SoFi Invest ranked first among do-it-yourself brokerages in the JD Power 2026 U.S. Investor Satisfaction Study, JD Power reported.
The result puts SoFi's investing product ahead of other large self-directed platforms assessed in the survey and underscores intensifying competition among digital brokerages for newer investors who manage portfolios without professional advice.
The study measured satisfaction among investors who trade and invest on their own. JD Power surveyed 4,335 DIY investors and compared their experiences across several large platforms.
Study findings
JD Power assessed DIY platforms across seven dimensions: digital channels, ease of doing business, people, product and service offerings, resolving problems or complaints, trust, and value for fees paid.
SoFi posted the highest overall satisfaction score. It also ranked first in several categories highlighted in the study, including digital channels, ease of doing business, value for fees paid, and product and service offerings.
In the study, "digital channels" reflect customer views of access and usability. "Ease of doing business" covers the simplicity of tasks such as account management and trading. "Value for fees paid" measures whether customers feel charges match the service received. "Product and service offerings" reflect the breadth and relevance of available investment products.
Product scope
SoFi Invest is part of SoFi's broader suite of consumer financial products, which the company positions as a single app for borrowing, saving, spending, investing, and other services.
The investing platform offers access to stocks and exchange-traded funds. Through SoFi Securities, it also provides access to initial public offerings, alternative assets, and options.
The service includes brokerage accounts and individual retirement accounts. SoFi also points to integrated tools and data alongside investing accounts, all within the same app used for its other financial products.
SoFi reported 13.7 million members. It also operates a separate technology platform under the Galileo brand, which it says is used by fintechs, financial institutions, and other brands and supports 128 million global accounts.
Competitive pressure
Digital investing platforms have expanded rapidly over the past decade as brokerages shifted to mobile-first design and low-cost trading. The segment includes fintech challengers as well as traditional financial institutions that have built or acquired self-directed investing products.
Customer satisfaction studies have become a prominent battleground, with companies competing on user experience, trust, and cost. JD Power's methodology breaks sentiment across these areas, which can influence retention and cross-selling of related services.
SoFi has pushed an integrated approach that links investing with other consumer finance products in the same app. Rivals have taken varied approaches, with some focusing on trading tools and others emphasising long-term wealth features or bank-style services.
Executive comment
Chief Executive Officer Anthony Noto said the ranking reflected the firm's product focus.
"Being ranked #1 in DIY investor satisfaction by JD Power reflects our commitment to building world class products that help our members get their money right," Noto said.
He also described what he called a simple personal finance formula.
"To achieve that, we believe in a simple formula: spend less than you make, and invest the rest," Noto said.
Noto tied that approach to SoFi's product range and user experience.
"SoFi makes it easy for our members to put that into action by combining seamless technology with a fully integrated suite of products and guidance to help people reach financial independence," the CEO said.
JD Power said the overall study covered both advised and DIY investors, including 7,982 advised investors in broader benchmarking. The DIY segment focuses on investors who manage their own trading and investing without professional advice.
SoFi said it will continue investing in product changes across its platform, with more updates expected as it expands features and refines the user experience.