• Phoenix Group is considering rebranding to Standard Life and has updated its governance to allow a name change with just board approval.
• While the board hasn’t made a decision yet, Phoenix Group could rebrand within 12 months, potentially bringing the historic Standard Life name back to the London Stock Exchange.

Proposed Name Change Could Bring the 200-Year-Old Brand Back to the LSE

Phoenix Group is laying the groundwork for a significant rebranding move that could see the return of the iconic Standard Life name to the London Stock Exchange. The company, which acquired Standard Life Assurance in 2018, has made key governance changes that would allow its board to approve a name change without the need for shareholder votes.

Setting the Stage for Change

At its annual general meeting on 13 May, Phoenix Group adopted new articles of association. These include a clause empowering the board to approve a new company name independently—streamlining the process for a potential rebrand.While the board hasn’t confirmed a timeline yet, Phoenix signals its intent to revive the heritage brand and actively capitalize on Standard Life’s legacy and recognition.

A Phoenix Group spokesperson emphasized that branding remains under ongoing review and must align with the broader business strategy. “Standard Life is a strong brand with 200 years of history,” the spokesperson said. “It is the brand we are using to grow our business across three markets.”

The Standard Life Legacy

The move could mark a full-circle moment for Standard Life, a name long associated with trust and longevity in financial services. Phoenix originally acquired Standard Life Assurance from Standard Life Aberdeen (SLA) as part of a strategic partnership in 2018. SLA later rebranded to Abrdn in 2021—a decision widely mocked for its vowel-stripping oddity.

In a recent twist, Abrdn itself announced plans to rebrand again as Aberdeen Group, admitting the previous name had become a “distraction.”

A Return to the Stock Exchange

Should Phoenix move forward with the rebrand, it would bring Standard Life back to the London Stock Exchange for the first time since 2021.While the board hasn’t confirmed a timeline yet, Phoenix signals its intent to revive the heritage brand and actively capitalize on Standard Life’s legacy and recognition.

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As the financial world watches closely, Phoenix’s possible transformation into Standard Life could mark not just a name change—but a strategic shift with brand power at its core.