Aberdeen Restores Vowels in Rebrand After Abrdn Experiment
The financial group reverts to a more traditional name to signal a new phase under CEO Jason Windsor, following years of criticism and financial challenges.
- Aberdeen, formerly known as Abrdn, has reinstated vowels in its name after widespread ridicule of its 2021 rebrand.
- CEO Jason Windsor described the change as a pragmatic move to refocus attention on the company’s operations and reputation.
- The rebrand comes as Aberdeen reports improved financial performance, including a 34% rise in net capital generation and a reduction in net outflows.
- The company aims to position itself as the UK’s leading wealth and investments group, targeting a market shaped by intergenerational wealth transfers over the next 25 years.
- Aberdeen’s leadership has set ambitious profit and capital generation targets of £300 million each by 2026, signaling confidence in the company’s future direction.
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