Thrivent
- Company typePrivate
- Founded1902
- HeadquartersMinneapolis, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
Thrivent firmographics
Firmographics- Name
- Thrivent
- Legal name
- Thrivent Financial for Lutherans
- Website
- https://thrivent.com
- Company type
- Private
- Founded year
- 1902
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Thrivent industry classification
Industry- Product category
- Insurance and Wealth Management
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411), Funds, Trusts, and Other Financial Vehicles (525)
- SIC
- Life Insurance (6311), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Participating (Dividend) Whole Life Insurance (FSAIABAI)
- akta.pro secondary industries
- Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments) (FSAAABAH), Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Endowments (Universities, Foundations, Nonprofits) (FSAAAGAC), Employee Benefit & Retirement Plan Trust Services (FSAAANAC)
Keywords
Where Thrivent is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Thrivent business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Products: Life insurance, disability income insurance, and long-term care strategy products issued by Thrivent. Products provide financial protection and security for individuals and families.
- Annuities: Annuity products providing retirement income solutions with various payout options and investment structures.
- Mutual Funds and ETFs: Actively managed mutual funds and ETFs across equity, fixed income, and multi-asset categories. Thrivent offers both traditional mutual funds and recently converted funds to ETF structures.
- Banking Services: Thrivent Bank, a Utah-chartered industrial loan company charter, provides digital banking services. The $1 billion-asset bank inherited roughly 50,000 members from the former credit union and reported $598 million in profit in 2024.
- Managed Accounts Program: Investment advisory services with minimum $25,000 investment and typical fee range of 0.9%-1.4%, with potential fees up to 2% or 2.5% for SMA/UMA accounts.
- Dedicated Planning Services: Comprehensive planning services with tiered fee structure: Foundational $900-$1,500, Enhanced $2,000-$4,500, Premier $5,000-$10,000 annually.
- Dividend Payouts: Record $590 million payout in dividends and policy enhancements to clients in 2026, including $441 million in dividends and $149 million in nonguaranteed policy benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Foundational - Comprehensive planning services entry level |
| Subscription | Annual | Enhanced - Mid-tier comprehensive planning |
| Subscription | Annual | Premier - High-touch comprehensive planning |
| Subscription | Annual | Managed Accounts Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Thrivent product offering
Product offeringCore offering
Thrivent provides insurance (life, disability income, long-term care), annuities, mutual funds and ETFs, and digital banking, delivered through financial advisors who offer advice, financial planning, managed accounts, and trust services. The company also operates a fraternal benefit society membership model with charitable giving programs such as Thrivent Choice and Thrivent Action Teams.
Product overview
Thrivent is a Fortune 500 financial services organization offering a comprehensive platform of insurance, investment, and banking products and services. The core offering centers on Thrivent Mutual Funds (over 20 actively managed funds across allocation, equity, and fixed income categories), Thrivent ETFs (5 actively managed ETFs as of late 2025), and Thrivent Bank (digital banking including checking, savings, and money market accounts). Insurance products include life insurance (term, whole, universal, variable universal), disability income insurance, and long-term care strategy. Advisory and planning services include the Managed Accounts Program (professional portfolio management), Dedicated Planning Services (comprehensive financial planning), and Trust Services. Generosity programs include Thrivent Choice (charitable giving with over $660M distributed since 2010), Thrivent Charitable (donor-advised funds), and Thrivent Action Teams (volunteer community projects). Specialized offerings include Church Loans for religious organizations and Private Investments for qualified investors. The company also operates a Virtual Advice Team with capacity for 400 virtual advisors as of 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Thrivent Choice: A fraternal program that gives clients with membership a voice in Thrivent's charitable giving, allowing members to direct Choice Dollars to nonprofit organizations
- Thrivent Action Teams
- Thrivent Charitable
Products and services
- Thrivent Bank Digital banking platform offering checking, savings, and money market accounts through Thrivent Bank, a Utah-chartered industrial loan company (Member FDIC) that converted from Thrivent Federal Credit Union in June 2024. Targets consumers seeking integrated financial advice and digital banking.
- Thrivent Mutual Funds Portfolio of actively managed mutual funds spanning allocation funds (Aggressive, Conservative, Dynamic, Moderate, Moderately Aggressive, Moderately Conservative), equity funds (Global Stock, International Equity, Large Cap Growth, Large Cap Value, Mid Cap Stock, Mid Cap Value, Small Cap Growth, Small Cap Stock), and fixed income funds (Government Bond, High Yield, High Yield Municipal Bond, Income, Multisector Bond, Municipal Bond, Short-Term Bond, Money Market). Designed for individual investors seeking diversified professionally managed portfolios.
- Thrivent ETFs Actively managed exchange-traded funds (ETFs) designed for diversification and strategic management. Includes five ETFs following the 2025 conversion of Mid Cap Value and Small Cap Value funds.
