Standard Life Aberdeen changes name

New CEO of ailing UK manager initiates rebranding in order to create "modern and agile" brand

Photo: PR / Standard Life Aberdeen

UK asset manager Standard Life Aberdeen announced on Monday morning that it will change its name to Abrdn. The rebranding is the latest attempt to change its fortunes from a manager that has struggled since Standard Life Investments and Aberdeen Asset Management merged in 2017, Financial Times writes.

Investors have been withdrawing capital from the group's funds, and last month it also cut its dividend by a third after full-year pre-tax profits fell by 17 percent. In the company statement referred to by the FT, Chief Executive Stephen Bird described the new brand as "modern, agile and digitally enabled".

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