New York, Jan 15, 2026, 15:43 EST — Regular session
SoFi Technologies (NASDAQ: SOFI) shares fell about 1.7% to $26.22 in afternoon trading on Thursday, after the company rolled out an employee benefit tied to the federal government’s new “Trump Accounts” program. The stock has ranged from $26.22 to $27.33 in the session, with about 40.7 million shares traded.
The move matters because the program points to a new category of government-seeded, long-horizon investment accounts — and a scramble over who gets to hold them. For SoFi, it is another attempt to deepen its investing business and keep customers inside its app for decades, not quarters.
The Investment Company Institute, a trade group for fund firms, said on Wednesday it will also match employees’ $1,000 “Trump Accounts” contribution, describing the accounts as a Treasury pilot created under President Trump’s tax legislation. “ICI is proud to support … the implementation of Trump Accounts,” ICI chief executive Eric J. Pan said in a statement. (ICI)
SoFi said it will match the federal government’s $1,000 seed contribution by adding another $1,000 for eligible children of SoFi employees who qualify for the tax-advantaged accounts — meaning the accounts carry tax perks aimed at boosting long-term saving. Chief executive Anthony Noto said the company was “built to deliver secure, low-cost accounts at scale,” and said it has the infrastructure “to reach every child in America.” SoFi said more than 12.6 million members use its app and that its Galileo technology platform serves nearly 160 million global accounts. (SoFi Investors)
SoFi’s dip came as Wall Street rebounded on Thursday after a two-day slide, helped by a chip rally after Taiwan Semiconductor’s results and outlook. U.S. jobless claims also came in lower than expected, Reuters reported. (Reuters)
SoFi, a lender turned bank with brokerage and payments offerings, has leaned hard on cross-selling — getting loan customers to park cash, invest, and use more products over time. Initiatives that push early investing fit that model, even if they start as employee benefits.
Traders will still want the basics. Loan growth, funding costs, and credit performance remain the levers that move the stock, especially for a company that has to price risk tightly when rates and consumer balance sheets shift.
But there are obvious ways this could disappoint. The “Trump Accounts” rollout is new and could turn into a slow-burn administrative project, with rules and eligible providers still evolving, while any weakening in jobs or consumer credit could dent demand for personal loans and raise losses.
The next hard catalyst is SoFi’s quarterly report. The company is set to publish fourth-quarter and full-year 2025 results on Friday, Jan. 30, with a conference call at 8 a.m. Eastern after posting results around 7 a.m. (SoFi Investors)
