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Standard Life Aberdeen to rebrand as Abrdn

abrdnStandard Life Aberdeen has announced that it plans to change its name to Abrdn as part of a rebranding designed to be more modern, agile, and digitally-enabled.

The Abrdn name, which the firm said is pronounced Aberdeen, will also be used for all the company’s client-facing businesses across the globe.

The new brand identity is said to mark the next stage in the reshaping of the business and its future growth strategy.

SLA said it is focused on three interrelated growth vectors: global asset management, technology platforms, and UK savings and wealth.

Stephen Bird, chief executive, said the new brand “builds on the firm’s heritage”. He added that it is “modern, dynamic and, most importantly, engaging for all of our client and customer channels”.

The rebranding process will begin in the summer and continue through 2021, with a revised stock ticker to be announced following the name change.

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