Today we have announced our new single brand name Abrdn (pronounced Aberdeen). Our intention is to use this name globally as a unifying brand across all customer and client-facing businesses. We will be changing the plc name to Abrdn plc.
We have been undertaking a strategic brand review and I explained earlier in the year that we had got as far as selling the Standard Life brand. I am delighted to now be able to share the new name with you and can confirm that our platforms will become Abrdn Wrap and Abrdn Elevate when the rebrand completes later this year.
The new brand identity is future-focused and reflects the reshaping of the company in recent years to centre around our market-leading platforms Wrap and Elevate, our UK savings and wealth businesses and the global asset management business. In addition, the new name brings much needed clarity for our clients and customers by delineating our adviser platforms, services and solutions from the retail solutions offered to advisers by Phoenix Group under the Standard Life brand.
Beyond the name the visual identity is modern, fresh and truly distinctive. Personally, I'm really excited about the direction we're taking the brand in and look forward to hearing the reaction from you and your clients. We'll formally launch the new brand later this year but in the meantime here's a teaser of what's to come.
Nothing changes today and we will continue to use the "Standard Life" brand until the transition is complete. We expect to roll out the new name and associated visual identity through the second half of the year and will give you plenty of notice ahead of any changes. We've created some messaging to support your client conversations (PDF) should they have any questions about the brand changes.
Next month we'll celebrate supporting you and your clients for 15 years in the UK platform market. Through this period we've seen so much change in our industry, overcome challenges together and grown our businesses. I'm really excited for the next chapter and next month I'll share an update on our Platform Experience Programme, the extensive range of enhancements we're delivering this year.
If you have anything you'd like to discuss further please reach out to your usual contact.
Thank you for your continued support.
Chief Executive Officer – Adviser Platforms
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. We will continue to issue communications from Standard Life until further notice and any change in our contact details will be communicated via existing channels in advance.
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.
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abrdn plc is registered in Scotland (SC286832) at 1 George Street, Edinburgh, EH2 2LL