SoFi CEO Sees 'Big Opportunity' In Premium Subscriptions As Stock Heads For 6th Weekly Dip

• SoFi Plus has added 160,000 members since its relaunch in April, according to Noto.
• Noto said SoFi Plus is designed to encourage existing users to adopt more SoFi products while generating recurring subscription revenue. 
• SoFi shares have declined more than 44% in 2026.

Despite falling more than 44% this year and heading for a sixth consecutive weekly decline, SoFi Technologies Inc. (SOFI) CEO Anthony Noto is pitching an aggressive growth story.

Speaking at the J.P. Morgan 54th Annual Global Technology, Media and Communications Conference, Noto highlighted the firm’s “digital financial everything app” ambitions and its premium SoFi Plus subscription as a “big opportunity.”

The SoFi Plus Opportunity

SoFi Plus has grown to 160,000 members since its relaunch in April, according to Noto. The membership platform was first launched in 2025 but rolled back. The CEO said that while the membership was still a small percentage of the company’s total 15 million members, it was still a significant number of paying members “for years to come.”

Noto said the service is designed to encourage existing users to adopt more SoFi products while generating recurring subscription revenue. “SoFi Plus is positioned as the best of SoFi,” he said, adding that he would be “super disappointed” if the service did not have at least 1 million members in the next two years.

The CEO highlighted that 85% of the company’s products are now in the non-lending category, and also noted that the company’s cryptocurrency and big banking businesses are non-capital-intensive in nature, making them “high-margin, high-return businesses that will only add” to the company’s growth.

While the financial services firm reported a strong first quarter, recording a 43% increase in revenue to $1.1 billion and adding a record 1.1 million new members, investors were disappointed by the underperformance of its technology platform, which posted a 27% revenue decline.

SoFi Stock: Retail’s Stance

Retail users have mixed takes on the company. On Stocktwits, retail sentiment has remained ‘neutral’ over the past week.

One bullish user said, “I can see this ripping to 20 next week.” SOFI shares closed at $15.23 on Tuesday.

However, another user expressed concerns over the company’s marketing spends, adding, “If the product was great it would sell itself. Thats why it’s not going to go up.”

SOFI shares have risen nearly 15% in the last 12 months.

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