Strategy, UX and design for a ground-breaking new financial start-up that shifts the power from the lender to the borrower.  


We worked with SoFi to refine their messaging and introduce them to the world through the "So" campaign. We provided strategy and design services for their launch campaign, which included out-of-home, digital work and a brand-new responsive site design.  


SoFi is breaking the mold of traditional lenders. When we started working with SoFi they were a peer-to-peer student loan refinancing company with 1 billion in lending, now they are a multi-channel finance institution with over 10 billion dollars in funded loans to date.


What makes SoFi special is their focus on community. Unlike other lenders, they view their customers as members, giving them access to tools and services like career planning, unemployment protection and entrepreneurship programs.


They've now gone beyond student loan refinancing and provide the same level of service to mortgage and personal loans.


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