Client

Thrive FP

Thrive FP is a relationship-based private equity and lending real estate investment firm in Austin, Texas, specializing in debt and equity transactions. Thrive structures investment deals where everyone wins, both investors and renters. They are Purpose-driven to change the landscape of workforce housing, invest with purpose and create wealth the right way. They set themselves apart from other investment firms by prioritizing projects that positively impact their communities.

Client

Thrive FP

Challenge

The client approached TruBrand with the two separate businesses they wanted to form into one. The names of these companies, First Capital Funding and Principle Capital Funding, did not convey the founder’s vision or brand essence. Neither company had branding (visual design or brand messaging). The founder stated that he was renaming the real estate investment firm “Thrive” and wanted our team to complete a total brand renovation for his businesses.

Challenge

Strategy

Our discovery with the founders crystalized the core values, mission, and purpose that were true to their vision for the company. The new name Thrive, FP, arose from the founder with the FP standing for “for-purpose, for-profit” since the company is built on creating a higher return on investment while positively impacting its apartment communities — a win-win scenario where all stakeholders thrive.

While the founders had this admirable vision and purpose, our job was to renovate the brand from a branding perspective and develop their logo, all public-facing collateral, and website. Part of our work included merging the two separate companies into one brand. The visual branding for the newly named company consists of a “thriving” color palette and a refined, modern look and feel. Since their primary target audience is high-level real estate investors, their website design choices needed to reflect a dedication to delivering high returns on investment and showcasing their investment options while also featuring the values that set them apart from other real estate investment firms. All photography for their website was original photography of the founders and their team because they are branded as a relation-based investment firm, and making that personal connection from the first touchpoint is essential. TruBrand has shot all original photography since 2014, where we have also highlighted their unique workplace that is gorgeously surrounded by a thriving nature.

Strategy

Results

Thrive FP is leading the way to changing the landscape of American workforce housing by driving positive social impact for the Missing-Middle Class in the US. Their purpose of enriching lives continues to evolve into a solid business model which outperforms their competitors through higher resident retention, thus creating higher returns for their investors.

Their investment portfolio has grown dramatically since our launch in 2013. Starting from $140 million, Thrive, FP has $1.293+ billion total real estate assets capitalization, $330 million loans funded, and owns more than 14,000+ apartment buildings. Their in-house investment team has grown considerably and supports a thriving brand culture. In 2019 they launched a non-profit called Veritas Impact Partners to become the radical resident engagement company that furthers advances their social impact programs in their owned communities.

We are honored to have such an amazing company that is truly purpose-driven, as our ongoing, long-term client.