Thrivent Financial approved as new name for Lutheran financial Goliath

Eight months after Aid Association for Lutherans and Lutheran Brotherhood merged into the single largest fraternal-based insurance company in the United States, the faith-based financial services company has received approval from all 50 states for its new official name, Thrivent Financial for Lutherans.

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"In short, the name says 'We care about helping Lutherans, and the entire Lutheran community, thrive.'"

Thrivent Financial for Lutherans, with nearly $58 billion in assets under management, has $148.5 billion in life insurance in force, and services about 3 million members.

"The new name reinforces our commitment to helping Lutherans reach financial goals and participate in charitable giving and volunteering on behalf of the Lutheran community," says Bruce Nicholson, president and CEO of Thrivent. "In short, the name says 'We care about helping Lutherans, and the entire Lutheran community, thrive.'"

Thrivent offers members a variety of financial services, including life insurance and annuities, health and long term care insurance, disability insurance, financial planning and estate planning services, and home and auto insurance policies underwritten by other companies.

The merged company has its corporate headquarters in Minneapolis — formerly the home to Lutheran Brotherhood — and its operations center in Appleton, Wis., the base of Aid Association for Lutherans. Management of the combined company is likewise integrated.

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