SoFi announced on June 25 that it is reintegrating cryptocurrency services into its platform, marking the first of several planned blockchain-related offerings.
According to SoFi, nearly 30% of American adults now own crypto assets. The company cited growing demand driven by increased institutional investment and clearer regulations, which it expects to boost mainstream adoption and spark a new technology cycle.
SoFi described this move as a “comeback,” following the transfer of its crypto business to Blockchain.com in 2023. The decision came after SoFi obtained a banking charter from the U.S. Office of the Comptroller of the Currency, which required exiting crypto trading.
The platform will allow members to buy, sell, and hold cryptocurrencies like Bitcoin and Ethereum, with plans to support stablecoins in the future. Additional services will include borrowing against crypto assets, expanded payment options, new staking features, and blockchain infrastructure services through Galileo, SoFi’s technology division.
Alongside crypto services, SoFi will enable eligible SoFi Money members to make international remittances via the app, offering faster transactions and lower costs compared to traditional methods.
These developments align with SoFi’s broader strategy to attract Generation Z investors by offering access to alternative investments and private company shares, previously limited to wealthier clients.
During a roundtable with PYMNTS, SoFi Executive Vice President Kelli Keough emphasized the company’s commitment to providing low-minimum, digital investment opportunities combined with financial education to meet Gen Z’s expectations.
“Gen Z expects access to the products wealthy investors have, and they don’t understand why it’s not available digitally,” said Keough.