NEW YORK, June 24, 2026, 05:05 (EDT)
- SoFi was last quoted at $17.29 before Wednesday’s regular U.S. session, with a market value of about $23.8 billion.
- The stock closed Tuesday up 1.11%, against a 1.44% fall in the S&P 500, after SoFi announced Composer by SoFi.
- Wednesday is a scheduled U.S. equity trading day; Nasdaq’s regular session runs from 9:30 a.m. to 4:00 p.m. Eastern time.
SoFi Technologies’ new AI investing platform gives investors a cleaner test than the deal headline: can the fintech turn more of its 14.7 million members into investing customers and fee generators?
The company said Tuesday it launched Composer by SoFi after buying Composer Securities LLC. The platform lets investors create, test and automate rules-based strategies in plain English. Rules-based means trades follow conditions set by the user, rather than a system making open-ended decisions on its own. SoFi did not disclose the terms of the deal.
The gap is easy to see in SoFi’s own product data. At the end of the first quarter, SoFi had 3.7 million Invest products, far below the 7.3 million products in SoFi Money and 7.3 million in Relay. Products are not the same as unique users, but the comparison shows where the cross-sell opportunity sits.
At the current market value, SoFi is being priced at roughly $1,620 for each first-quarter member. The stock also trades at about 5.5 times annualized first-quarter adjusted net revenue, using a simple run rate, which means one quarter multiplied by four. That leaves less room for a tool that draws attention but does not change usage.
That matters because Composer points at fee-based revenue, not loan spread income. SoFi’s Financial Services segment posted $428.5 million of first-quarter net revenue, with noninterest income — fees and other income outside lending spreads — rising 55% from a year earlier. Lending still carried more weight, with $629.3 million in adjusted net revenue.
Chief Executive Anthony Noto told Reuters: “If you can explain an investment idea in plain English, you can now build, test, and automate it.” In SoFi’s own release, Noto said the Composer deal would “strengthen our ecosystem over time.” Reuters
The competitive target is Robinhood, at least for the investing feature. Reuters reported that Robinhood last month said it would let customers create dedicated trading accounts and deploy AI agents to trade stocks. SoFi is drawing a line between that model and Composer, saying its tool uses AI to help users build strategies that then follow preset rules.
Wall Street is still split. FactSet data carried by the Wall Street Journal shows a Hold consensus on SoFi, with 13 Hold ratings, eight Buy ratings, one Underweight and four Sell ratings. The average price target is $20.75, above Tuesday’s $17.29 close but not a runaway bullish call.
That caution has history. After SoFi’s first-quarter report in April, William Blair analyst Andrew Jeffrey said the company kept 2026 guidance “effectively unchanged” despite upside in the quarter. The brokerage still said it saw “limited downside.” Reuters
But the risk is that AI investing becomes a feature users expect for free. SoFi’s release flagged adoption, market conditions, regulation and integration as risks. If uptake is slow, or if credit costs rise, the shares could keep trading more like a lender than a software-style platform, because lending remains the larger revenue engine.
