Thrivent Advisor Network

What Thrivent Advisor Network does

Thrivent Advisor Network (TAN) is a wholly owned subsidiary of Thrivent and operates as an SEC-registered investment adviser (RIA) hybrid platform that serves independent financial advisors and the practice owners of mid-market wealth management firms across the United States. Founded in September 2019 and headquartered in Minneapolis, Minnesota, TAN addresses the operational burden faced by independent advisors — regulatory compliance, technology selection and integration, custody, billing, and back-office operations — by providing these as managed services while preserving advisor autonomy, brand, and ownership. The company reported 51-100 employees and oversaw $6.1 billion in aggregate assets under management across 16 independent advisory businesses as of December 31, 2023.

TAN's core technology is the proprietary Advisor Gateway portal, a single-sign-on hub built from scratch with advisor input that integrates a curated ecosystem of third-party tools: Charles Schwab and Fidelity for custody; Redtail and Salentica for CRM; Black Diamond, Orion, and SmartX for portfolio management; MoneyGuidePro, HolistiPlan, and AdvicePay (with DocuSign) for financial planning and billing; and Morningstar for research. A complementary Client Gateway provides client-facing account and document access. Service modules are organized into Compliance & Risk Management (regulatory filings, E&O coverage, licensing), Integrated Technology Platform, Investment & Planning Solutions (investment management, insurance, trust services in all 50 states, commission-based securities via Purshe Kaplan Sterling Investments, and charitable planning), and Business Building Support (billing, IT, operations).

Revenue is generated through a transparent, upfront core services fee billed monthly that scales with advisor business growth (subscription/recurring), supplemented by commission-based revenue from the broker-dealer relationship with Purshe Kaplan Sterling Investments (transaction fee). Go-to-market is hybrid: an enterprise field sales motion led by a dedicated growth team recruits established practices considering independence or RIA transition, while a community-led motion leverages the annual RISE conference, Advisory Council, peer cohorts, and the Thrivent Advisor Network Exchange forums to drive organic advisor recruitment through peer referrals.

Name

Thrivent Advisor Network

Legal name

Thrivent Advisor Network, LLC

Website

https://thriventadvisornetwork.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Thrivent Advisor Network is a wholly owned, SEC-registered RIA subsidiary of Thrivent that provides independent mid-market financial advisors with compliance, curated technology, custody, and back-office services across 16 affiliated practices representing $6.1B in AUM.

Ownership category

akta.pro rank

Product category

Wealth Management Platform

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Investment Management Advisory (RIA) (FSAEAAAB)

akta.pro secondary industries

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA), Financial Planning–Led RIAs (FSAAACAB), Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ)

Keywords

• Registered investment adviser
• Advisor compliance services
• RIA technology platform
• Independent advisor support
• Wealth management infrastructure

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Investment Advisory Services Fees: Core fee-based revenue from providing registered investment advisory (RIA) services to affiliated advisor practices. Transparent upfront fee structure that scales competitively with advisor business growth. Includes access to technology platform, compliance support, and operational services.
2. Commission Solutions: Access to commission-based securities products through broker-dealer relationship with Purshe Kaplan Sterling Investments, enabling advisors to offer both fee-based and commission-based products to clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Thrivent Advisor Network provides a registered investment adviser (RIA) hybrid platform that enables independent financial advisors to operate their own practices while operating under TAN's SEC registration. The offering combines compliance and risk management support, a curated integrated technology stack (Advisor Gateway portal, CRM, financial planning, portfolio management, document management), investment and planning solutions including commission-based products through broker-dealer Purshe Kaplan Sterling Investments, and business operations support.

Product overview

Thrivent Advisor Network (TAN) is a registered investment adviser (RIA) and hybrid platform that provides independent financial advisors with a curated ecosystem of integrated technology, compliance services, investment solutions, and business support. The core platform includes Advisor Gateway—a proprietary single-login portal connecting advisors to multiple business tools—and Client Gateway for client access. The service portfolio comprises four integrated modules: Compliance & Risk Management (regulatory filings, E&O coverage, licensing), Integrated Technology Platform (curated tech stack with custodian choices), Investment & Planning Solutions (investment management, insurance, trust services, charitable planning), and Business Building Support (billing, operations, IT). Advisors access these through a best-in-class technology ecosystem including Charles Schwab and Fidelity as custodians, Redtail/Salentica CRM, Black Diamond/Orion portfolio management, Money Guide Pro/Holistiplan financial planning, and Morningstar research, all unified via Advisor Gateway's single sign-on.

Differentiator

Problem solved

Functional benefit

Brands

• Advisor Gateway: A proprietary portal built from the ground-up to meet the needs of advisors and their staff, providing technology that is secure, easy to use, and integrates with existing systems.

Products and services

• Advisor Gateway A proprietary single-login portal built from scratch for affiliated advisors and their staff, providing access to business tools, technology partners, communications, content, account data, news feeds, team directory, portfolio reporting, and market data; designed as the unified front door to the TAN RIA technology platform.
• Client Gateway Client-facing portal providing clients of affiliated advisors secure access to account data, agreement and invoice history, and financial planning documents via single-sign-on.
• Compliance & Risk Management Services Outsourced compliance team providing regulatory reviews and responses, filings, marketing and advertising reviews, E&O coverage including cybersecurity insurance, and licensing and registration maintenance for affiliated advisory practices operating under TAN's SEC registration.
• Integrated Technology Platform Curated integrated technology platform featuring core financial technology choices, custodian integration with either Fidelity or Schwab, business management technology, and single-sign-on portals (Advisor Gateway and Client Gateway) for affiliated advisors and their clients.
• Investment & Planning Solutions Distribution access for affiliated advisors to investment management solutions, insurance solutions, commission-based securities through the broker-dealer relationship with Purshe Kaplan Sterling Investments, trust services available in all 50 states, and charitable and gift planning solutions.
• Business Building Support Business support services for affiliated advisors including one-on-one support, service teams, ADV and disclosure mailing operations, full-service billing and compensation with flexible options, and responsive IT support.

