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Standard Life Aberdeen unveils new name

Standard Life Aberdeen unveils new name

Standard Life Aberdeen is to change its name to Abrdn as it moves to refocus the business following the sale of the Standard Life brand.

SLA sold the Standard Life name to FTSE 100 insurance firm Phoenix Group in February as the firms extended their strategic partnership.

The new Abrdn brand comes as the firm re-focusses its business on three strands: global asset management, technology platforms for UK financial advisers and their customers, and UK savings and wealth.

The rolling out of the re-branding will begin this summer and continue through to the end of the year.

Stephen Bird, chief executive of SLA, said: “Our new brand Abrdn builds on our heritage and is modern, dynamic and, most importantly, engaging for all of our client and customer channels. 

“It is a highly-differentiated brand that will create unity across the business, replacing five different brand names that have each been operating independently.

"Our new name reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth.”

The roll-out of the new brand will begin in the summer and progress through 2021.

Trading will continue under the current ticker until a further announcement is made.

sally.hickey@ft.com