SoFi Research and Insights
Real people, real insights: Personal finance and investing survey data.
Explore personal finance survey data and insights based on responses from real people. Learn how people save, invest, plan for retirement, manage student loans, and navigate home buying. Our research offers data-driven insights into everyday financial decisions and trends.
Survey Results and Insights
Personal Loan Trends: How Borrowers Are Choosing, Using, and Repaying Loans
We set out to explore the roots of the nation’s personal loan trends, asking more than 750 people why they borrowed money and what, if any, obstructions they encountered along the way.
Students and Families Navigate Complex Decisions When Considering Private Student Loans
To better understand how students and their families are covering these costs, SoFi surveyed 750 borrowers across the country who intend to take out private student loans for college or graduate school.
Undergraduate Students Navigate Rising Costs and Complex Loan Decisions
Many students rely on a combination of funding sources to cover tuition and living expenses, including undergraduate student loans. To learn more about how students are paying for their education and navigating student loans, SoFi surveyed 297 high school and college students across the country.
Debt Consolidation Trends: How Borrowers Are Managing and Paying Down Debt
The cash crunch is real: U.S. consumer debt reached $5.16 trillion in the first quarter of 2026 and inflation continues to rise.
How Many Americans Invest in the Stock Market in 2026?
Explore the demographics of stock market participation in the U.S. with a look at the latest data. Learn how age, income, and education shape investing habits.
AI Investing Survey 2026: 75% of Investors Use AI
A new survey of 1,000 users reveals how 75% of investors use AI tools like ChatGPT and why 86% of AI users act on AI insights.
The Great Wealth Transfer: How $124 Trillion in Generational Wealth Could Reshape Investing in 2026 and Beyond
The $124 trillion Great Wealth Transfer may change the way Americans invest, impacting everything from portfolio allocation to the markets. Here’s what to know.
Happiest Cities to Retire in the U.S. in 2026: A SoFi Study
SoFi’s 2026 research ranks the 10 best places to retire in the U.S. by analyzing 200 cities across key financial, health, and social factors.
Parents Are Taking on Significant Financial Responsibility for College
Going to college is a major investment of time and money. And with the cost of attendance continuing to rise, parents are increasingly taking on debt to support their children financially through college.
Graduate Students Face Rising Debt and Complex Financing Decisions
Investing in education is a bet on your future. People who take out student loans for graduate school commit themselves to thousands of dollars’ worth of additional debt in order to enhance their careers.
When Insurance Payments Rival the Mortgage: Inside the 2026 Homeowners Insurance Squeeze
Explore SoFi’s 2026 Home Insurance Report on rising premiums, policy non-renewals, regional disaster risks, and how homeowners are managing costs..
Small Business Statistics and Trends Every Owner Should Know in 2026
Discover key 2026 small business statistics and trends, from rising AI adoption and business formation to financing access and economic resilience.
Retirement Still Feels Achievable, Especially for Gen Z
Gen Z and Millennials are redefining what retirement means. Learn why they’re optimistic about their financial future, and the strategies they’re using to save.
Average Small Business Revenue by Industry in 2026
Learn what U.S. small businesses actually earn from real Census Bureau, IRS, and SBA data, broken down by industry, size, and state.
Home Renovation Trends: What 1,013 Renovators Told SoFi About Projects and Financing
Renovations are a rite of passage for many homeowners. But what’s topping the list of home-improvement projects right now? Why are people renovating and — the question at the top of everyone’s list — how are they paying for their projects?
Student Debt & Life Decisions: How Loans Are Reshaping the Lives of American Borrowers in 2026
A new SoFi survey has revealed a hard truth: Student loan debt is having a significant impact on every corner of adulthood, affecting job choices, living arrangements, even whether people marry, have children, and save for their golden years.
Medical School Debt and Refinancing: How Borrowers Are Managing Student Loans
For health care professionals at all levels, from medical students to attending physicians, student loan debt is as pervasive as the common cold.
States With the Lowest Mortgage Payments in 2026
See which states have the lowest mortgage payments in 2026. Compare median monthly costs by state based on home values and current mortgage rates.
