Key Takeaways
- On June 2, 2026, SoFi Technologies introduced SoFi Coach — an artificial intelligence-driven chat assistant providing tailored financial recommendations to users.
- Access to the platform is currently limited to SoFi Plus members paying a $10 monthly subscription fee.
- Early beta testing revealed that approximately 70% of active users executed meaningful financial decisions, including debt reduction and fund transfers to better-yielding accounts.
- While SoFi Coach doesn’t offer investment recommendations, users can integrate accounts from more than 12,000 financial institutions via the Relay platform.
- Future updates will introduce subscription oversight, spending analysis, and service cancellation capabilities.
Shares of SoFi Technologies (SOFI) advanced 1.98% to reach $18.58 on Tuesday following the company’s introduction of SoFi Coach, an artificial intelligence-based financial assistant offering customized money management advice to its members.
The feature went live on June 2, 2026, with availability starting for SoFi Plus subscribers, who pay $10 monthly for the premium membership level.
Through SoFi Coach, members can pose questions regarding their expenditure patterns, debt management approaches, and broader financial objectives. For instance, a user might inquire whether prioritizing credit card balances or student loan payments makes more financial sense.
$SOFI launched SoFi Coach which is an AI-powered financial planning assistant that helps members track spending, save & invest inside the app.
It connects to 12,000+ financial institutions through Relay with early testing showing nearly 70% of users took action. pic.twitter.com/n5E8Lm0VQT
— Shay Boloor (@StockSavvyShay) June 2, 2026
Development of the platform involved collaboration with SoFi’s internal financial planning professionals. While the tool stops short of providing investment guidance, it assists users in comprehending and responding to their financial circumstances.
Through Relay, SoFi’s current financial management platform, members can synchronize accounts from over 12,000 financial institutions. This connectivity enables SoFi Coach to deliver recommendations based on a user’s complete financial landscape, extending beyond just their SoFi holdings.
Initial testing yielded encouraging outcomes. Among engaged beta participants, nearly 70% executed tangible financial moves — including reallocating funds to higher-interest savings vehicles or reducing high-cost debt balances.
SoFi Coach operates as an advisory tool rather than an automated agent. Members must implement recommendations independently, a point CEO Anthony Noto emphasized plainly: “The formula for getting your money right is simple: spend less than you make and invest the rest.”
Future Enhancements Planned for SoFi Coach
The company intends to broaden the tool’s functionality progressively. Upcoming additions will feature subscription oversight, expenditure monitoring, and cancellation utilities — effectively empowering users with greater authority over their regular expenses.
According to Brian Walsh, SoFi’s Head of Advice and Planning, the objective was eliminating obstacles that prevent people from pursuing financial assistance. “I have found people can avoid seeking help because they are either busy or because maybe they are ashamed of where they are at,” Walsh explained.
This launch joins a growing collection of AI-powered financial solutions entering the marketplace. Robinhood provides Cortex for trading analysis, Charles Schwab recently unveiled its AI portfolio management system, and OpenAI revealed plans to integrate personal finance capabilities into ChatGPT leveraging Plaid’s account connection infrastructure.
Overall Performance at SoFi Technologies
The company currently serves 14.7 million members and maintains a market capitalization of $23.8 billion. Last quarter, SoFi reported adjusted net revenue of approximately $1.087 billion, surpassing analyst projections by roughly 3%, while adjusted EBITDA reached around $340 million — exceeding forecasts by approximately 7%.
Over the trailing twelve-month period, revenue expanded 41%, with membership climbing 35%. CEO Noto has indicated that recent stock volatility stems from broader market dynamics rather than operational weaknesses.
Additionally, the company recently introduced SoFiUSD, a stablecoin issued through SoFi Bank, now accessible on both Ethereum and Solana blockchain networks.
UBS maintains a Neutral stance on the stock with a $21 price target, revised down from $24.50, pointing to decelerating expansion in the fee-generating business segment.
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