- Thrivent Annuities
- Thrivent Life Insurance
- Thrivent Disability Income Insurance
- Thrivent Long-Term Care Strategy
- Thrivent Church Loans
- Thrivent Managed Accounts Program
- Thrivent Dedicated Planning Services
- Thrivent Trust Services
- Thrivent Charitable
- Thrivent Private Investments
Quantifiable outcome
- 190,000 Thrivent Action Teams mobilized in 2025
- +4 more outcomes
Companies that use Thrivent
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Thrivent technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Thrivent partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Minneapolis FoundationminorThrivent contributed to the Minneapolis Foundation's Economic Response Fund with $3.5 million to support small businesses facing disruptions. Twenty-eight Minnesota companies contributed to the fund providing grants to help businesses maintain payroll, staff, rent, and inventory.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Thrivent competitors and assessment
Company assessmentDirect peers
- Ameriprise Financial: Advisor-led wealth management and insurance platform with comparable fee-based planning and managed account services. Overlaps with Thrivent's Dedicated Planning Services and Managed Accounts Program.
- Massachusetts Mutual Life Insurance (MassMutual): Mutual life insurer with participating whole life, annuities, and wealth management. Highly comparable product mix (dividend-paying whole life, retirement, advisory) and similar fraternal-adjacent positioning.
- Edward Jones: Large U.S. advisor-led wealth manager with branch-based distribution and mutual fund/ETF offerings. Comparable advisor-centric GTM motion and middle-America client base.
- New York Life Insurance: Mutual life insurer offering whole/universal life, annuities, and investment management. Direct competitor in participating whole life and a comparable mutual structure with advisor distribution.
- Guardian Life Insurance: Mutual life insurer with strong participating whole life franchise and growing wealth management business. Comparable advisor-led model and similar mutual/values-aligned positioning to Thrivent.
- Northwestern Mutual: Mutual/fraternal-style life insurer and wealth manager with $300B+ AUM, advisor-led distribution, and participating whole life. Closest comparable to Thrivent given its fraternal heritage, mutual structure, and integrated insurance/wealth platform.
Broad incumbents
- Nationwide Mutual Insurance: Mutual insurance and financial services conglomerate with life, P&C, and retirement products. Comparable mutual/fraternal-adjacent structure and diversified financial services offering.
- Lincoln Financial Group: Insurance and retirement solutions provider offering annuities, life insurance, and group benefits. Comparable in life/annuity and retirement focus with broader distribution.
- Principal Financial Group: Broadly diversified financial services firm offering retirement, insurance, asset management, and banking. Overlaps with Thrivent across multiple lines but operates as a public company with broader scale.
Others
- Fidelity Investments: Large asset manager and mutual fund/ETF provider competing with Thrivent's fund business. Not a direct competitor on insurance, but overlapping on retirement accounts and investment products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Thrivent social profiles
Digital presenceThrivent compliance and trust
Trust signalCompliance5 records
Thrivent financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thrivent leadership team
Management profileNumber of profiles
Profiles10 records
Thrivent subsidiaries and ownership
Company hierarchySubsidiaries6 records
Thrivent funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thrivent M&A and investment
M&A and investmentM&A3 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Thrivent
What does Thrivent do?
Thrivent provides insurance (life, disability income, long-term care), annuities, mutual funds and ETFs, and digital banking, delivered through financial advisors who offer advice, financial planning, managed accounts, and trust services. The company also operates a fraternal benefit society membership model with charitable giving programs such as Thrivent Choice and Thrivent Action Teams.
Is Thrivent a public or private company?
Thrivent is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Thrivent founded?
Thrivent was founded in 1902. It employs 5,001 to 10,000 people.
Where is Thrivent based?
Thrivent is headquartered in Minneapolis, United States, in the North America region.
How does Thrivent make money?
Seven revenue lines are on record. Insurance Products are the primary driver. The others are annuities, mutual Funds and ETFs, banking Services, managed Accounts Program, dedicated Planning Services and dividend Payouts.
Who are Thrivent's main competitors?
Direct peers on record are Ameriprise Financial, Massachusetts Mutual Life Insurance (MassMutual), Edward Jones, New York Life Insurance, Guardian Life Insurance and Northwestern Mutual. Broad incumbents are Nationwide Mutual Insurance, Lincoln Financial Group and Principal Financial Group. Fidelity Investments is listed as an others.
Does Thrivent have an API?
No public API is recorded for Thrivent.
What industry is Thrivent in?
Thrivent's product category is Insurance and Wealth Management. Its primary akta.pro industry code is FSAIABAI, Participating (Dividend) Whole Life Insurance, with a secondary code of FSAAABAH, Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments). Its NAICS code is 52411 and its SIC code is 6311.