Question · Q4 2025
Andrew Jeffrey inquired about the sustainability of SoFi's accelerated KPI growth, particularly brand awareness and refinancing opportunities, and whether the company has reached a tipping point where consumers prefer SoFi over traditional banks.
Answer
Anthony Noto, CEO, highlighted the significant increase in unaided brand awareness from 2% to 9.6% and the effectiveness of marketing strategies, including celebrity partnerships. He noted strong returns on marketing spend, consistent member growth over 30%, and a 40% cross-buy rate. Noto expressed confidence in the current marketing formula but aims for greater efficiency through product quality, virality, and reduced customer acquisition costs, even before fully leveraging AI.
Ask follow-up questions
Fintool can predict
SOFI's earnings beat/miss a week before the call


