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Welcome to our new brand

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Here are some ways you’ll experience Thrivent’s transformation.

We have reimagined Thrivent’s future, and it is bright! We recently launched a new brand to introduce the organization to the millions of Christians who don’t know us. Our new brand shows how we’re different—how we see money as a tool, not a goal, as you make financial decisions informed by your faith. So you can live a life full of meaning and gratitude.

Through our brand, we’re going to tell Thrivent’s story in a new and compelling way. And the central part of that narrative is you.

Our hope is that you will experience an organization that’s centered around you and your needs. Whether you’re meeting with one of our knowledgeable financial professionals, investing in mutual funds or managing your accounts online, we want you to have the best experience possible.

Here are some of the ways you’ll see Thrivent’s new brand come to life:

Redesigned website

Our website,, was redesigned to reflect the new brand. More importantly, sites featuring offerings like Thrivent Mutual Funds1 and Thrivent Credit Union2 are now housed together—with a single “front door” to welcome you to all that Thrivent has to offer. We hope you’ll find it easier now to connect with us and navigate the breadth of our offerings.

Client-friendly tools and experiences

Clients expect modern and simple digital experiences, so we’re delivering. Look for new ways to interact with Thrivent digitally.

New advertising campaign

What good is a new brand if you don’t share it with the world? Thrivent will debut a national advertising campaign this summer, across television, digital and other channels, introducing our organization to a new generation.

“Thrive with Purpose” will be incorporated throughout the campaign. The idea highlights our 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 financial decisions guided by their faith and pave the way for a future that is clearer and more meaningful.

New logo on buildings, materials

Our new logo honors our past—the warmth of our heart—while coming across in a vibrant, modern way. You’ll start seeing it on buildings, materials, advertising and more.

And you’ll have the chance to vote on the new design for the well-loved Live Generously T-shirts, distributed as part of Thrivent Action Teams.3 Look for details soon on how to cast your vote on

1The principal underwriter for Thrivent Mutual Funds is Thrivent Distributors, LLC. Member FINRA. Asset management services provided by Thrivent Asset Management, LLC. Both subsidiaries of Thrivent Financial for Lutherans.

2Deposit and lending services are offered by Thrivent Credit Union, the marketing name for Thrivent Federal Credit Union, a member-owned not-for-profit financial cooperative that is federally insured by the National Credit Union Administration and doing business in accordance with the Federal Fair Lending Laws. Insurance, securities, investment advisory and trust and investment management accounts and services offered by Thrivent, the marketing name for Thrivent Financial for Lutherans, or its affiliates are not deposits or obligations of Thrivent Federal Credit Union, are not guaranteed by Thrivent Federal Credit Union or any bank, are not insured by the NCUA, FDIC or any other federal government agency, and involve investment risk, including possible loss of the principal amount invested. Must qualify for membership in TCU.

3Member benefits and programs are not guaranteed contractual benefits. The interpretation of the provisions of these benefits and programs is at the sole discretion of Thrivent. Thrivent reserves the right to change, modify, discontinue, or refuse to provide any of the membership benefits or any part of them, at any time. You should only purchase and keep insurance and annuity products that best meet the financial security needs of you and your family and never purchase or keep any insurance or annuity products to be eligible for nonguaranteed membership benefits.

Refer to the Thrivent Investment Management Inc. Form CRS Relationship Summary for more information about us; our relationships and services; fees, costs, conflicts, and standard of conduct; disciplinary history; and additional information. Refer to the Thrivent Investment Management Inc. Regulation Best Interest Disclosure document for information on fees, products, services, potential conflicts of interest, and additional information. Both are available upon request from your financial advisor or professional and on