SoFi set out to expand beyond lending by launching a modern investing platform. i was brought in to lead product strategy and execution, with a focus on creating a differentiated, user-friendly experience that could attract and retain new members.
led discovery using both qualitative and quantitative insights to identify key motivations and friction points, especially for first-time investors. segmented users by financial literacy and risk appetite, aligning the team around a simplified, confidence-building experience.
developed a product roadmap that balanced regulatory needs with rapid iteration. shipped high-impact features like simplified portfolio views, goal-based investing, and a seamless mobile-first onboarding flow. partnered across design, marketing, and engineering to improve messaging, drive activation, and reduce drop-off. the platform scaled to over 1 million members with strong engagement across stocks and crypto. it became a major acquisition channel, positioned sofi as an accessible investing platform, and helped expand the company’s footprint beyond lending into a full-suite financial offering.
