Unlock Editor's Digest Lock for Free
FT editor Roula Khalaf will select your favorite stories in this weekly newsletter.
UK asset manager Abrdn rebranded himself as Aberdeen after being widely ridiculed for removing most of the vowels of that name based on former CEO Stephen Bird.
Jason Windsor, who became Abrdn's CEO last year, said on Tuesday that the FTSE 250 company will switch names, “a practical decision that marks a new stage in the organization as it focuses on customer, shareholder and shareholder delivery.”
Byrd, who resigned from his role last May, has chosen to rename the company Abrdn in 2021. The group was called Standard Life Aberdeen in 2017 following the merger of two asset managers.
The brand by Bird has been widely laughed out loud, and Tuesday's decision comes just a few weeks after Windsor said the group continued their name despite a lot of ridiculous laughs.
The company said Tuesday's move would end the “distraction.” Under the change, the company will spell out the new name with a low case “A”.
The announcement was made when the group returned to profit last year, reporting pre-tax profits for 2024 compared to a loss of £6 million the previous year as customers fell from the funds and investment returns improved.
