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The Problem
Thrivent Advisor Network was making a fundamental shift — from product-based to advice-first — and knew the transformation had to start from within before it could show up in the market.
Proposed Solution
Ficomm recommended a strategic approach ensuring advisors understood what the change would mean to their professional lives as well as the rationale behind the decision. The recommendation included internal communications tactics to educate the advisors as well as materials to help advisors communicate with their clients and answer questions.
Execution
Ficomm built a company-wide communications strategy and roadmap from the ground up, including executive leadership messaging and the channels needed to carry it. The team developed human-first messaging frameworks for internal communications, introducing more modern media than TAN had previously used. Beyond messaging, Ficomm recommended an Advisory Council check-in and review process and provided structural guidance on where the advisor communications team should sit within the organization, including the ideal oversight model, persona, and experience profile to ensure advisor alignment and long-term success. Throughout the engagement, Ficomm provided both strategic direction and hands-on tactical support.
Results
TAN is a heart-first organization that embraces transparency, service, and compassion. While change always has challenges, the shared values of TAN advisors made it easier for the advisors to transition from focusing on products to offering valuable, personalized financial advice that helps their clients achieve their personal and financial goals. The Ficomm strategy allowed TAN to help advisors see the change as a better alignment to their values, rather as a disruptive force in their professional lives.