The “abrdn” era is officially over, and the market likes what it sees.
Aberdeen (ABDN)—which ditched its controversial vowel-less branding last year—reported better-than-expected flows and a 9% jump in managed assets to £556 billion ($747B) on Wednesday. The update adds to growing evidence that UK active managers are stabilizing after years of pressure from US passive giants.
📊 THE NUMBERS:
- AUM: £556bn (+9% YoY).
- Flows: Net outflows of £3.9bn for 2025 (better than analyst fears).
- Stock Reaction: Shares rose 2.6%, capping a strong 46% rally over the last 12 months.
🏗️ THE STRATEGY SHIFT: CEO Jason Windsor is credited with executing a “back to basics” strategy:
- Branding: Reverting to the trusted Aberdeen name has removed a “widely mocked” distraction.
- Operations: Aggressive cost-cutting and a pivot toward the higher-margin Wealth Unit.
- Sector Context: This isn’t an isolated win. Rival Quilter posted record quarterly inflows of £2.37bn today, while Schroders and Ashmore also recently beat trading forecasts.
💡 ANALYST TAKEAWAY: The “Active Management Winter” might be thawing. While outflows persist (£3.9bn is still money leaving the door), the rate of decline is slowing significantly. Investors are rewarding firms like Aberdeen that have stopped trying to be everything to everyone and are instead focusing on cost discipline and affluent wealth channels. The 46% stock gain in 2025 suggests the “value trade” in UK asset managers is well underway.
👇 Fund Selectors: Does the return of the “Aberdeen” brand restore confidence, or do performance numbers matter more than vowels?