ABRDN, the new name for Standard Life Aberdeen, has announced that it will focus on its asset management business as part of its ongoing rebranding efforts. The company, listed on the FTSE 100, has undergone significant changes in recent years and hopes to improve its performance by refocusing on its core asset management business.

ABRDN is one of the largest asset management companies in the United Kingdom, with over £500 billion in assets under management. The company offers a wide range of investment products and services to clients worldwide, including institutional investors, private clients, and retail investors.

As part of its rebranding efforts, ABRDN has launched a new website and visual identity to reflect its focus on asset management better. The company’s new name represents a simplified, modern version of the Standard Life Aberdeen brand, considered too long and difficult to pronounce.

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ABRDN: Refocusing on Asset Management

ABRDN’s decision to refocus on asset management comes after a period of significant change for the company. In recent years, it underwent several mergers and acquisitions, including the merger of Standard Life and Aberdeen Asset Management in 2017.

Since then, the company has been integrating its operations and improving its performance. As part of this process, it has sold off several non-core businesses and significantly invested in its asset management capabilities.

The decision to refocus on asset management is a key part of ABRDN’s efforts to improve its performance and attract new clients. The asset management industry is highly competitive, and companies are under increasing pressure to deliver strong returns and offer innovative products and services.

By refocusing on its core asset management business, ABRDN hopes to improve its performance and better meet the needs of its clients. The company’s new visual identity is meant to reflect this focus and help it stand out in a crowded market.

Overall, ABRDN’s rebranding efforts and refocusing on asset management are positive for the company. With a simplified brand and renewed focus on its core business, ABRDN is well-positioned to compete in the highly competitive asset management industry.