In February the firm announced the launch of a wholly-owned, UK-wide, financial advice company to meet increasing consumer demand arising from the pension reforms.
Today it confirmd the new company will be called 1825 – a reference to the year Standard Life was founded.
Standard Life said the 1825 team will “help clients define their priorities and meet their needs through a comprehensive Financial Planning service including advice on protection, trusts, tax, wealth management and retirement planning as well as day-to-day cash and borrowing”.
Steve Murray, the chief executive of 1825, said: “It’s never been more complex for people to save, retire and plan for the future, so quality financial advice has become a must-have for many. At the same time, there is a capacity crunch in the UK advice market, with many people unable to access the advice they want. By cutting through the complexity, we’re aiming to help our clients better understand their financial situation to achieve their aspirations and goals.”
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The new firm said it will offer a range of options, which invest in funds from leading asset managers from across the market, to meet various client objectives and risk profiles.
These include portfolios specifically designed for 1825 with expert asset allocation and fund selection provided by Standard Life Wealth and supported by Standard Life Investments.
Mr Murray said: “Since Standard Life was founded in 1825, our business has changed over time to meet customers’ needs. Our brand has been a constant - a promise and expectation of quality for our customers. Building on our 190 year heritage while signposting our new advice services, we’re introducing 1825 as the brand name of our financial advice business.”