At SoFi, member obsession is more than a slogan: it is the cornerstone of our culture. While "Putting Our Members' Interests First" is one of our core values, this mindset of obsession is what drives our daily momentum. In practice, every decision, from writing a single line of code to architecting a new financial product, begins and ends with one question: how does this help our members get their money right? To illustrate this commitment, four SoFi leaders share what member obsession means to them and how they inspire their organizations to live it every day.
Katie Wells. EVP and Group Business Unit Leader, Member
“To me member obsession means taking the time to truly understand our members and of course, our clients: what they need, how we can deliver it better than anyone else, and how we take action. It’s about continuing to innovate in big and small ways. To ensure my team is member-obsessed, I encourage them to use SoFi products as much as they can...this allows them to understand the pain points, opportunities, what's working, and what we can improve on. I love it when I see this type of feedback shared in our team channels; we have a ton of feedback channels on Slack for every product and every feature. This type of communication and collaboration allows us to put our members at the forefront of everything we do.”
Eric Schuppenhauer, EVP and Group Business Unit Leader, Borrow
“Being member obsessed is one of the reasons I came to SoFi; when you think about this organization, it is extraordinary at solving problems for members every single day (hence it being our first value). Being member obsessed is about listening and focusing on the data around members–by doing this, it helps us do our jobs better. The SoFi Borrow leadership group starts all our meetings by looking at the Net Promoter Score (NPS) and what’s going on with member feedback before talking about anything else. We make it a point to talk through what went well and a lot of what didn’t, because we believe those are the moments we can learn from the most.”
Diane Tucker, SVP of Global Operations at SoFi
“My team is on the frontlines at SoFi, having the privilege of servicing our members and solving their problems each day. We service around 20,000 interactions daily across phone and chat services, and I believe SoFi’s frontline workers have the most challenging job at the company. When it comes to member obsession, my advice is to always pause for process. I believe that while we solve 99% of challenges that arise, it’s important to spend time thinking about the 1% of the” what if” scenarios. Member obsession essentially means focusing on the consumer, understanding the consumer needs, and not only trying to solve their problem, but also trying to put ourselves in their shoes.”
Kelli Keough, EVP, Group Business Unit Leader, Spend Invest Protect and Save
“To me, Member Obsession means putting the member at the heart of every single thing we do. It requires us to deeply consider their dreams, aspirations, and goals the moment we begin designing our solutions, products, and pricing. In my organization, we bring this mindset to life by taking a "design first" approach. This forces my team to look through the eyes of our members and align our work with their specific financial journeys. We also keep our focus sharp by inviting members into our office for on-site meetings. Mapping their money journeys and hearing their stories firsthand allows us to celebrate how we’ve helped, but more importantly, it helps us understand exactly where we can do more to assist them on their path to success.”
