SoFi Stock Climbs as AI Financial Coach Goes Live – Here’s What We Know

TLDR

• SoFi Technologies launched SoFi Coach on June 2, 2026 — an AI-powered chat tool offering personalized financial guidance to members.
• The tool is initially available to SoFi Plus subscribers at $10 per month.
• During early testing, nearly 70% of engaged test members took financial actions like paying down high-interest debt or moving money to higher-yield accounts.
• SoFi Coach will not provide investment advice, but customers can connect accounts from over 12,000 financial institutions through its Relay tool.
• The company plans to expand the tool to include subscription management, expense tracking, and cancellation features.

SoFi Technologies (SOFI) stock was trading up 1.98% at $18.58 on Tuesday as the company unveiled its newest product: SoFi Coach, an AI-powered financial chat tool designed to give members personalized guidance on their money.

SoFi Technologies, Inc., SOFI

The launch was announced on June 2, 2026, and the tool is now rolling out to SoFi Plus members, the company’s subscription tier that runs $10 per month.

SoFi Coach lets users ask questions about their spending habits, debt strategy, and financial goals. A member could, for example, ask whether to pay off credit card debt first or tackle their student loans.

The tool was built with input from SoFi’s in-house team of financial planners. It doesn’t give investment advice, but it does help users understand and act on their financial picture.

Members can link accounts from more than 12,000 financial institutions through Relay, SoFi’s existing financial management tool. That connection allows SoFi Coach to tailor its insights to a user’s full financial situation, not just their SoFi accounts.

The early results were promising. During testing, nearly 70% of engaged members took a concrete financial action — things like shifting money to higher-yield savings or paying down high-interest debt.

What’s Coming Next for SoFi Coach

SoFi plans to expand the tool’s capabilities over time. Future features include subscription management, expense tracking, and cancellation tools — essentially giving users more hands-on control over their recurring costs.

The tool is the latest in a string of AI-powered financial products hitting the market. Robinhood offers Cortex for trading insights, Charles Schwab recently launched its own AI portfolio tool, and OpenAI announced it would add a personal finance feature to ChatGPT using Plaid’s account-linking technology.

SoFi’s Broader Business Picture

SoFi now has 14.7 million members and a market cap of $23.8 billion. The company posted adjusted net revenue of approximately $1.087 billion last quarter, beating analyst estimates by around 3%, with adjusted EBITDA of roughly $340 million — about 7% above expectations.

Revenue grew 41% over the last twelve months, and member growth came in at 35%. CEO Noto has attributed recent stock pressure to market conditions rather than problems with the business itself.

The company also recently launched SoFiUSD, a stablecoin issued by SoFi Bank, available on the Ethereum and Solana networks.

UBS has a Neutral rating on the stock with a price target of $21, down from $24.50, citing slower growth in the fee segment.

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