Welcome to a site all about brilliant simplicity.

At Aberdeen, simplicity is something we really value. We believe in not overcomplicating things, in being open, approachable and telling things as they are.

That's why we focus on doing only one thing — managing assets for our clients. We approach investment in a clear and straightforward way, and we deal with our clients in the same manner. Simply asset management is our promise.

In this site, we thought it would be fun to explore and celebrate some other things in life — including people, design and ideas — that we feel embody our 'simple' philosophy and attitude. We hope you enjoy it.