Scottish insurance giant Standard Life Aberdeen plc has today announced its intention to change its name to Abrdn plc (pronounced Aberdeen). The name change will form part of a digitally-enabled brand that the company will use across all of its client-facing businesses globally.
The rebrand, which will include an updated visual identity to complement its name change, will begin in the summer and continue through 2021. It will operate alongside the implementation of a full stakeholder engagement plan to manage the transition.
The new brand identity of Abrdn marks the next stage in the reshaping of the insurance business and its future-focused strategy. This will see the company focus on three inter-related growth vectors – global asset management (investments), technology platforms aimed at UK financial advisers and their customers (adviser) and UK savings and wealth (personal).
Chief executive Stephen Bird said that Abrdn builds on its heritage and offers a modern, dynamic and engaging brand across all its client and customer channels. The brand is highly differentiated, he said, and will create unity across the business, replacing five different brand names that have each been operating independently.
Bird said: “Our new name reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth.”
A further announcement will be made when the name change becomes effective with a revised stock ticker - and this is expected to take place before the publication of the company’s H1 2021 results in August 2021. Prior to this announcement, however, trading will continue under the existing ticker. No action is required on the part of any equity holders with respect to their rights as an equity holder.
