The LSE Directory / Retail brokers
SoFi Invest is the brokerage and investing brand of SoFi Technologies (Nasdaq: SOFI), operated through its broker-dealer subsidiary SoFi Securities LLC (member FINRA/SIPC) and its SEC-registered investment adviser SoFi Wealth LLC. The product spans two core account types: Active Invest, a self-directed brokerage account for trading stocks, ETFs, options and fractional shares from as little as $5, with no commissions and no account minimum, and Automated Invest, a robo-advisor that builds and rebalances an ETF portfolio based on a risk questionnaire at no advisory fee. Active Invest members can also request shares in select IPOs before public listing, and the platform offers roughly 6,800 no-transaction-fee mutual funds and interval funds alongside crypto trading. Brokerage assets are cleared and custodied by Apex Clearing Corporation, and SIPC coverage protects securities up to $500,000 per customer, including $250,000 for cash claims. Its main differentiator against standalone brokerages such as Robinhood or Webull is integration: SoFi Invest sits inside the same account and app as SoFi's chartered-bank checking and savings, student and personal loans, and credit card products, letting SoFi cross-sell investing to its existing banking customers. Unlike fee-charging robo-advisors such as Betterment or Vanguard Personal Advisor, SoFi's Automated Invest carries no advisory fee. SoFi Plus subscribers get additional investing perks, including an invest match on qualifying deposits and, since June 2026, access to SoFi Composer, an AI-assisted tool for building and running rule-based investing strategies. The platform is aimed at self-directed, largely younger and first-time investors who want banking and investing in one app rather than a dedicated trading platform. SoFi Technologies was founded in August 2011 by four Stanford Graduate School of Business students, Mike Cagney, Dan Macklin, James Finnigan and Ian Brady, initially to refinance student loans, before broadening into a full personal-finance platform; SoFi Invest launched as a standalone commission-free trading and investing brand in 2019. The parent company went public on Nasdaq under ticker SOFI via a SPAC merger on June 1, 2021, raising up to $2.4 billion at a $9 billion valuation, and in January 2022 became the first full-service fintech to receive a national bank charter from the Office of the Comptroller of the Currency. As of the most recent publicly sourced figure (December 2023), assets under management on the SoFi Invest platform totaled approximately $27.98 billion; SoFi Technologies as a whole reported roughly 14.7 million customers and $3.61 billion in 2025 revenue, under CEO Anthony Noto. In November 2025, SoFi Bank relaunched crypto trading for retail customers, which the company describes as the first such offering from a nationally chartered US bank, letting customers buy, sell and hold assets including Bitcoin, Ethereum and Solana directly in the SoFi app; the product had been paused since 2023 because of bank-charter restrictions on affiliate crypto activity. SoFi has since layered in further crypto infrastructure, including a fully reserved US dollar stablecoin, SoFiUSD, aimed at banks, fintechs and enterprise partners.
