America's Most Trusted D2C Brands 2026 › SoFi
#30 of 100 – Financial Services

SoFi

All-in-one app for loans, banking, investing and insurance, with about 13.7 million members.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 77/100
SoFi ranked #30 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score78.98out of 100
US D2C rank#30 of 100
HeadquartersSan Francisco, CA
Founded2011
Latest revenue$3,613.4M GAAP total net revenue, FY2025
Trust pillar77/100

The SoFi story

SoFi was founded in 2011 by Mike Cagney, Dan Macklin, James Finnigan, Ian Brady and is owned today by SoFi Technologies (public, Nasdaq: SOFI). It is one of 16 Financial Services brands in this year's ranking, where it places #3.

Why people trust SoFi

It holds a national bank charter, so deposits are FDIC insured, and offers perks to members.

The watch-out

Much of its income depends on personal lending, which exposes it to credit losses if the economy weakens.

Why SoFi ranks #30

Strongest of the four trust-led pillars

Brand Recall, scored 84 out of 100.

Room to grow

Brand Love, scored 74 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. SoFi scores 78.98 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
77
Brand Recall (18%)
84
Brand Positioning (15%)
80
Brand Love (15%)
74
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
86
Governance & ESG (4%)
74

Versus its nearest rivals

28Thrive MarketFood · 79.1829HingeTech · 79.1030SoFiFinancial Services · 78.9831AthletaFashion · 78.8232Rocket MortgageFinancial Services · 78.40

Questions people ask

What rank is SoFi in WCRC's America's Most Trusted D2C Brands 2026?

SoFi ranks #30 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 78.98 out of 100.

Why is SoFi trusted?

It holds a national bank charter, so deposits are FDIC insured, and offers perks to members.

What is SoFi's revenue?

$3,613.4M GAAP total net revenue, FY2025, as per the company's filed accounts or published results.

Who owns SoFi?

SoFi is owned by SoFi Technologies (public, Nasdaq: SOFI). It was founded in 2011 and is based in San Francisco, CA.

What is SoFi's biggest challenge?

Much of its income depends on personal lending, which exposes it to credit losses if the economy weakens.

Key facts

BrandSoFi
Company / ownerSoFi Technologies (public, Nasdaq: SOFI)
HeadquartersSan Francisco, CA
Founded2011
Founder(s)Mike Cagney, Dan Macklin, James Finnigan, Ian Brady
Latest revenue$3,613.4M GAAP total net revenue, FY2025, as per company filings
SectorFinancial Services
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.