ICMIF Intelligence CommitteeNovember 2013

Marie UhrichVice President, Affinity Marketing

Thrivent Financial

2

The Thrivent Way

For active Christians who long for confident, contented, connected and called lives, Thrivent is the only organization that blends faith, finances and generosity, resulting in

changed lives and stronger Christian communities.

In Type: Faithful

Delegators and Generous

Planners

U.S

. Ch

ristia

n Po

pula

tion

Our Value Proposition

Faithful Delegators:1. Faith is top priority2. Low confidence and knowledge around finances3. Wants an advisor and a financial plan4. Open to working with an insurer for investments

Thrivent Mid-Term Market Segmentation for our Current Distribution System

Generous Planners:1. Involved, confident, knowledgeable2. Wants an advisor and a financial plan3. Open to working with an insurer for investments4. Values living a generous life

Dimension Mid-term (3 -5 years)

Life stage Pre-retired or recently retired (45 -65)

Affluence Moving to mass affluent $100 – $500K assets and/or $75K + HH income

Church Involvement

Attends church regularly

Congregational affinity

Attends a church where Thrivent has an active relationship

Primary marketing target = in-type prospect who meets 4 of 4 dimensionsSecondary marketing target = in-type prospect who meets 3 of 4 dimensionsNot in target = individuals who meet only 1 or 2 of 4 dimensions.

41%

4

Life Insurance In Force – Detail

2007 2008 2009 2010 2011 2012 2013Q30

20

40

60

80

100

120

140

160

180

200

TL + Term Trad Life Term LifeUniv Life VUL

1.3%

Term Life included with Traditional Life for years 2007-2009.

1.6% 1.6% 2.0%2.5%

$ bi

llion

sFace Amount annual growth rate

5

LIMRA-Weighted Premiums – Detail

2012 Premiums

2012 y/y % 2011 y/y % 2010 y/y % Primary Line

Amounts in $ millions

Industry Average -- 6% 2% 4% UL

Northwestern Mutual 754 7% 4% 13% WL

New York Life 610 -15% 8% 17% WL

State Farm Life 445 5% 0% -2% Term

Mass Mutual 385 16% 1% 13% WL

Guardian 278 -1% 5% 7% WL

Thrivent 97 14% 13% 16% WL

USAA Life 72 -1% 5% -7% Term

Knights of Columbus 62 10% 22% -14% WL

New York Life and Northwestern Mutual are restating 2012 premiums throughout the year to exclude COLI/BOLI. This is reflected in the 2012 Premiums and 2013 YTD y/y% change. All prior y/y % changes are not restated.

Life sales – peer comparisons

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LIMRA-Weighted Premiums – Detail

Annuity sales – peer comparisons2012

Premiums2012 y/y % 2011 y/y % 2010 y/y %

Primary Line

Amounts in $ millions

Industry Average -- -8% 7% -7% VA

New York Life 7,163 -8% -5% 45% VA

Thrivent 3,212 3% 4% 8% VA

Mass Mutual 2,272 13% -4% 28% Fixed

Northwestern Mutual 1,677 11% 19% 8% VA

USAA Life 1,116 -21% -4% 16% Fixed

Guardian 1,556 33% 47% 71% VA

Knights of Columbus 513 3% 3% 0% Fixed

State Farm 424 -14% -8% 34% Fixed

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2009 2010 2011 2012 2013Q30

20

40

60

80

100

General Acct Other Series Portfolios Mutual Funds AUA

AUM$75.9

AUM$83.3

AUM$88.6

AUM$67.5

AUA$5.2

AUA$6.0

AUA$5.9

AUA$6.8

AUA$7.9

AUM$73.3

AUM and Assets Under Advisement

Managed, advised assets continue their growth$

billi

ons

8

2014 2015 2016 20170

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Thrivent Membership Trend

January

Membership Trend

26 Regions2500 Field Reps

100% Captive Agents

10

• Target Market: Young Christian families

• Products: Term Life, Disability Insurance Guaranteed Retirement Income Plan

• Distribution: Multiple experiments

brightpeak financial

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brightpeak financialNew Distribution Experiments

FINANCIAL GUIDES

LIFEWAY RETAIL

MOPSPARTNERSHIP