Our new brand

Have a question about our recent rebrand? Check out some answers below. And if you have a question you don't see answered here, please email us at mail@thrivent.com.

Why did you embark on the rebrand?

We are transforming the way we do business, including our brand, to ensure we’re continuing to put our clients at the center of everything we do, and that the experiences you have with Thrivent are better than ever before – from a redesigned website, to new digital tools and streamlined processes that will make things easier for you.

Our new brand reflects our fundamental purpose as an organization: we believe humanity thrives when people make the most of all they’ve been given. We’ve also refined our promise to you: we’re here to help you achieve financial clarity, enabling lives full of meaning and gratitude.

Our purpose and promise have guided our new brand expression, including an updated look and feel, a modernized digital experience, and an improved way of showing up for you today and in the future.

Even though we’ve modernized our brand, we’re staying true to what has made us special for more than 100 years – helping clients make financial decisions guided by their faith.

Will any of my current services be changing?

Current Thrivent clients won’t see any change in service and our core offerings remain the same – advice, investments, insurance, banking and generosity. We’re also challenging ourselves to create new and better products, programs and experiences to help us serve you even better than before.

Why doesn't Thrivent’s new logo have a cross?

While our new logo doesn’t include a cross like our most recent logo did, we’ve maintained a longstanding symbol of what makes our organization special – the heart. Faith remains the underpinning of Thrivent as we strive to help people make the most of all God has given them.

Will Thrivent continue to serve Christians and their families?

Yes. Our unique structure as a fraternal benefit society serving those united by a common bond of Christianity remains the same. To purchase traditional life, health and annuity products, clients must qualify for membership based on our common bond.

I don't identify as Christian, can I use Thrivent?

Thrivent is a holistic financial services organization and we will continue to offer products, services, and experiences for people that want to achieve financial clarity, enabling lives full of meaning and gratitude.

Explore more at Thrivent.com.