A Guide to Member Acquisition, Relationship Depth, and Long-Term Value
SoFi built a $38 billion deposit franchise by turning student lending into a relationship strategy. New research from Cornerstone Advisors and LendKey reveals how SoFi turned student lending into a growth engine powering 13.6 million members and $38 billion in deposits—and why credit unions are well-positioned to replicate and outperform that model.
Drawing on survey data from nearly 1,200 SoFi members and 9,300 U.S. consumers, the report explores the acquisition, cross-sell, deposit, and loyalty strategies behind SoFi's success. It also highlights how changes in the federal student lending market are creating a new opportunity for credit unions to attract younger members, deepen relationships, and drive long-term growth.
