Here's How SoFi Is Using Artificial Intelligence (AI) and Why It Matters. Hint: It Could Be a Game-Changer.

SoFi Technologies is launching SoFi Coach, an AI-powered financial advisor that connects to 12,000 financial institutions to provide personalized financial recommendations. The tool analyzes spending, identifies higher-yield accounts, and suggests debt-repayment strategies. In testing, nearly 70% of users took action based on Coach's recommendations. The feature is expected to drive higher product adoption rates and attract new members, particularly among SoFi's young, digitally-savvy customer base.