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The firm said its new name "Abrdn" would still be pronounced "Aberdeen", but that the rebrand would make it "modern" and "dynamic". An £11b merger between Standard Life and Aberdeen Asset Management created Standard Life Aberdeen in 2017. The new firm had six brands and websites until the recent sale of the nearly 200-year-old Standard Life brand to another financial giant, Phoenix.
But Laith Khalaf, financial analyst at AJ Bell, questioned whether the brand resembled a typo. "Standard Life Aberdeen needed to sort out its branding, but the new Abrdn name will likely leave investors feeling dazed and confused. "Investors need simple fund names that are recognisable amongst the thousands of investments out there, and having a brand name you can actually say, even if it's only in your head, is a big help."
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