Standard Life Aberdeen changes name to Abrdn in rebrand

The asset management company says the new name will help create a ‘modern and agile’ brand.

Standard Life Aberdeen changes name to Abrdn in rebrand Abrdn

Standard Life Aberdeen has changed its name to Abrdn PLC as part of a company rebrand.

The asset management company revealed the changes, which it says will be part of a modern, agile, digitally-enabled brand, on Monday.

The firm said Abrdn is pronounced Aberdeen.

Chief executive Stephen Bird 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.”

Social media users have been reacting to the announcement.

Twitter user @pro_elbows said: “This might have been modern a decade ago.

“Also autocorrect will absolutely lay waste to this non-word. And it’s not even consistent – capital A or all lower case? And also also someone else has the Twitter name.”

Sheelagh Norris said: “I thought April 1 was several weeks ago.” and Sarah Hurst Tweeted: “Ensuring no one will ever be able to say your name.”