Standard Life Aberdeen set for 'modern, dynamic' rebrand to Abrdn

Firm changes name to reshape business

Standard Life Aberdeen is set to rebrand as Abrdn as part of efforts in "reshaping" the business and its growth strategy.

The Abrdn brand, which the firm said is pronounced as "Aberdeen", will be accompanied by a new "visual identity" from this summer and progress throughout 2021. When the name change becomes effective, Abrdn will also announce a revised stock ticker, which is expected to take place prior to the publication of its half-year results in August. Its new "modern, agile, digitally-enabled brand" will be used for all the company's client-facing businesses globally, as it refocuses its growth strategy on asset management, technology platforms for advisers, and UK saving and wealth. UK divide...