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Sentiment around SoFi was pretty negative when it was trading around $9 in early 2024. The company had just turned profitable, the student loan narrative felt played out, and most people saw it as just another fintech that missed its moment. I saw something different — a digital financial platform approaching the same kind of inflection I had already watched play out with Nubank in 2023. So I started buying.
In early 2024 when the stock was at $9 I opened a small position. It dropped to $6.50 by July 2024 — I added. It ran to $18 by January 2025, then pulled back to $11 during the March tariff selloff — I added again. More recently, with similar macro noise, I added around $16. My cost basis sits around $10.50, and at \~$18 today I still think the thesis holds. What changed my conviction wasn’t the stock price — it was watching the business fundamentally reshape its economics quarter after quarter.
**The numbers have changed dramatically since my entry**
When I bought in February 2024, SoFi had about 7.5 million members and roughly $2.1 billion in annual revenue. Fast forward to Q4 2025 and the scale looks very different. Members reached 13.7 million, total products grew to 20.2 million, and deposits climbed to $37.5 billion. The company also posted its first \~$1 billion revenue quarter, with full year 2025 adjusted net revenue around $3.6 billion.
The numbers have changed dramatically and it’s happening alongside improving profitability. GAAP net income in Q4 2025 came in at $174 million, marking roughly nine consecutive profitable quarters. Sofi it’s now a scaled, consistently profitable platform.
**The product moat is the real story**
SoFi operates as a one-stop financial platform: lending, checking and savings, investing, credit cards, insurance, and financial planning — all within a single app. The bank charter acquired in 2022 remains the structural advantage. It allows the company to fund loans using member deposits instead of relying on more expensive external capital.
Those deposits are high quality. Over 90% of SoFi Money deposits come from direct deposit members (reported Q2 2025), which makes them sticky and lower cost. At $37.5 billion in deposits, this is now a meaningful funding engine for the business.
On the monetization side, average revenue per product reached $81 back in Q4 2024 and $104 in Q4 2025, signaling the cross-sell engine was starting to work.
**The cross-sell flywheel is compounding**
A couple of years ago, SoFi was heavily dependent on lending. That’s changing.
Financial Services and Technology Platform segments now generate roughly \~50% of total adjusted net revenue, up from the high-30% range two years ago. It’s not quite 60% yet, but the direction is clear. More of the business is coming from fee-based, capital-light revenue streams rather than lending.
Fee-based revenue has been scaling steadily, driven by products like investing, interchange, and the technology platform (Galileo and Technisys). The result is a business that is becoming more diversified, more recurring, and less cyclical.
This is the real transition: from a lending-driven model to a financial ecosystem that monetizes its user base across multiple products.
**TAM supports a long runway**
The broader neobanking opportunity in the U.S. remains large, the US neobanking market alone is projected to reach $451 billion by 2030. With 13.7 million members today, SoFi is still early relative to that opportunity.
Management is guiding to approximately $4.6–$4.7 billion in adjusted revenue for 2026, implying continued solid growth from here. Member growth remains strong, though expectations should be more in the steady double-digit range rather than hypergrowth.
**Valuation is the bear case**
At around $18 per share, SoFi sits at roughly a $20B+ market cap.
\* P/E \~ 43 and fwd \~29
\* P/B \~ 2.2X
Expensive on earnings, but not stretched on book value for a platform still scaling profitability.
But the business today is fundamentally different. It’s generating \~$174 million in quarterly GAAP net income, has proven consistent profitability, and is scaling revenue. Growth has normalized into the \~20–25% range, but margins and revenue quality are improving. Additionally, CEO Noto has been buying shares personally this year 2026.
The risks are still there. Credit quality could deteriorate in a weaker macro environment, and stock-based compensation remains something to watch. But the narrative has clearly shifted from “can they become profitable?” to “how large and profitable can this platform become?”
**The Playbook**
The playbook has been similar to what I used with Nubank, find a digital financial platform at the profitability inflection, buy when sentiment is weak, and let the product moat and cross-sell flywheel compound over time.
SoFi’s execution since early 2024 has largely confirmed that thesis. The growth is a bit slower now, but the business is stronger, more diversified, and increasingly profitable.
Curious how others see it here still early in SOFI, or starting to look fully valued?