Jasmine Birtles
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Phoenix Group Rebrand: The Smart Time to Buy Before It Becomes Standard Life plc
Ruby Layram
8th Sep 2025
In case you didn’t know, Pheonix Group shares recently dropped by 5%- causing a bit of a stir amongst investors. The drop comes ahead of the retirement savings firm’s rebrand to Standard Life, which is expected to come into fruition later this year.
While this kind of drop might cause some investors to panic. I personally believe that now could be an excellent time to stock up on the shares, before the price recovers! You know what they say, “buy when others panic!”- that’s the contrarian way!
Here’s everything you need to know about Pheonix Group and why adding them to my watchlist for September 2025!
Strong dividend yield
Let’s talk income. Phoenix Group is dangling an eye-watering dividend yield of around 8.5%. That’s one of the highest in the entire FTSE 100.
To put that into context, you’re getting more than double what most savings accounts offer, and significantly more than the 4–5% bonds yield!
Despite its recent wobble, Phoenix Group Plc stands out as one of the best dividend stocks for UK investors. And now could be a golden opportunity to buy at a low price.
A history of strong results
The reason the recent dip surprised investors is that Pheonix Group has a relatively solid history when it comes to performance.
According to their 2024 results, the company saw a 34% improvement in retail gross inflows and increased its total operating performance by 7.2 per cent compared with the previous year to €61.3 billion. And this strong performance continued into the first half of 2025, where they reported a pretax profit of £8 million.
So, in my eyes, the recent dip is a bit of an anomaly. And all of the signs point to a recovery further down the line!
A bit of a warning..
Of course, just because a stock has performed well in the past, doesn’t mean that it will always recover. There is no telling what will happen after the rebrand to Standard Life and investors should proceed with caution!
Standard Life isn’t new
Phoenix is planning a rebrand to Standard Life, bringing back a storied name with roots stretching back to 1825. That’s the kind of legacy branding big investors often trust, paired with modern tech and pension services. Some investors are saying that this blend of tradition and innovation could reshape its market perception.
If I wanted to invest in Pheonix Group, I would use eToro
If I wanted to buy shares of Pheonix Group, whilst the stock price is low, I would use eToro.
eToro is a popular UK investment platform that offers fractional investing- which means that you can buy shares in Pheonix Group from as little as $10.
Additionally, eToro offers a good range of ETFs and ready-made Smart Portfolios for hassle-free investing (without needing to spend hours, knee-deep in research!).
It is an excellent platform for both new and experienced investors who want to build a diverse portfolio in 2025.
Your money is at risk.
How to Buy Phoenix (PHNX) Shares on eToro
If you want to invest in Phoenix Group whilst shares are low, here’s how to do it on eToro!
Step 1: Open Your eToro Account
Head to eToro’s website or app, sign up, and complete any required ID verification.
Step 2: Add Funds
Deposit GBP using your preferred method: bank transfer, debit card, etc.
Step 3: Search for PHNX.L
Type “Phoenix Group” or ticker PHNX.L (the exchange will show a “Buy” option)
Step 4: Choose Your Investment Size
You can buy in pounds or in whole shares, whatever suits your strategy.
Step 5: Set Your Order
Select market or limit order and go, your income-generating position is live, and dividends will be paid into your eToro account automatically.
Final thoughts
Yes, Phoenix shares have dropped, but that yield is still outstanding, and their cash model remains strong. Plus, the rebrand could put the retirement savings firm back on the map, attracting a new wave of investors.
For income-focused investors looking for something dependable (and a little bold), this might well be the moment to add some shares to your portfolio!
This isn’t investment advice, just a MoneyMagpie perspective. Always do your own research and understand your risk tolerance. There is no guarantee that the price of a share will recover after a drop and your money is always at risk.
Do you want to learn more about investing? To keep on top of the latest developments in the wider investing sphere sign up to the fortnightly MoneyMagpie Investing Newsletter. It’s free and you can unsubscribe at any time.
Disclaimer: MoneyMagpie is not a licensed financial advisor and therefore information found here including opinions, commentary, suggestions or strategies are for informational, entertainment or educational purposes only. This should not be considered as financial advice. Anyone thinking of investing should conduct their own due diligence. Companies listed above are not necessarily endorsed by Money Magpie. When investing your capital is at risk.
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