SoFi Invest is recognized for delivering award-winning Do-it-Yourself (DIY) digital investing experience, earning the highest Overall Satisfaction score among a new generation of investors.
SoFi Technologies, Inc. , the one-stop shop for digital financial services, announced SoFi Invest has ranked #1 among do-it-yourself (DIY) brokerages nationwide in the JD Power 2026 U.S. Investor Satisfaction StudySM.
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The recognition underscores SoFi’s leadership in digital financial services, with its top-ranked investing platform serving as a cornerstone of a fully integrated, digital-first experience for a new generation of investors with a wide selection of products
The recognition underscores SoFi’s leadership in digital financial services, with its top-ranked investing platform serving as a cornerstone of a fully integrated, digital-first experience for a new generation of investors with a wide selection of products and greater control over their full financial lifecycle.
Investors can build truly diversified portfolios, with access to a wide range of investment options, including stocks, ETFs, IPOs, alternative assets, and options through SoFi Securities. It also includes integrated financial tools and data that help members make informed decisions through SoFi Invest brokerage accounts and tax advantage IRA accounts across their entire portfolio, helping members manage their full financial lives in one place.
“Being ranked #1 in DIY investor satisfaction by JD Power reflects our commitment to building world class products that help our members get their money right,” said Anthony Noto, CEO of SoFi. “To achieve that, we believe in a simple formula: spend less than you make, and invest the rest. SoFi makes it easy for our members to put that into action by combining seamless technology with a fully integrated suite of products and guidance to help people reach financial independence.”
The study, which benchmarks the experiences of 7,982 advised and 4,335 DIY investors, evaluated the largest DIY investment platforms across seven key dimensions: digital channels; ease of doing business; people; product and service offerings; resolving problems or complaints; trust; and value for fees paid.
SoFi achieved the highest overall satisfaction score among DIY platforms, outperforming both traditional financial institutions and fintech competitors and ranked #1 across multiple critical dimensions, including:
- #1 in digital channels, reflecting an easy-to-use, mobile-first experience
- #1 in ease of doing business, simplifying investing for all experience levels
- #1 in value for fees paid, delivering strong perceived value
- #1 in product and service offerings meeting investor needs
These top scores highlight SoFi’s ability to deliver an intuitive, digital-first platform that simplifies investing at every stage of a member’s financial life. As part of its mission to help people achieve financial independence, SoFi continues to invest in innovation across its platform, expanding capabilities, enhancing user experience, and delivering personalized insights that empower members to reach their financial ambitions.
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