Thrivent — a not-for-profit life and annuity issuer — is spending $50 million to raise its profile and communicate the idea that planning for the future is a way to show love.
"For some of us, personal finances aren't just personal," a narrator says as all different kinds of neighbors gather to jog through a community.
The ad then shows images of other people moving through their communities, and into financial professionals' offices, as the narrator says, "We use money as a tool to help all the people we hold in our hearts. Loved ones. Neighbors. The communities we call home and the causes we care about."
Thrivent ends the commercial by declaring, "The most important thing isn't what you're planning for. It's who."
The Minneapolis-based fraternal benefit society is running the ads and others that are part of the new marketing campaign during high-profile sporting events, such as college basketball games and Major League Baseball games.
It's also running the ads on podcasts and social media channels.
Thrivent is officially known as Thrivent Financial for Lutherans.
The company serves 2.4 million people of all kinds, but it's descended from two groups for Lutherans. The older group was founded in 2002.
Today, the company sells life insurance, disability insurance, annuities, investments and financial advice.
The company generated $12 billion in revenue in 2024 on $193 billion in assets.
A screenshot from one of Thrivent's new television commercials.
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