Standard Life Aberdeen plc (“the Company”) today announces its intention to change its name to “Abrdn plc“. The new Abrdn name (pronounced “Aberdeen”) will be part of a modern, agile, digitally-enabled brand that will also be used for all the Company’s client-facing businesses globally.
The new brand identity marks the next stage in the reshaping of the business and future-focused growth strategy. The Company is focused on three interrelated growth vectors: global asset management (Investments), technology platforms for UK financial advisers and their customers (Adviser), and UK savings and wealth (Personal).
(As an aside: there’s apparently an old joke about taking the ‘E’ out of Aberdeen but we won’t go into the specifics of that here.)
In other news, now that even Aberdeen is pushing to be a modern, agile, digitally enabled brand, FT Aalphaaviillee (still pronounced ‘FT Alphaville’), luddites that we are, is going the other way.
Send us your most analogue news items for consideration. No bitcoin, blockchain or anything with a “tech” suffix please. Only the financial news equivalent of a vinyl record for us from now on.
What’s in a (Band) Name? These Days, Not Many Vowels: Here’s Why — Billboard