Aberdeen Switches Over To New ‘Modern’ Name

Aberdeen Switches Over To New ‘Modern’ Name

Aberdeen Standard Investments has officially become ‘abrdn’ in a change the UK asset manager argues reflects its “future-focused global growth strategy”.

The new name is pronounced “Aberdeen” and is all lower case. 

The official change follows an April announcement in which Chief Executive Officer Stephen Bird said the rebranding was “modern, dynamic and, most importantly, engaging.”

“Our new name reflects the clarity of focus that the leadership team are bringing to the business.”

abrdn describes itself as a pioneer in Australasian sustainability and investments, having been investing in the region for 30 years.