Thrivent: A Purposeful Approach To Financial Services

Traditional financial services have long focused on helping people build wealth. But for many consumers, the biggest question is how to use their money in ways that reflect what matters to them.

For more than 100 years, Thrivent, a Fortune 500 financial services company that puts generosity at the heart of saving and investing, has operated on the belief that money is a tool, not a goal. Through a slate of services ranging from financial planning to generosity programs, the Minneapolis-based company helps people connect their financial decisions to their values, their communities, and the impact they want to have in the world.

Rather than a singular focus on wealth accumulation, the organization centers purpose and generosity in every financial decision, helping members build financial plans that support communities and causes they care about most. The goal is for clients to experience stronger financial footing, a clearer purpose, and lives of greater service and impact.

By embedding this philosophy across its entire business model, from how financial advisors engage with clients to how success is measured, Thrivent is redefining what it means to deliver purpose-based financial advice.

Thrivent is undertaking an intentional, multi-year transformation to reshape what financial services can look like for Americans:

• • Purpose-based advice. The core tenet of Thrivent’s model is helping clients build financial plans that reflect their values, their communities, and the legacy they want to leave behind. Financial advisors take a values-based approach, integrating advice, insurance, investments, banking, and generosity programs into one cohesive financial strategy.
  • Expanding financial education. As Thrivent continues to evolve, financial education is part of its approach. Rather than waiting for clients to find them, Thrivent is creating new pathways to engage people earlier in their financial journeys: in communities, in places of worship, and online. By framing money as a tool, rather than a goal, Thrivent encourages conversations about planning, giving, and living with purpose.
  • Modern digital experiences. Thrivent is investing in digital tools that expand access to financial education. Through integrated, interactive platforms like Virtual Advice, Money Canvas, and mobile banking services, clients can engage with financial planning resources across multiple channels however they choose.
  • Reaching new markets. While historically concentrated in the Upper Midwest, Thrivent is actively expanding into new regions. By increasing its reach in markets it hasn’t traditionally served, the organization aims to help more people lead financial lives with purpose.

Thrivent offers investment products, banking services, and financial education to support a wide range of clients. Its unique premise amplifies the generosity of clients, their communities, and its workforce, supporting their desire to give and serve wherever—and however—they choose.

The results highlight the scale of Thrivent’s approach.

Looking ahead, Thrivent remains committed to bringing purpose-based financial services to households across the country. To meet increasing demand, Thrivent plans to hire 600 new financial advisors in 2026, who will operate as virtual advisors, independent practitioners, or as part of a team with a flexible affiliation model.

As the company grows, the principle at the center of their work remains: money is a tool, not a goal. By helping clients weave generosity into their financial lives, Thrivent looks to advance a model of financial services rooted in purpose and impact.