“Thrive with purpose”: Thrivent launches new brand to reflect its fundamental purpose

17 July 2020


On 1 June 2020, ICMIF member Thrivent (USA) launched a new brand to reflect its purpose and promise to clients as part of its ongoing transformation as an organisation. The new brand is intended to fuel growth and relevance among a new generation of clients and show how Thrivent is a truly unique financial services organisation.

Thrivent’s new brand reflects its fundamental purpose as an organisation: “We believe humanity thrives when people make the most of all they’ve been given.” Thrivent has also refined its promise to clients: “We’re here to help you achieve financial clarity, enabling lives full of meaning and gratitude.”

Thrivent’s purpose and promise have guided its new brand expression. This includes a new logo design and redesigned website, engaging with clients in a holistic, appealing and digital-first way, today – and in the future. Thrivent says it will debut a national advertising campaign this summer across television, print, digital and other channels to introduce the organisation to a new generation.

“Thrive with Purpose” will be incorporated throughout the campaign. The idea highlights Thrivent’s unique approach to helping clients build a financial strategy that allows them to use money as a tool to focus on their priorities and goals—to make purposeful financial decisions that reflect their values and pave the way for a future that is clearer and more meaningful.

Thrivent is undergoing a transformation. We’re transforming to stay relevant for future generations of clients. Our new brand is part of that. It’s how we’ll tell the world who we are,” commented Lisa Flanary (pictured), Senior Vice President and Chief Growth Officer, introducing the new brand to Thrivent clients in the quarterly Thrivent Magazine.

Brand, however, is much more than a logo. It will encompass everything you see, hear and feel when clients — and those new to Thrivent—interact with us. We are transforming the way we do business to ensure the experiences clients have with Thrivent are better than ever before—from a redesigned website, to new digital tools and streamlined processes that will make things easy for our clients,” Flanary concluded.

As a mission-driven, membership-owned fraternal organisation and a holistic financial services organisation, Thrivent offers its more than two million clients a broad range of financial solutions to help them thrive, including insurance, banking, investment options and financial advice. Driven by a higher purpose at its core, Thrivent is committed to focusing on their client’s goals and priorities, guiding them towards financial choices that will help them live the life they want today – and tomorrow.

Thrivent’s rebranding is just one way the organisation is transforming how it does business: ensuring it continues to put clients at the centre of everything it does and provide them with a modernised and digital experience.

For member-only strategic content on the cooperative/mutual insurance sector, ICMIF members have exclusive access to a range of online resources through the ICMIF Knowledge Hub.

Scroll to Top