Noel Butwell, CEO Adviser Platforms, introduces our new brand

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.

Watch our video on

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.


Noel Butwell
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.

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