Phoenix Group has confirmed it will rebrand to Standard Life in March 2026, reviving a name with over 200 years of history.
In May, reports suggested Phoenix Group was planning to revert to the Standard Life name, a company it acquired in 2017. The rebrand was officially confirmed in its first-half results report.
Andy Briggs, group CEO of Phoenix Group, said the rebrand “brings our most trusted brand to the forefront and demonstrates our commitment to helping customers secure a better retirement.”
He added that the name change also reflects how the business has transformed and evolved over the past five years with the goal to become the UK’s leading retirement savings and income provider.
When the rebrand takes effect in March, the Standard Life name will return to the London Stock Exchange for the first time since Standard Life Aberdeen became abrdn in 2021.
Standard Life merged with Aberdeen in 2017, with the group rebranding as Abrdn in 2021 before later reinstating the missing vowels in March to remove “distractions.”
Alongside the rebrand, the results also revealed Phoenix Group’s progress in enhancing customer engagement tools to better serve existing clients and attract new ones.
For example, it received FCA approval for its in-house retail advice proposition, which now paves the way for its imminent launch. It also introduced the Annuity Desk for Standard Life customers to support a more digital and streamlined customer experience.