SoFi’s Invest platform was rebuilt from the ground up – its first comprehensive UI and UX overhaul since inception. The redesign focused on retaining users within the SoFi ecosystem by integrating core actions such as deposit and trading directly into the tear sheet, while surfacing the market context required to make informed investment decisions without leaving the page.

The tear sheet served as the centerpiece. Real-time price streaming, interactive D3 charts across multiple timeframes, analyst ratings, earnings data, relevant news, and “why it’s moving” signals were consolidated into a single interface. Direct deposit integration is projected to drive $7.5M in additional annual deposits. Following the launch, page views increased 5× and session duration doubled.

Options trading was rebuilt end to end, including Level 1 and Level 2 flows, a redesigned options chain, order placement, and position management. The system was architected modularly to support rapid delivery of upcoming features, including 0DTE trading.

The platform scope extended across critical onboarding and account management flows. Automated account transfers were rebuilt, improving success rates from 18.5% to 34.1% and generating approximately $488K in inflows within nine days of launch, for a total of $725.58M in 2025. Alternative investments and private markets introduced access to private equity within the platform, and non-permanent residency verification expanded platform eligibility to previously unsupported users.