As competition for financial advisor talent intensifies, firms continue to compete on compensation, technology, and support. According to Thrivent Chief Distribution Officer Nick Cecere, however, Thrivent deliberately avoids leading with large upfront financial packages when recruiting advisors.
Cecere told ThinkAdvisor that Thrivent follows a core philosophy: advisors who move primarily for money often leave for the same reason. As a result, the firm does not pursue advisors motivated solely by compensation or product payouts. Instead, Thrivent focuses on delivering a broader value proposition built around technology, resources, and long-term partnership.
Cecere explained that advisors expect competitive, baseline compensation along with a robust technology platform and meaningful practice-management support. He emphasized that Thrivent aims to serve as a business partner by offering revenue development opportunities, team-building support, and operational resources. Thrivent, he said, targets advisors who seek a comprehensive platform rather than a transactional recruiting deal.
Thrivent ended 2025 on track to add approximately 600 advisors, representing nearly 4 percent year-over-year growth. The firm continues to invest in succession planning and team development to prepare for upcoming advisor retirements across its employee, independent, and traditional advisory channels.
Cecere reported that Thrivent maintains a four-year advisor retention rate of roughly 40 percent, nearly three times the industry average, and recently doubled the size of its employee advisor team. He also noted that the firm intends to set another aggressive growth target for the coming year.
Technology remains central to Thrivent's strategy. The firm built the Thrivent Planning Platform to support financial planning and promote holistic advice. Cecere said the platform enhances both the advisor experience and the client experience, and the firm continues to develop new features in response to advisor and client expectations.
Thrivent also prioritizes cultural alignment and workforce development. The firm invests in "new-to-the-industry" talent by onboarding advisors through its employee channel, supporting their early development, and transitioning them onto established teams in career or independent channels.
ThinkAdvisor also noted recent recognition of Thrivent's leadership and innovation. Chief Growth and Generosity Officer Carolyn Sakstrup received ThinkAdvisor's 2025 Luminaries CMO of the Year award, and the firm earned a Luminaries innovation award in 2024.
Financial Advisor Transitions consults advisors nationwide to explore employment transition options and to preserve and protect their practice in any transition that they make.
