SoFi’s New Robo-Advisor Platform Expands Everyday Investors’ Access to Diversified Asset Classes
SoFi (SOFI) has launched a new robo-advisor platform in partnership with BlackRock (BLK), expanding its automated investment offerings. The platform provides access to alternative asset classes alongside traditional and sustainability-focused funds, making sophisticated investment strategies available to retail investors at a 0.25% annual advisor fee. Members can choose from three portfolio themes: Classic, Classic with Alternatives, and Sustainable. The launch addresses high market interest, with 81% of people expressing interest in alternative investments. The platform combines automated investing with access to Certified Financial Planners (CFPs) for personalized guidance.
SoFi (SOFI) ha lanciato una nuova piattaforma di robo-advisor in collaborazione con BlackRock (BLK), ampliando le sue offerte di investimento automatizzate. La piattaforma fornisce accesso a classi di attivi alternativi insieme a fondi tradizionali e focalizzati sulla sostenibilità, rendendo strategie di investimento sofisticate disponibili per gli investitori al dettaglio a una commissione annuale di consulenza dello 0,25%. Gli utenti possono scegliere tra tre temi di portafoglio: Classico, Classico con Alternative e Sostenibile. Il lancio risponde a un alto interesse del mercato, con l'81% delle persone che esprime interesse per investimenti alternativi. La piattaforma combina investimenti automatizzati con l'accesso a Pianificatori Finanziari Certificati (CFP) per una guida personalizzata.
SoFi (SOFI) ha lanzado una nueva plataforma de robo-advisor en asociación con BlackRock (BLK), ampliando su oferta de inversiones automatizadas. La plataforma proporciona acceso a clases de activos alternativos junto con fondos tradicionales y enfocados en sostenibilidad, haciendo que estrategias de inversión sofisticadas estén disponibles para inversores minoristas a una tarifa anual de asesoría del 0,25%. Los miembros pueden elegir entre tres temas de cartera: Clásico, Clásico con Alternativas y Sostenible. El lanzamiento responde a un alto interés del mercado, con el 81% de las personas expresando interés en inversiones alternativas. La plataforma combina inversión automatizada con acceso a Planificadores Financieros Certificados (CFP) para una orientación personalizada.
SoFi (SOFI)는 BlackRock (BLK)와 협력하여 새로운 로보 어드바이저 플랫폼을 출시하여 자동화된 투자 서비스를 확장했습니다. 이 플랫폼은 대체 자산 클래스에 대한 접근을 제공하며, 전통적인 펀드와 지속 가능성 중심의 펀드와 함께 제공하여 소매 투자자에게 정교한 투자 전략을 연 0.25%의 자문 수수료로 이용할 수 있도록 합니다. 회원들은 클래식, 대체 자산이 포함된 클래식, 지속 가능성의 세 가지 포트폴리오 테마 중에서 선택할 수 있습니다. 이 출시는 81%가 대체 투자에 관심을 보이는 높은 시장 관심을 반영합니다. 이 플랫폼은 자동화된 투자와 개인화된 지도를 위한 인증 재무 계획사 (CFP) 접근을 결합합니다.
SoFi (SOFI) a lancé une nouvelle plateforme de robo-conseiller en partenariat avec BlackRock (BLK), élargissant ainsi son offre d'investissement automatisé. La plateforme offre un accès à des classes d'actifs alternatifs aux côtés de fonds traditionnels et axés sur la durabilité, rendant des stratégies d'investissement sophistiquées accessibles aux investisseurs de détail avec un frais de conseiller annuel de 0,25%. Les membres peuvent choisir parmi trois thèmes de portefeuille : Classique, Classique avec Alternatives et Durable. Le lancement répond à un fort intérêt du marché, avec 81% des personnes exprimant un intérêt pour les investissements alternatifs. La plateforme combine investissement automatisé et accès à des planificateurs financiers certifiés (CFP) pour un accompagnement personnalisé.
SoFi (SOFI) hat in Partnerschaft mit BlackRock (BLK) eine neue Robo-Advisor-Plattform gestartet und damit ihr Angebot an automatisierten Investitionen erweitert. Die Plattform bietet Zugang zu alternativen Anlageklassen neben traditionellen und nachhaltig orientierten Fonds und ermöglicht so anspruchsvolle Anlagestrategien für Privatanleger zu einer jährlichen Beratergebühr von 0,25%. Mitglieder können aus drei Portfoliothemen wählen: Klassisch, Klassisch mit Alternativen und Nachhaltig. Der Start reagiert auf das hohe Marktinteresse, da 81% der Menschen Interesse an alternativen Anlagen bekunden. Die Plattform kombiniert automatisierte Investments mit dem Zugang zu zertifizierten Finanzplanern (CFPs) für individuelle Beratung.
