abrdn company
Overview
abrdn plc — renamed Aberdeen Group plc in 2025, and formerly Standard Life Aberdeen — is a global investment company headquartered in Edinburgh, Scotland. It provides asset management, investment solutions, and financial advisory services to institutional and retail clients worldwide. The company rebranded to 'abrdn' in 2021, dropping the vowels from its name for a more digital-friendly identity, but reversed that decision in 2025 and changed its name to Aberdeen Group plc.
Within the DeFi Intel graph, abrdn connects to 1 tracked entity, most strongly to Archax.
Relations
Top connections in the DeFi Intel knowledge graph (confidence-weighted, 1 of 1 total).
| Relation | Connected entity | Confidence |
|---|---|---|
partnered_with | Archax | 75% |
Frequently asked questions
What is abrdn?
abrdn is a publicly traded global asset manager that manages investments across equities, fixed income, real estate, and private markets. It serves both institutional investors and individual clients through its investment platforms.
Why did Aberdeen change its name to abrdn?
The company rebranded from Standard Life Aberdeen to abrdn in 2021 to create a distinct, modern brand identity and to improve its digital presence, including domain names and social media handles. In 2025, after years of criticism, it reversed course and renamed itself Aberdeen Group plc.
What financial services does abrdn offer?
abrdn offers asset management, investment advisory, and wealth management services. It also provides insurance and pension products through its legacy businesses.
What is abrdn connected to?
In the DeFi Intel knowledge graph, abrdn is linked to 1 other tracked entity, most strongly to Archax.
Sources
- RTÉ — UK's Abrdn to revert to 'aberdeen' in rebrand (2025)
- Marketing Week — Abrdn backtracks on controversial rebrand (2025)
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