Thrivent has announced a refreshed brand and new marketing tagline, “Where Money Means More™,” that reinforces its deep expertise as a Fortune 500 company that puts generosity at the heart of saving and investing. Brought to life through a $50 million national marketing campaign, the new look emphasizes Thrivent’s differentiated story at the intersection of financial planning and generosity, creating deeper connections with both current and prospective clients to better serve future generations.
The company is boosting its marketing investment from $32 million in 2024 to over $50 million this year to help expand its reach and relevancy with new audiences.
Ads will air during nationally televised high-profile sporting events such as college basketball, the NFL Draft and Major League Baseball and on popular podcasts across platforms including iHeartMedia.
The new tagline, “Where Money Means More™,” simply describes Thrivent’s unique ability to infuse financial services with generosity – an integral part of the company’s 120+ year legacy.
Thrivent highlights:
- Serves of two million clients
- Manages more than $193 billion in assets
- Holds superior financial health ratings from Moody’s and S&P.
- In 2024 alone, Thrivent and its clients raised and donated $331 million through the organization’s generosity programs and volunteered 15 million hours toward community service.
What does this mean for you?
- Increased awareness of Thrivent’s values, generosity and financial strength
- Clients will better understand what sets Thrivent apart from other financial services organizations
- Rebranded materials will be introduced throughout the year as they come up for annual renewal.
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