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SoFi Invest

SoFi Invest, part of the broader SoFi (Social Finance Inc.) ecosystem, is an online brokerage platform designed to simplify investing and financial management. SoFi’s mission is to help users achieve their financial goals by offering an array of services, including investing, savings, lending, and financial planning. In this comprehensive review, we will explore the key features, pricing, usability, research tools, customer support, and overall user experience offered by the SoFi Invest platform.

  • Best for: Traders seeking to maximize interest earnings and comfortable with utilizing online or phone-based customer service.
  • Trade stocks and ETFs, invest in IPOs at IPO prices
  • Automated investing- all in the SoFi app
  • Get up to $1,000 in stock when you fund a new account
Read More

A Modern Financial Ecosystem for All

SoFi, founded in 2011, has grown to become a prominent player in the fintech industry. Originally focused on student loan refinancing, the company has expanded its offerings to encompass a wide range of financial services. SoFi Invest is one of the key components of the SoFi ecosystem, aiming to provide a simplified and comprehensive approach to investing.

Key Features

SoFi Invest distinguishes itself through its unique features and services:

  1. Robo-Advisory and Active Investing: SoFi offers both robo-advisory portfolios and self-directed active trading. Users can choose between automated investing based on their goals and risk tolerance or actively manage their portfolios.
  2. Fractional Shares: SoFi allows users to purchase fractional shares of stocks and ETFs, making it accessible for investors with limited capital to build diversified portfolios.
  3. Zero Commission Trading: SoFi Invest provides commission-free trading for stocks, ETFs, and cryptocurrency, helping users reduce trading costs.
  4. Member Benefits: Being part of the SoFi ecosystem provides access to additional benefits, including career coaching, personal loans, and mortgage refinancing.

Pricing and Fees

SoFi Invest’s pricing model aligns with the industry trend of commission-free trading. The platform offers zero-commission trading for stocks, ETFs, and cryptocurrency, making it cost-effective for users to execute trades.

In addition to commission-free trading, SoFi Invest offers its users access to financial advisors for personalized advice on their investments. While these advisors do not charge separate fees, it’s important to note that users may be subject to the underlying fees of the investment products they select.

Usability and User Interface

SoFi Invest provides a user-friendly and intuitive interface through its mobile app and web-based platform. The mobile app, in particular, is well-designed and easy to navigate. Users can manage their portfolios, execute trades, and access financial planning tools with ease.

The platform’s user interface also includes educational resources and market news, which can be valuable for investors looking to stay informed about financial markets.

Research Tools and Analytics

SoFi Invest offers a variety of research tools and analytics to assist users in making informed investment decisions. While the platform may not offer the same depth of research resources as some specialized brokerage platforms, it provides users with access to fundamental data, analyst ratings, and market news.

Additionally, SoFi Invest’s educational content, including articles, webinars, and financial planning tools, can help users expand their knowledge of investing and financial planning.

Customer Support

SoFi Invest provides customer support through multiple channels, including email, chat, and phone. Users can reach out to the support team with questions, concerns, or issues related to their accounts or investments.

SoFi has a reputation for responsive and helpful customer support, with many users reporting positive experiences. The availability of phone support sets it apart from some other online brokerage platforms that primarily offer online chat or email support.

Pros and Cons

Let’s summarize the key advantages and potential drawbacks of the SoFi Invest platform:


Comprehensive financial ecosystem with investing, savings, lending, and financial planning services.

Robo-advisory and active trading options to cater to different user preferences.

Fractional shares and commission-free trading for accessibility.

User-friendly mobile app and web platform.

Access to financial advisors for personalized advice.

Responsive customer support with phone assistance.


May not provide the same depth of research resources as specialized brokerage platforms.

Users may be subject to underlying fees of investment products.

Limited cryptocurrency selection compared to specialized crypto exchanges.

Some advanced traders may desire more advanced trading features.

User Experience

SoFi Invest offers a positive user experience, especially for individuals seeking a holistic approach to their finances. The platform’s combination of robo-advisory services, active trading, and access to financial advisors caters to a broad range of users with varying investment needs.


In conclusion, SoFi Invest is a versatile online brokerage platform that integrates seamlessly into the broader SoFi financial ecosystem. Its mission to simplify financial management and provide a wide array of services aligns with the needs of users seeking a comprehensive approach to their finances.

Users benefit from a user-friendly interface, educational resources, and the convenience of managing various financial aspects within the broader SoFi ecosystem. Additionally, the availability of phone support enhances the overall user experience.

  • Best for: Traders seeking to maximize interest earnings and comfortable with utilizing online or phone-based customer service.
  • Trade stocks and ETFs, invest in IPOs at IPO prices
  • Automated investing- all in the SoFi app
  • Get up to $1,000 in stock when you fund a new account
Read More

Final Thoughts

When considering SoFi Invest as your online brokerage platform, evaluate your financial goals, preferences, and level of involvement in managing your investments. If you value a one-stop-shop for financial services, including investing, savings, and financial planning, SoFi Invest may be an excellent fit. However, if you require specialized research tools or advanced trading features, you may want to explore other platforms that cater more specifically to those needs. SoFi Invest’s strength lies in its ability to offer a holistic and simplified approach to managing your financial future. Happy investing!

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