U.S. New Home Sales Outlook: Housing Market Trends and What the Latest Data Signals for 2026
Explore the latest U.S. new home sales data, price trends, inventory levels, and mortgage rate forecasts to see what the housing market may look like in 2026.
Cutting Costs to Move Forward: SoFi Survey on State of Small Business 2026
Small business owners face high costs in 2026, making cost-cutting a top priority to improve profit margins despite overall optimism for business growth.
Financial Scams 2026: How AI Is Changing Fraud and How Families Can Help Protect Themselves
Stay ahead of AI-driven financial scams in 2026. Our research highlights emerging threats and offers insights to safeguard your family against evolving fraud tactics.
Should You Stay Or Should You Go? SoFi Survey on Why People Switch Auto Policies
Auto insurance costs are soaring, but only 55% of respondents in SoFi’s Survey said they would switch. Find out when people will change policies.
Inside Investors’ Diversification Decisions for 2026: Rethinking Risk, Cash, and Concentration
Investors are diversifying in new ways for 2026, including focusing on stocks, alternative investments, and AI. Get the insights from SoFi’s investment
Small & Mighty: SoFi Survey Reveals the Resilience of Today’s Micro-Businesses
Despite economic uncertainty, micro-business owners are optimistic about the future, according to a new SoFi survey. Learn how these businesses are thriving.
The State of Sending Money in 2026: Widely Used, Not Fully Trusted
While convenient, digital payment apps face a trust gap. A new SoFi survey reveals 23% of users have faced scams, while 30% remain wary of high-value transfers.
New SoFi Data Shows How Businesses Navigate the Promise and Peril of AI
New SoFi data shows 75% of small businesses have adopted AI, citing efficiency gains and security fears as they navigate the future of the technology.
Most Americans Considering Personal Loans Are Focused on Debt Reduction, Not Spending
Personal loans have become an increasingly common financial tool, offering borrowers flexibility to fund everything from major purchases to unexpected bills. As adoption grows, a key question emerges: What is actually driving interest in personal loans today?
The Mompreneur Challenge: SoFi Survey Shows 62% Manage a Second Job While Scaling Their Own Company
Discover how business-owning mothers navigate the intersection of parenthood and entrepreneurship, from achieving financial independence to building generational wealth.
Success Secrets of Hispanic & Latine Owned Businesses
Hispanic businesses are opening nationwide and doing better than ever. Learn what keeps them growing, plus the biggest challenges they face.
The Best Metros in the US for Underrepresented Business Owners
Discover the top U.S. cities where underrepresented business owners are thriving. We analyzed 50 major metros to identify the leading areas for racial equity, inclusion, and revenue growth to help founders find their ideal market for success.
2025 Female Entrepreneurs Survey
Discover the latest trends in female entrepreneurship. We surveyed founders to uncover how they are overcoming funding gaps, managing economic uncertainty, and growing their wealth.
What 1,000 People Told SoFi About Their Personal Loan Use
Uncover the true drivers of personal loan borrowing. We surveyed 1,000 adults to reveal how they are using funds to consolidate debt, manage unexpected emergencies, and improve their financial health.
2025 Investor Insights Survey
Explore the latest sentiment from active investors. We surveyed 1,000 people to reveal how they are navigating market volatility, shifting strategies for growth, and finding opportunities in crypto.
2025 Homebuyer Survey
Learn what 500 active homebuyers are facing in today’s market. We explore their top challenges—from finding affordable properties to navigating mortgage options—and the strategies they are using to get to closing.
How People Are Preparing for Retirement
See how Americans are preparing for life after work. We surveyed 500 adults to uncover their savings habits, retirement readiness, and top financial concerns—from healthcare costs to Social Security reliance.
Love and Money: Finances Before Marriage
Learn how modern couples manage love and money. We surveyed 450 adults to see how they handle joint bank accounts, debt transparency, and prenups before tying the knot.
Love and Money: Finances After Marriage
Discover how the first year of marriage changes money management. We surveyed 600 newlyweds to see how they merge accounts, handle debt transparency, and why 37% still spend without consulting their spouse.
Inside the Mind of Today’s Bank Customer
Uncover the banking habits of modern consumers. We surveyed 500 adults to reveal how they manage accounts, why 48% bank online daily, and the features that drive them to switch institutions.