Thrivent Unveils Brand Refresh: ‘Where Money Means More’
MINNEAPOLIS, March 17, 2025 /PRNewswire/ — Thrivent announced a comprehensive brand refresh and a new marketing tagline, “Where Money Means More,” reinforcing its position as a Fortune 500 company dedicated to integrating generosity with financial services.
This transformation, backed by a $50 million national marketing campaign, underscores Thrivent’s unique approach, which merges financial planning with a focus on giving back. The initiative aims to cultivate deeper connections with existing and prospective clients, ensuring better service for future generations.
The revamped brand and tagline reflect Thrivent’s distinctive ability to combine financial services with a spirit of generosity. “We haven’t always been vocal about our story, but that’s changing with the refreshed brand and campaign,” said Carolyn Sakstrup, Thrivent’s Executive Vice President and Chief Growth & Generosity Officer. “Thrivent’s commitment to providing expert financial advice and supporting generosity is unmatched in the financial services industry. This brand refresh highlights our unique approach and allows us to better share our story nationwide.”
Expanding Reach and Relevance
Thrivent’s new advertising campaign is designed to connect with its target audience across the nation – individuals who strategically plan their finances to support their loved ones, favorite causes, and local communities.
The company is significantly increasing its marketing investment from $32 million in 2024 to over $50 million this year, aimed at expanding its reach and relevance among new audiences. This increased spending is also designed to align Thrivent’s marketing efforts with those of its competitors. Ads will be featured during high-profile televised sporting events, including college basketball, the NFL Draft, and Major League Baseball, and on podcasts across platforms like iHeartMedia.
The campaign will span social media, digital video, and other channels, and to strengthen its presence in local communities, Thrivent has also created a new marketing toolkit for its thousands of financial advisors. This toolkit will assist them in sharing their story and connecting with both current and potential clients, helping even more people plan for their future, establish legacies, and improve their communities.
The brand refresh was developed in partnership with the creative agency MONO, and Assembly for their media buying strategies.
A Tagline Reflecting Transformation
The brand refresh represents a pivotal evolution for Thrivent, mirroring the company’s transformation into a holistic financial services provider that prioritizes generosity in saving and investing. The new tagline, “Where Money Means More,” encapsulates Thrivent’s distinctive approach to infusing financial services with a generous spirit – a core element of the company’s over 120-year legacy.
Currently, Thrivent serves over two million clients and manages more than $193 billion in assets, maintaining superior financial health ratings from Moody’s and S&P. In 2024 alone, Thrivent and its clients contributed $331 million through the company’s generosity programs and volunteered 15 million hours in community service.
Preserving the Core, Modernizing the Aesthetic
While the core brand identity remains, the updated logo, centered around a red heart, will continue to symbolize Thrivent’s client-centered approach. The heart is formed by two arches, often seen in churches, representing financial strength and honoring the company’s faith-based heritage.
New creative elements include modernized fonts, authentic photography that highlights Thrivent clients, and warm color tones. Following extensive research involving thousands of current and prospective clients, over 70% indicated they would be proud to work with Thrivent after seeing the refreshed brand.
The brand refresh launched today and will be rolled out gradually throughout the year. The initial ad and other assets are available on Thrivent’s Newsroom.
