finance

Standard Life Aberdeen is no more, as abrdn rebrand completes



Standard Life Aberdeen has now officially been rebranded abrdn.

The company’s stock exchange ticker was changed from SLA to ABDN at 8am this morning.

The controversial name change was announced at the end of April, as part of the Scottish financial services giant’s new corporate strategy.

According to a statement today, the new brand “symbolises the transition underway to bring a clarity of focus, renewed sense of purpose and drive for sustainable growth for shareholders, clients and colleagues”.

It continued that simplifying the business under one single brand is a “key enabler” to drive future growth.

Following several recent disposals, the strategy is now backed by a simplified group structure focused on three core divisions: investments, adviser and personal.

In the coming months all of the company’s client and customer propositions will rebrand to the new name.

Abrdn also announced a new charity partnership with Hello World, a digital education charity that offers a practical, affordable and scalable solution to the global education deficit.

The partnership will fund communities to build 64 new hubs over two years, providing opportunities and education to approximately 80,000 children and adults in disconnected communities.

Stephen Bird, chief executive of abrdn, said: “I’m very excited to have reached this milestone – abrdn is so much more than a new name, it’s about our business coming together under a single global brand with a determined focus on enabling our clients and customers to be better investors.

“Acting with courage and conviction, being optimistic about the future and building powerful partnerships are all important attributes of the brand we are creating.

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“That’s why I’m delighted that today we can also announce our partnership with Hello World – a charity that, like us, is solving the problems of today and tomorrow with innovative thinking, sustainable values and a futurist approach.”

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