What’s changed?

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:

  • The platforms will be known as abrdn Wrap and abrdn Elevate
  • This website has transitioned to the new brand and can be accessed at www.abrdn.com/en-gb/platform-adviser
  • Our marketing emails have a new design
  • Many of our documents have changed to abrdn
  • Our social media accounts are now abrdn – if you don’t already please follow us on Linkedin and Twitter

You can find out more about abrdn on our corporate website.

Our latest communications about our brand


Adviser communications

Client communications

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.

Supporting your clients conversations

You may wish to use our suggested positioning and supporting Q&As with your client should they have any questions about abrdn.

Download positioning guide and Q&As

Frequently asked questions about our brand 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.

More resources for advisers