed from SLA to ABDN.
Our corporate website switched over to the abrdn brand and you may have seen our new brand being used in digital and print media as well as at the abrdn Scottish Open in July. In November 2021, we also launched our campaign which you, and your clients, may have seen. We want to reach UK savers and investors and invite them to really think about how Investment works and the broader progress it can bring. You can find out more about our campaign on our website at abrdn.com
Standard Life Aberdeen’s LinkedIn account is now abrdn. If you aren’t already following us and would like to see our latest news please start following abrdn today.
Our client brands Standard Life Wrap, Elevate and Fundzone have now changed to abrdn Wrap, Elevate and Fundzone.
With a rebrand of this size and complexity we want to ensure minimal risk and disruption and this is why we have taken a transitional approach. Clients and customers do not need to take any action at this time and we will be in touch through usual channels when we have further updates.
The Wrap and Elevate platforms will transition from Standard Life to abrdn next year and we’ll keep you updated as we transition. The client portal on Wrap will be changed at the same time.
Yes. The platforms will become abrdn Wrap and abrdn Elevate and we’ll keep you updated as we transition.
We contacted customers with Wrap, Elevate and/or Fundzone accounts via a mailing to let them know about our name change. We want to reassure them and let them know that they will receive mandatory and operational messages from abrdn in the future rather than from Standard Life.
Here are copies of the letter we’ll be sending. We ask clients to get in touch with their adviser if they have any questions.
We also have these client Q&As to use with your clients should they have questions about abrdn.
We have created these client Q&As to help you position our brand transition with your clients.
Your usual contacts will get in touch from firstname.lastname@example.org email addresses, please make sure you add this email domain to your address book.
If you have our Standard Life logo on your website or any documents or wish to receive the new logos please email email@example.com who will send you the abrdn versions.
The transition to the abrdn brand will be phased over the next year so we will continue to accept Standard Life branded documents. Once the change to the new brand is complete next year we will set a final date for accepting Standard Life branded forms and will notify you in advance. In the meantime please ensure you are using the latest version of our documents available on our website or the platform.
We will continue to keep you updated as we progress through the changes.
We are committed to always giving sufficient advance notice ahead of implementing change.
If your question has not been answered or you’d like any more information about the change to our new brand, please speak to your usual contact or contact us.
Please note: For all businesses, attempted fraud and cyber-attacks are frequent and common. We are aware that criminals may attempt to manipulate our clients and customers as we transition to our new brand. We would ask that you remain vigilant at all times and please get in touch with your usual contact if you have any questions.
Issued by a member of abrdn group, which comprises abrdn plc and its subsidiaries.
This website is provided by Standard Life Savings Limited. It describes products and services provided by the abrdn Group (including Standard Life Savings Limited and Elevate Portfolio Services Limited) and the Phoenix Group (including Standard Life Assurance Limited, Standard Life Trustee Company Limited and Standard Life International dac).
The abrdn Group comprises abrdn plc (SC286832) and its subsidiaries. The Phoenix Group comprises Phoenix Group Holdings plc (11606773) and its subsidiaries.
Full product and service provider details are described in the legal information notice.
Wrap Platform, Wrap Personal Portfolio, Wrap ISA and FundZone Platform are all provided by Standard Life Savings Limited, which is part of the abrdn Group.
Standard Life Savings Limited is registered in Scotland (SC180203) at 1 George Street, Edinburgh, United Kingdom, EH2 2LL. Standard Life Savings Limited is authorised and regulated by the Financial Conduct Authority.
Please see your terms and conditions for more information on the use of the Wrap platform.
Wrap SIPP and Wrap Onshore Bond are both provided by Standard Life Assurance Limited, which is part of the Phoenix Group. Standard Life Assurance Limited is registered in Scotland (SC286833) at Standard Life House, 30 Lothian Road, Edinburgh, EH1 2DH. Standard Life Assurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.
Wrap Offshore Bond is provided by Standard Life International dac, which is part of the Phoenix Group. Standard Life International dac is a designated activity company limited by shares and registered in Dublin, Ireland (408507) at 90 St Stephen’s Green, Dublin. Standard Life International dac is authorised and regulated by the Central Bank of Ireland and subject to limited regulation in the UK by the Financial Regulation Authority. Details about the extent of its regulation by the Financial Conduct Authority are available on request.
The Elevate platform, Elevate ISA, Elevate GIA and Elevate PIA are provided by Elevate Portfolio Services Limited, which is part of the abrdn Group.
Elevate Portfolio Services Limited is registered in England (01128611) at Bow Bells House, 1 Bread Street, London, EC4M 9HH. Elevate Portfolio Services Limited is authorised and regulated by the Financial Conduct Authority.
Please see your terms and conditions for more information on the use of the Elevate platform.
Copyright © abrdn plc 2021. All rights reserved.
abrdn plc is registered in Scotland (SC286832) at 1 George Street, Edinburgh, EH2 2LL