SoFi Technologies' SoFi Plus: Can Paid Membership Drive Growth?

SoFi Technologies relaunched its premium SoFi Plus membership in Q2 2026, reaching 206,000 paid subscribers with $24 million in annualized revenue. The subscription strategy is working, with 25% of subscribers adding additional products. Management aims for 1 million subscribers within a year, implying $120 million in annual revenue. Meanwhile, competitors Robinhood and Chime are expanding their financial services offerings.