Dyer Baade & Company acted as financial adviser to Aberdeen Group plc

Dyer Baade advises Aberdeen on the sale of Aberdeen Financial Planning to Ascot Lloyd

(London, 20 August 2025) Aberdeen has agreed the sale of its financial planning business, Aberdeen Financial Planning, to fast-growing national financial advice and planning firm Ascot Lloyd.

Aberdeen Financial Planning is part of the Group’s interactive investor business. The sale represents another step in Aberdeen’s strategy to simplify the Group and focus on its ambition to become the UK’s leading Wealth and Investments group.

Aberdeen Financial Planning, formerly 1825, was established as part of Standard Life plc in 2015 and subsequently built through a series of acquisitions. The business was renamed in 2021 before moving into interactive investor in January 2024.

Aberdeen will continue to partner with Ascot Lloyd following the transaction through the provision of its Wrap platform from the Group’s Adviser business, as well as potential investment solutions.

Jason Windsor, CEO of Aberdeen Group, said: “Today marks another step forward in our efforts to simplify our business so that we can focus on our ambition to become the UK’s leading Wealth and Investments group.

We have three core businesses, interactive investor, Adviser and Investments, all with clear plans for growth, and these actions are part of our drive to improve performance and execute on our plan.”

Richard Wilson, CEO of interactive investor, said: “Aberdeen Financial Planning has a great team who deliver an excellent service to our financial advice customers. While we ultimately concluded that the face-to-face holistic financial advice model is not the best fit with the ii digital platform, we are confident it is well placed to thrive under Ascot Lloyd’s ownership, with a positive cultural fit and a track record of client service through a national organisation of 150 advisers.”

Francis Jackson, CEO of Ascot Lloyd, said: “The acquisition of Aberdeen Financial Planning marks a major milestone on the Ascot Lloyd journey. The leadership team and advisers we encountered are highly experienced, skilled professionals who will integrate well into the culture at Ascot Lloyd. At the heart of the business we found a team who are committed and focused on the delivery of excellent financial planning and advice and believe the business to be a great fit for Ascot Lloyd, supporting our ambitious growth plans in the market.”

Dr. Daniel Baade, CEO of Dyer Baade & Company and financial adviser to Aberdeen, commented: “We are delighted to have advised Aberdeen on the sale of Aberdeen Financial Planning to Ascot Lloyd. The transaction brings together two established businesses and represents another significant development in the UK financial planning market. We greatly enjoyed working with the Aberdeen team and wish Aberdeen Financial Planning and Ascot Lloyd every success for the future.”