As of 05/07/2021
Standard Life Aberdeen, the largest active asset manager in the UK has decided to rebrand itself. The company in a bold decision decided to rebrand itself as ‘abrdn‘.
The company went through a merger in 2017. Two companies namely Standard Life and Aberdeen Asset Management merged into Standard Life Aberdeen. However, the company’s stock price has been dipping since then.
The company was desperate to change things and rebranding seemed the best way to go. ‘abrdn’ is a short, concise, easy and pretty memorable name. The company’s domain name StandardLifeAberdeen.com is still there. However, it now redirects to abrdn.com. The company has also changed it’s ticker in London Stock Exchange from SLA to ABDN.
The company with an asset valuation of $740 Billion is definitely very hopeful with this step. The move becomes prominent as the company since long had been looking to shed it’s Life Assurance functionality. The name also acts as a homage to the Scottish city, where the company hails from.