- Partnership with BlackRock, the world's largest asset manager
- Expansion into alternative asset classes, addressing 81% market interest
- Competitive 0.25% annual advisor fee
- Access to sophisticated investment strategies previously requiring seven-figure minimums
- None.
Insights
This strategic partnership with BlackRock represents a significant competitive advancement for SoFi in the wealth management space. The 0.25% annual advisor fee positions them competitively against established players like Betterment and Wealthfront, while offering unique access to alternative investments typically reserved for high-net-worth individuals.
The addition of alternative asset classes and ESG options demonstrates product innovation that could drive revenue growth through:
- Higher customer acquisition in the mass affluent segment
- Increased assets under management (AUM) from existing customers
- Enhanced revenue diversification beyond lending
This product launch strategically positions SoFi to capture a growing market opportunity in democratized investing. By offering alternative investments with lower minimums, SoFi is tapping into both millennial wealth accumulation and broader retail investor demand for sophisticated investment options. The three portfolio themes - Classic, Classic with Alternatives and Sustainable - are well-aligned with current market trends, particularly the rising interest in ESG investing among younger investors.
The automated nature of the platform, combined with CFP access, creates a hybrid model that could help SoFi scale its wealth management services more efficiently while maintaining personalization. This could lead to improved operating leverage and higher margin potential in their investment segment.
SoFi Partners with BlackRock Inc. to Offer Retail Investors Access to Sophisticated Portfolios and Increased Selection
The new robo offering comes on the heels of SoFi’s early 2024 launch of alternative investment funds. With more than 8 in 10 (
"Our new robo platform bolsters our commitment to empowering the everyday investor,” said Anthony Noto, CEO of SoFi. “We launched one of the broadest offerings of alternative assets available from an online brokerage. Since then, we’ve been focused on how we can continue to scale our platform to meet the needs of more members, regardless of where they are on their financial journey. SoFi Robo Investing marks yet another milestone as we continue to deliver on our mission to build a one-stop financial platform that helps our members unlock their long term goals in a meaningful way.”
SoFi’s Robo Investing product offers the benefits of always-on automation plus expert-curated portfolios for
“The combination of these elements – high-value, automated investment opportunities – developed and personalized by financial experts – all paired with our members’ 1-1 access to CFPs – is what makes the whole package incredibly valuable when it comes to helping our members make progress toward achieving their long term goals,” said Brian Walsh, PhD, CFP® and Head of Advice & Planning at SoFi. “As always, we’ve packaged this offering into a fully digital experience – that’s clear, yet customizable – to empower our members to take control of their financial futures.”
To try robo investing, simply visit sofi.com/invest/automated/ or download the app and open an account. Current SoFi Invest members will transition to the new experience in the coming months and can find more information and updates through SoFi’s online help center.
About SoFi
SoFi (NASDAQ: SOFI) is a member-centric, one-stop shop for digital financial services on a mission to help people achieve financial independence to realize their ambitions. The company’s full suite of financial products and services helps 9.4 million SoFi members borrow, save, spend, invest, and protect their money better by giving them fast access to the tools they need to get their money right, all in one app. SoFi also equips members with the resources they need to get ahead – like credentialed financial planners, exclusive experiences and events, and a thriving community – on their path to financial independence.
SoFi innovates across three business segments: Lending, Financial Services – which includes SoFi Checking and Savings, SoFi Invest, SoFi Credit Card, SoFi Protect, and SoFi Insights – and Technology Platform, which offers the only end-to-end vertically integrated financial technology stack. SoFi Bank, N.A., an affiliate of SoFi, is a nationally chartered bank, regulated by the OCC and FDIC and SoFi is a bank holding company regulated by the Federal Reserve. The company is also the naming rights partner of SoFi Stadium, home of the Los Angeles Chargers and the Los Angeles Rams. For more information, visit SoFi.com or download our iOS and Android apps.
Advisory services are offered by SoFi Wealth LLC, an SEC-registered investment adviser. Information about SoFi Wealth’s advisory operations, services, and fees is set forth in SoFi Wealth’s current Form ADV Part 2 (Brochure), a copy of which is available upon request and at www.adviserinfo.sec.gov.
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Media Contact
Meghan Brown
pr@sofi.org
Source: SoFi Technologies
FAQ
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