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
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.