By Andrew Welsch
SoFi Technologies recently unveiled an artificial intelligence-powered agent that can answer clients' questions about their finances. Now, the company wants to use AI to help clients turn their investing ideas into executable strategies.
On Tuesday , the company unveiled Composer by SoFi, an AI-powered service that builds on SoFi's acquisition in April of automated trading platform Composer. SoFi declined to disclose terms of the deal.
Customers don't need to know how to code to use Composer; Composer handles that for them. Instead, they can use everyday language to ask Composer to guide them through the process of turning an investment idea into an implementable strategy, according to SoFi. The company says customers can use Composer to test investment strategies against historical data and also to automate those strategies according to pre-defined rules.
"Composer can automatically execute all trades once a strategy is deployed according to a cadence set by the user; there is no need for manual authorization," SoFi CEO Anthony Noto says. "The important distinction is that Composer isn't about handing over the keys to an AI agent to make independent decisions with your money. Investors build the strategy, can see exactly how it works, and decide whether to automate it. We don't believe the future of investing is handing your money to a black box. We believe it's giving people better tools while keeping them in control."
SoFi plans to provide Composer's basic capabilities to all SoFi customers this summer, and more advantaged capabilities to SoFi Plus members at an unspecific date later this summer. SoFi Plus is the company's subscription membership service, which provides various perks and benefits. The company charges $10 a month for SoFi Plus.
Existing customers of Composer will continue to have access to the platform. Composer was founded in 2020. Its automated trading service costs $40 a month, or $384 annually. Noto says his company plans to expand Composer's capabilities and ecosystem integration over the next year.
The new offering comes just weeks after SoFi revealed SoFi Coach, an AI agent that can help customers better understand their finances. There is no connectivity currently between SoFi Coach and Composer, but both are examples of how SoFi is using AI to help customers make smart financial decisions, Noto says. "The opportunity with AI isn't to turn everyone into active traders, it's to give people better ways to research, understand their options, manage risk, and make progress toward their financial goals," he says. "While Composer and SoFi Coach serve different use cases today, they're both part of SoFi's broader commitment to using AI to help members get their money right."
Composer is also one of many consumer-facing AI services being launched by financial services companies. Coinbase, a cryptocurrency exchange, also recently unveiled AI-powered personal finance and trading capabilities. Brokerage firms Robinhood, Charles Schwab, Interactive Brokers, and eToro have also launched AI-powered services for customers.
For SoFi, the new AI-capabilities may help the company achieve Noto's goal of becoming an "everything app" for customers' every financial need. SoFi was founded in 2011 and originally focused on helping customers with student loans. Today, it offers insurance, banking, credit cards, and other financial products.
The expanding suite of products and services may help SoFi drum up more business with its customers and boost its revenue. Shares of SoFi are down 34% so far this year, compared with a 9% gain for the benchmark S&P 500 index.
On the company's first-quarter earnings call on April 29, Noto said SoFi is providing clients with a comprehensive set of digital financial tools and resources. "Our critical success factor is helping people spend less than they make and invest the rest," he said. "Savings is not enough. Saving will help you get by, but investing is critical to get ahead to achieve your dreams."
Write to Andrew Welsch at andrew.welsch@barrons.com
This content was created by Barron's, which is operated by Dow Jones & Co. Barron's is published independently from Dow Jones Newswires and The Wall Street Journal.
(END) Dow Jones Newswires
June 23, 2026 08:00 ET (12:00 GMT)
Copyright (c) 2026 Dow Jones & Company, Inc.
Comments