Employee Applicant Privacy Notice

Who we are:

Shape a brighter financial future with us.

Together with our members, we’re changing the way people think about and interact with personal finance.

We’re a next-generation financial services company and national bank using innovative, mobile-first technology to help our millions of members reach their goals. The industry is going through an unprecedented transformation, and we’re at the forefront. We’re proud to come to work every day knowing that what we do has a direct impact on people’s lives, with our core values guiding us every step of the way. Join us to invest in yourself, your career, and the financial world.

The Role

So Fi is seeking an experienced, strategic, and highly collaborative product leader to build the future of AI-based financial insights for So Fi Members. As the Principal PM for So Fi’s AI Financial Guide, you will define how So Fi uses AI and personalization to guide Members to get their money right. You will be a vocal and empathetic customer advocate, influencing cross-functional experiences across all business units to deliver a conversational, intelligent mentor that feels indispensable to our members.

As a product leader, you will be expected to set big, ambitious goals, be gritty, and ideate beyond current solutions to deliver experiences that change how people think about and interact with their finances.

What You’ll Do

• Own the multi-year strategy for So Fi Coach to drive Member acquisition and engagement across the entire So Fi ecosystem.

• Identify and integrate new technologies to provide a significantly differentiated value proposition that helps members navigate complex financial decisions.

• Transition SoFI’s personalized insights from reactive reporting to proactive guidance, creating features that nudge members toward better financial habits in real-time.

• Clearly articulate the vision, strategy, and customer impact to stakeholders at the highest levels of leadership and ensure alignment on shared business objectives.

• Collaborate with engineering, data science, design, and marketing to translate customer needs into industry-leading experiences.

• Operate as a true builder by defining business strategy while driving the technical backlogs and execution plans necessary for launch.

• Use a data-driven approach to monitor performance and ensure measurable improvements in member financial health and multi-product adoption.

What You’ll Need

• 10+ years of product management experience, with demonstrated success in defining and delivering high-impact, customer-facing features.

• Familiarity or direct experience working with LLMs and AI tooling to build end-to-end user journeys.

• Ability to operate effectively in complex, ambiguous, and highly-regulated environments.

• Superior written and verbal skills; experience communicating complex technical concepts clearly to C-level leadership.

• Bachelor’s degree or higher in a technical discipline; able to hold your own with world-class engineers and data scientists.

• A genuine passion for the customer. You are committed to doing right by our members, always, and using technology to democratize financial advice.

• Excellent analytical skills with the ability to turn fragmented data into a cohesive story of member progress and business growth.

Compensation and Benefits

The base pay range for this role is listed below. Final base pay offer will be determined based on individual factors such as the candidate’s experience, skills, and location.

To view all of our comprehensive and competitive benefits, visit our Benefits at So Fi page!
So Fi provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion (including religious dress and grooming practices), sex (including pregnancy, childbirth and related medical conditions, breastfeeding, and conditions related to breastfeeding), gender, gender identity, gender expression, national origin, ancestry, age (40 or over), physical or medical disability, medical condition, marital status, registered domestic partner status, sexual orientation, genetic information, military and/or veteran status, or any other basis prohibited by applicable state or federal law.
The Company hires the best qualified candidate for the job, without regard to protected characteristics.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
New York applicants: Notice of Employee Rights
So Fi is committed to an inclusive culture. As part of this commitment, So Fi offers reasonable accommodations to candidates with physical or mental disabilities. If you need accommodations to participate in the job application or interview process, please let your recruiter know or email accommodations@sofi.com.
Due to insurance coverage issues, we are unable to accommodate remote work from Hawaii or Alaska at this time.

Internal Employees

If you are a current employee, do not apply here - please navigate to our Internal Job Board in Greenhouse to apply to our open roles.