Thrivent refreshes brand; ‘Where money means more’

MINNEAPOLIS, March 17, 2025 /PRNewswire/ -- Thrivent today announced a refreshed brand and new marketing tagline, "Where Money Means More," that reinforces its deep expertise as a Fortune 500 company that puts generosity at the heart of saving and investing. Brought to life through a $50 million national marketing campaign, the new look emphasizes Thrivent's differentiated story at the intersection of financial planning and generosity, creating deeper connections with both current and prospective clients to better serve future generations.

"We've previously been humble about telling our story, but that's all changing through our refreshed brand and new campaign," said Thrivent EVP and Chief Growth & Generosity Officer Carolyn Sakstrup. "Thrivent's focus on providing expert financial advice and helping support generosity is something we believe no other financial services company does as well as we can. Refreshing our brand highlights this differentiation and helps us better tell our story nationwide."

Connecting with audiences everywhere
Thrivent's new ad campaign reaches its desired audience from coast to coast – individuals who plan their finances for the people, causes and communities they love. The company is boosting its marketing investment from $32 million in 2024 to over $50 million this year to help expand its reach and relevancy with new audiences. The larger spending also helps bring Thrivent to parity with its peers in financial services.

Ads will air during nationally televised high-profile sporting events such as college basketball, the NFL Draft and Major League Baseball and on popular podcasts across platforms including iHeartMedia. The campaign will also come to life across social media, digital video, and other channels.

To help reach local communities across the country, Thrivent also created a new marketing toolkit for its thousands of financial advisors. This toolkit will allow them to better share their story and reach current and prospective clients, ensuring they can help even more people plan for the future, establish legacies for their loved ones and make their communities better.

The company collaborated on the brand refresh with its creative agency, MONO, and partnered with Assembly to create its media buying strategy.

A reimagined tagline embodies the company's transformation

The brand refresh marks an important evolution for Thrivent – one that reflects the company's business transformation into a holistic financial services company that puts generosity at the heart of saving and investing.

The new tagline, "Where Money Means More," simply describes Thrivent's unique ability to infuse financial services with generosity – an integral part of the company's 120+ year legacy. Today, Thrivent serves over two million clients, manages more than $193 billion in assets, and holds superior financial health ratings from Moody's and S&P. And in 2024 alone, Thrivent and its clients raised and donated $331 million through the organization's generosity programs and volunteered 15 million hours toward community service.

Keeping the brand's iconic logo while modernizing its look and feel
Thrivent's logo – which features a red heart – will remain the centerpiece of the brand, continuing to serve as a symbol of Thrivent's commitment to putting clients at the center of all it does. Forming the heart are two arches, which can commonly be seen in churches, to represent financial strength and honor the company's history rooted in faith.

New creative aspects include modernized fonts, authentic photography reflecting Thrivent clients and warm color tones. After extensive research with thousands of current and prospective clients, more than 70% said they'd be proud to work with Thrivent after seeing the refreshed brand.

The brand refresh launches today, with a phased rollout continuing throughout the year. The launch ad and other assets can be found on Thrivent's Newsroom here.