Thrivent announced plans to hire 600 new financial advisors in 2026 as the Fortune 500 financial services company continues an aggressive expansion of its advisor workforce. The initiative follows a similar hiring push in 2025, when the firm exceeded its goal of adding 600 advisors.
The Minneapolis-based company aims to bring in advisors across multiple affiliation models, including employee advisors, solo practitioners, team-based advisors and independent advisors. Thrivent said the initiative is designed to meet rising demand for financial advice while preparing for the industry’s anticipated talent shortage and the ongoing generational wealth transfer.
The firm plans to expand its Virtual Advice Team as a key component of the hiring strategy. Thrivent expects about one-third of the new advisors hired this year to join through the virtual advice channel, which serves as a pipeline for new talent entering the profession.
Supported by regional hubs in Atlanta, Dallas, Denver, Minneapolis, and Milwaukee, the virtual advice program is intended to immerse new advisors in the firm’s culture, operations, and products before they move on to join or build advisory practices.
Thrivent said it will recruit advisors at all career stages, including individuals entering the profession for the first time, professionals shifting careers and experienced advisors looking to join a new firm. The company noted that its multi-channel affiliation model allows advisors to build practices in different ways while remaining within the same ecosystem as their careers evolve.
The company also emphasized its focus on advisor retention and culture. Thrivent said its advisor retention rate is more than 2.5 times the industry average, which it attributes to support resources, technology capabilities, and a collaborative work environment.
Thrivent serves more than 2.4 million clients and has more than $212 billion in assets under management or advisement as of Dec. 31, 2025. Founded more than 120 years ago, the firm provides financial advice, investments, insurance, banking services, and philanthropic programs.
KEY QUOTE:
“As the industry stares down a talent shortage, advisors are making it abundantly clear what they want: flexibility, resources, and support. Thrivent has more than 2.5 times the industry retention rate because we provide financial advisors with unrivaled support, the right capabilities and a collaborative environment. Thrivent has created a place where advisors can grow their businesses and build purposeful, long-lasting careers, regardless of where they are in their professional journey.”
Nick Cecere, Executive Vice President And Chief Distribution Officer, Thrivent
