In 2023, Ronald Blue Trust rebranded to Blue Trust after the company broke off from Thrivent Financial and came under new ownership. Blue Trust does not yield to political activism in shaping corporate governance, preventing initiatives that potentially alienate consumers, divide employees, and harm shareholders. The company elevates merit, excellence, and integrity ahead of race and identity-based policies. Blue Trust does not embrace corporate initiatives that redirect its central focus from business goals to partisan policies and divisive issues. This approach protects free exercise, free speech, and free enterprise.