I found this interesting Associated Press article about Thrivent Financial for Lutherans (Thrivent site here). Thrivent Tries to Adapt Without Alienating Lutheran Base, appeared on The Christian Post website today. For full disclosure, my wife and I have some investments and insurance through Thrivent . . .
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The Lutheran Zephyr 
Well, a member of my household found the ads in poor taste for a Lutheran organization, ie a group that should not be promoting worldly values. But this organization (its predessors, really) have been controversial from the start. The initial resistance was “Why does a Christian need insurance? Where is his trust in God?” I heard this story from two people related to the founders of AAL.