SoFi

Office address: 234 1st St, San Francisco, CA 94105
Website: sofi.com
Year established: 2011
Company type: financial services
Employees: 5,000+
Expertise: student loans, home loans, personal loans, credit cards, checking and savings, insurance, wealth management, stockbroking, banking technology, financial planning
Parent company: N/A
Key people: Anthony Noto (CEO), Anna Avalos (chief people officer), Chris Lapointe (CFO), Arun Pinto (chief risk officer), Jeremy Rishel (CTO), Stephen Simcock (general counsel), Kelli Keough (EVP)
Financing status: corporation

SoFi is a San Francisco-based financial services company focused on digital solutions for individuals. It serves over 11.7 million members with products for banking, lending, investing, and insurance. The company is known for its all-in-one app, $73 billion in funded loans, and unique financial tools.

History of SoFi

Social Finance, Inc. was established in 2011, founded by a group of Stanford business school students. Their first approach connected recent graduates with alumni to fund student loans, creating a new way to support education. In 2012, SoFi became the first company to refinance both federal and private student loans.

Expanding products and early growth

By 2013, the firm broadened its refinancing programs, giving students more choices and better terms. The company took a big step into home lending in 2014 by launching mortgage products. In 2015, it introduced personal loans and made headlines as the first US fintech to raise $1 billion in funding.

New leadership and digital innovation

SoFi at Work launched in 2016, offering benefits like student loan contributions to employees at partner companies. The following year, the company created refinancing options for medical residents and fellows. Anthony Noto stepped in as CEO in 2018, guiding the firm into a new era. By 2019, it had rolled out SoFi Money and SoFi Invest, moving further into digital banking and investing.

Going public and reaching new heights

The company marked a milestone in 2020 by welcoming its one millionth member. In 2021, the firm began trading on the Nasdaq under the ticker SOFI, opening a new chapter as a public company. Federal approval in 2022 allowed it to become a national bank, providing FDIC-insured checking and savings accounts. In 2023, it also introduced SoFi Travel, giving members new ways to save and earn rewards on travel.

SoFi’s milestones and member growth

By 2024, the firm had grown to serve 10 million members who rely on its financial tools. In 2025, the company launched SoFi Plus, a membership program packed with extra rewards and benefits. It keeps expanding its offerings, helping members manage their money and pursue their financial goals.

SoFi products and services 

SoFi offers a digital platform where users can manage all their investments in one place. Its offerings include:

Account types

• self-directed investing: trade stocks and ETFs with no commissions
• robo investing: automated portfolios based on risk and goals
• retirement accounts (IRAs): traditional, Roth, and SEP IRA options

Investment options

• stock trading: buy and sell US-listed stocks
• options: trade options with no commissions or contract fees
• ETFs: invest in a range of exchange-traded funds
• alternative investments: access to non-traditional assets
• fractional shares: purchase parts of stocks for as little as $5
• IPO investing: participate in IPOs at offering prices
• margin loans: borrow against investments for added flexibility

Financial planning

• financial planners: schedule sessions for personalized investment advice

SoFi also gives members access to exclusive benefits, planning tools, and new features like options trading. The platform is designed for both beginners and experienced investors looking for convenience and choice.

Culture and corporate values

SoFi states that its values shape how employees work together and serve members. According to the company, these values guide decisions and daily actions:

1. put members first
2. solve problems
3. embrace diversity
4. seek truth
5. make a positive impact
6. do the right thing
7. set high goals
8. help others grow
9. encourage innovation
10. think long term
11. spread positivity

The company's work environment is also reported to be built around supporting employees and helping them succeed. Its programs and perks include:

• health and wellness: medical, dental, vision, life, and disability coverage
• flexible time off: vacation, sick days, and personal leave
• family support: fertility, family planning, and parental benefits
• financial benefits: $200 monthly student loan contribution and free financial classes
• learning and development: training, mentorship, leadership programs, and tuition reimbursement up to $5,250 per year
• inclusive hiring: equal opportunity and reasonable accommodations for all candidates and employees

The firm supports inclusion by sponsoring nine employee-led groups called SoFi Circles. These communities host events like listen and learn workshops, keynote speakers, and cultural celebrations. Donation drives and volunteer programs also help build trust and encourage belonging across the company.

About CEO Anthony Noto and key people

Anthony Noto is the CEO of SoFi and serves on its board. Before joining the firm, Noto was COO and CFO at Twitter, and also held leadership roles at Goldman Sachs and the National Football League. He graduated from the US Military Academy and earned an MBA from Wharton.

The leadership team at SoFi brings a mix of experience and skills to guide the company:

• Anna Avalos serves as chief people officer, leading talent management and company culture
• Chris Lapointe is CFO and manages financial planning and reporting
• Arun Pinto acts as chief risk officer, overseeing risk management and compliance
• Jeremy Rishel is chief technology officer, leading digital innovation and product engineering
• Stephen Simcock, as general counsel, handles legal affairs and governance
• Kelli Keough is EVP and group business unit leader for spend, invest, protect and save; oversees product lines for spending and investing

This team combines deep financial expertise with entrepreneurial experience.

The future at SoFi

The company launched SoFi Plus to give members extra savings, rewards, and perks through one membership. It offers higher interest rates, investment bonuses, and exclusive discounts, making financial tools more rewarding for clients. This program helps the firm strengthen member loyalty and supports its future as a leading digital financial platform.

SoFi has partnered with Templum to give its members access to private market investments at lower minimums. The company now lets eligible clients invest in private equity, real estate, and unique funds like Cosmos and StepStone. This move helps the company expand its investment lineup and supports future growth by offering more choices to investors.