Quantifiable outcome

• M25 Advisors doubled assets under advisement from $125M to $250M in first two years with TAN
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core, minor and supporting.

• Habitat for HumanitycoreStrategic or Co-development Partner · 1 January 2005Thrivent partnership with Habitat for Humanity for affordable housing. Invested over $280 million in safe and affordable housing since 2005. Advisors and Thrivent teams participate in volunteer building events.
• Foundation for Financial PlanningcoreStrategic or Co-development PartnerThrivent Advisor Network advisors are given the opportunity to provide pro-bono financial planning to those in need through partnership with Foundation for Financial Planning. Supports purpose-driven advisory practices.
• California Love DropminorStrategic or Co-development PartnerNon-profit founded by Wing Lam of Wahoo's taco empire. TAN RISE 2023 helped serve 100,000 meals for healthcare workers and first responders through this organization.
• Purshe Kaplan Sterling InvestmentscoreTechnology or IntegrationBroker-dealer relationship providing commission solutions for TAN advisors, enabling them to offer both fee-based and commission-based securities products to clients.
• Charles SchwabcoreTechnology or IntegrationCustodian choice available to TAN advisors through Schwab Advisor Services platform for custody of client assets and trading services.
• Fidelity InvestmentscoreTechnology or IntegrationCustodian choice available to TAN advisors for custody of client assets and trading services through Fidelity's platform.
• Redtail TechnologysupportingTechnology or IntegrationCRM solution available to TAN advisors as part of curated technology platform for client relationship management.
• SalenticasupportingTechnology or IntegrationCRM solution available to TAN advisors integrated with Salesforce for enhanced client relationship management capabilities.
• Black Diamond (Advent)supportingTechnology or IntegrationPortfolio management and reporting platform available to TAN advisors for investment portfolio management and performance reporting.
• Orion Advisor TechsupportingTechnology or IntegrationPortfolio management platform available to TAN advisors for comprehensive portfolio accounting and reporting.
• SmartX AdvisorysupportingTechnology or IntegrationPortfolio management solution available to TAN advisors for integrated portfolio management and reporting.
• AdvicePaysupportingTechnology or IntegrationFinancial planning agreement and billing platform with DocuSign integration available through Advisor Gateway for paperless agreement signing and invoicing management.
• MoneyGuidePro (Envestnet)supportingTechnology or IntegrationFinancial planning software available to TAN advisors for comprehensive client financial planning.
• HolistiPlansupportingTechnology or IntegrationFinancial planning tool available to TAN advisors for tax-efficient planning and analysis.
• MorningstarsupportingTechnology or IntegrationInvestment research and data platform available to TAN advisors for investment analysis and portfolio construction.
• DocuSignsupportingTechnology or IntegrationElectronic signature integration available through Advisor Gateway and AdvicePay for client agreement and document signing.
• The American College of Financial ServicessupportingStrategic or Co-development PartnerProvides Chartered Advisor in Philanthropy (CAP) designation program available to TAN advisors for philanthropic planning expertise.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Osaic (formerly Advisor Group): Large hybrid RIA platform serving independent advisors through multiple subsidiary brands (Ladenburg Thalmann, FSC Securities, etc.). Directly comparable hybrid platform model with substantially greater scale.
• Dynasty Financial Partners: Turnkey platform and acquirer for independent RIAs, providing technology, compliance, investment research, and M&A support to breakaway and growing practices—a direct competitor for the same breakaway-advisor pipeline TAN targets.
• Commonwealth Financial Network: Privately-held independent broker-dealer and RIA platform providing advisors with compliance, technology, and practice management support. Similar boutique-style positioning to TAN, with comparable advisor-centric culture.
• Wealth Enhancement Group: Fast-growing independent RIA built largely through advisor practice acquisitions, providing compliance, technology, and centralized back-office support. Comparable in being an aggregator of independent advisor practices.
• Cetera Financial Group: One of the largest hybrid RIA/independent advisor platforms in the U.S., serving thousands of independent financial advisors with compliance, technology, custody choice, and practice acquisition support—directly comparable to TAN's supported-independence model for breakaway and existing independent advisors.
• Mariner Wealth Advisors: National independent wealth advisory firm providing comprehensive financial planning, investment management, and tax services, with significant growth through advisor practice acquisitions. Comparable platform-level wealth advisory offering.
• Sanctuary Wealth: Independent RIA platform built for breakaway advisors, offering compliance, technology, and consulting support to practices transitioning from wirehouses and broker-dealers. Closely comparable supported-independence model at similar scale.
• Cambridge Investment Research: Major independent broker-dealer and RIA platform offering advisors compliance, technology, and back-office infrastructure while preserving independence—a near-direct functional analog to TAN, with significantly greater scale.

Broad incumbents

• LPL Financial: The largest independent broker-dealer and RIA platform in the U.S., supporting tens of thousands of advisors with comprehensive custody, technology, and consulting services. LPL is the dominant scale competitor to TAN in the supported-independence category.
• Schwab Advisor Services: Dominant custodian and turnkey platform provider serving independent RIAs. Both a critical infrastructure partner for TAN (offered as a custodian choice to affiliated advisors) and a broader incumbent shaping advisor-platform dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thriventadvisornetwork

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thrivent Advisor Network