Thrivent Unveils Brand Refresh with Emphasis on Generosity and Purpose

Thrivent Unveils Brand Refresh Emphasizing Purpose and Generosity

In a significant move aimed at redefining its identity, Thrivent has officially launched a refreshed brand and new tagline, "Where Money Means More™." This initiative underscores the company’s deep expertise in combining financial services with the essence of generosity, marking a pivotal transformation for the Fortune 500 financial services provider.

This brand evolution is not just cosmetic; it is a heartfelt message intended to resonate with individuals across the United States. With a commitment to increased visibility, Thrivent is investing over $50 million in a national marketing campaign that promises to enhance connections with both existing and prospective clients, ensuring that future generations recognize the vital intersection of financial planning and acts of kindness.

A New Marketing Strategy

According to Carolyn Sakstrup, Thrivent's Executive Vice President and Chief Growth & Generosity Officer, the company has traditionally been modest about sharing its story and mission. Now, she asserts, it's time for that narrative to shift. Thrivent is poised to showcase how it uniquely delivers expert financial advice alongside fostering generosity, a combination she believes sets Thrivent apart in the competitive financial services landscape.

The marketing campaign aims not only to reach established clients but also to target newer audiences who prioritize financial planning tailored to their personal values—those who wish to support the causes and communities they care about through their financial choices. This year, the marketing budget has seen a jump from $32 million to over $50 million, positioning Thrivent to compete more effectively with peers in the sector.

Strategic Media Collaborations

The campaign's rollout will see Thrivent’s ads featured during high-profile national sporting events, including college basketball finals, the NFL Draft, and Major League Baseball games. Moreover, popular podcast platforms such as iHeartMedia will serve as additional channels, ensuring widespread reach.

To enable local financial advisors to share their stories effectively, Thrivent has developed a comprehensive marketing toolkit. This resource aims to empower advisors to connect with potential clients and help them secure their financial futures, establish family legacies, and enhance their communities.

Embracing a Legacy

The brand’s refresh is symbolic of an important evolution for Thrivent, embodying a commitment to holistic financial services that integrate generosity at every level of saving and investing. The tagline "Where Money Means More™" succinctly encapsulates this mission, reflecting a legacy of over 120 years in the industry.

Currently, Thrivent proudly serves more than two million clients and manages assets exceeding $193 billion. The organization also boasts commendable financial health ratings from independent agencies, including an A++ rating from AM Best and an AA+ from SP Global Ratings. In the past year alone, Thrivent and its clients collectively donated $331 million and volunteered 15 million hours to community service, reinforcing the company’s commitment to positive social impact.

A Modernized Visual Identity

On the visual front, while the central logo of Thrivent—a red heart—remains unchanged, there has been a modernization of its overall look and feel. Key features now include contemporary fonts, vibrant imagery showcasing real Thrivent clients, and warm color palettes. Initial research garnered positive feedback, with over 70% of respondents expressing pride in the refreshed brand identity.

As part of its phased rollout, the brand refresh officially kicks off today, with the launch advertisement and additional materials accessible through Thrivent’s newsroom. The fresh look and invigorated messaging are expected to play a crucial role in Thrivent’s strategy moving forward, aligning both its heritage and its future aspirations.

Conclusion

Thrivent is not just refreshing its brand for aesthetic purposes; it is fundamentally reorienting how it communicates its values and mission. By merging financial responsibility with the ethos of generosity, Thrivent is set to enhance its relationships with clients while continuing its proud legacy of supporting communities across America. For more details about Thrivent’s offerings, visit Thrivent.com or connect through their social media channels.