Phoenix unveils plans for Standard Life brand

Push for an updated ‘look and feel’ for the former Abrdn brand

Tom Ellis
clock • 1 min read
The look and feel of the Standard Life brand will change through a series of subtle changes in brand style.
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The look and feel of the Standard Life brand will change through a series of subtle changes in brand style.

Phoenix has revealed plans for the Standard Life brand it bought from Abrdn earlier this year in an acceleration of the strategic partnership the firms originally entered into after the £3.3bn deal Phoenix made for Standard Life Assurance in 2018.

As part of the plans for the brand, Phoenix's bulk annuity purchase and equity release businesses will rebrand to Standard Life, while a range of retail lifetime mortgage products will also fall un...

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Tom Ellis
Author spotlight

Tom Ellis

Professional Adviser journalist from 2016-2022

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