I regret that I am old enough and with a history that makes divesting from thrivent a costly endeavor -- especially at this time of economic crisis. But I am not sure I would recommend this as anything more than a financial services company. It is not special anymore. Not just because it is not Lutheran but because it does not connect through a common faith or values -- only the common goal to make money. I am not sure why or how it is still possible for thrivent to still be a fraternal. It probably should be what it is -- a financial services company little different from Fidelity or Mass Mutual or a hundred other companies. It is big. Too big in my book. It does not care if you have a faith as long as you have money. And so that is where it all led. I said this would be the end a long time ago. The new logo only confirms it -- thrivent a very small and cold heart.
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.