--- title: "Leading with Obsession: Insights from SoFi’s Exec Team on Being Member Obsessed" description: "At SoFi, member obsession is more than a slogan: it is the cornerstone of our culture. 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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.” [Facebook](http://www.facebook.com/sharer/sharer.php?u=https://sofietyblog.sofi.com/leading-with-obsession) [Twitter](https://twitter.com/intent/tweet?url=https://sofietyblog.sofi.com/leading-with-obsession&text=Leading%20with%20Obsession:%20Insights%20from%20SoFi’s%20Exec%20Team%20on%20Being%20Member%20Obsessed) [Pinterest](https://sofietyblog.sofi.com/href=) [LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://sofietyblog.sofi.com/leading-with-obsession) [Share](https://www.addtoany.com/share#url=https%3A%2F%2Fwww.sofi.com%2Fblog%2Fstates-end-pandemic-unemployment-benefits%2F&title=Some%20States%20End%20Pandemic%20Unemployment%20Benefits) [Leadership](https://sofietyblog.sofi.com/tag/leadership) [Inclusive Culture](https://sofietyblog.sofi.com/tag/inclusive-culture) ### All your finances. 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PDF File](https://d32ijn7u0aqfv4.cloudfront.net/wp/wp-content/uploads/raw/063020-Sofi-Securities-LLC-Unaudited-Statement-of-Financial-Condition.pdf)** **SoFi Money: SoFi Money® is a cash management account, which is a brokerage product, offered by SoFi Securities LLC. Member [**FINRA**/](http://www.finra.org/)[**SIPC**](http://www.sipc.org/). Neither SoFi nor its affiliates are a bank.** The SoFi Money® World Debit Mastercard® is issued by The Bancorp Bank pursuant to license by Mastercard International Incorporated and can be used everywhere Mastercard is accepted. Mastercard is a registered trademark, and the circles design is a trademark of Mastercard International Incorporated. The Bancorp Bank is the issuer of the SoFi Money® World Debit Mastercard® only and is not responsible for other products, services or other offerings through SoFi. **SoFi Invest:** SoFi Invest refers to the three investment and trading platforms operated by Social Finance, Inc. and its affiliates (described below). Individual customer accounts may be subject to the terms applicable to one or more of the platforms below. 1)Automated Investing and advisory services are provided by SoFi Wealth LLC, an SEC-Registered Investment Adviser (“Sofi Wealth“). Brokerage services are provided to SoFi Wealth LLC by SoFi Securities LLC. 2) Active Investing and brokerage services are provided by SoFi Securities LLC, Member [FINRA](http://www.finra.org/)/[SIPC](https://www.sipc.org/), (“Sofi Securities). Clearing and custody of all securities are provided by APEX Clearing Corporation. 3) Cryptocurrency is offered by SoFi Digital Assets, LLC, a FinCEN registered Money Service Business. For additional disclosures related to the SoFi Invest platforms described above, including state licensure of Sofi Digital Assets, LLC, please visit [legal](https://www.sofi.com/legal/). Neither the Investment Advisor Representatives of SoFi Wealth, nor the Registered Representatives of SoFi Securities are compensated for the sale of any product or service sold through any SoFi Invest platform. Information related to lending products contained herein should not be construed as an offer or pre-qualification for any loan product offered by SoFi Lending Corp and/or its affiliates. **SoFi Relay:** SoFi’s Relay tool offers users the ability to connect both in-house accounts and external accounts using Plaid, Inc’s service. When you use the service to connect an account, you authorize SoFi to obtain account information from any external accounts as set forth in SoFi’s Terms of Use. SoFi assumes no responsibility for the timeliness, accuracy, deletion, non-delivery or failure to store any user data, loss of user data, communications, or personalization settings. You shall confirm the accuracy of Plaid data through sources independent of SoFi. The credit score provided to you is a Vantage Score® based on TransUnion™ (the “Processing Agent”) data. **SoFi Protect/Ladder:** Ladder offers term policies in New York (policy form # MN-26) that are issued by Allianz Life Insurance Company of New York. Term policies are issued in all other states and DC by Fidelity Security Life Insurance Company, Kansas City, MO (policy form No. ICC17-M-1069 and M-1069). Coverage and pricing is subject to eligibility and underwriting criteria. SoFi Agency and its affiliates do not guarantee the services of any insurance company. The California license number for SoFi Agency is 0L13077 and for Ladder is OK 22568. Ladder, SoFi and SoFi Agency are separate, independent entities and are not responsible for the financial condition, business, or legal obligations of the other. Social Finance, Inc. (SoFi) and Social Finance Life Insurance Agency, LLC (SoFi Agency) do not issue, underwrite insurance or pay claims under LadderLifeTM policies. SoFi is compensated by Ladder for each customer that completes an application through the SoFi-Ladder partnership. SoFi offers customers the opportunity to reach Ladder Insurance Services, LLC to obtain information about estate planning documents such as wills. Social Finance, Inc. (“SoFi”) will be paid a marketing fee by Ladder when customers make a purchase through this SoFi Protect link. All services from Ladder Insurance Services, LLC are their own. Once you reach Ladder, SoFi is not involved and has no control over the products or services involved. The Ladder service is limited to documents and does not provide legal advice. Individual circumstances are unique and using documents provided is not a substitute for obtaining legal advice. LadderLife™ term life is a term life insurance policy made available through Ladder Insurance Services, LLC (Ladder) and underwritten by Fidelity Security Life Insurance Company, Kansas City, MO. Product availability and features may vary by state. Not available in New York. The California license number for Ladder is OK22568. Policy Form No. ICC17-M-1069, M-1069. Policy No. TL-146. **NOTICE: Recent legislative changes have suspended all federal student loan payments and waived interest charges on federally held loans until 09/30/21. Please carefully consider these changes before refinancing federally held loans with SoFi, as in doing so you will no longer qualify for these changes or other future benefits applicable to federally held loans.** Terms and Conditions Apply. SOFI RESERVES THE RIGHT TO MODIFY OR DISCONTINUE PRODUCTS AND BENEFITS AT ANY TIME WITHOUT NOTICE. To qualify, a borrower must be a U.S. citizen or other eligible status and meet SoFi’s underwriting requirements. Not all borrowers receive the lowest rate. To qualify for the lowest rate, you must have a responsible financial history and meet other conditions. If approved, your actual rate will be within the range of rates listed above and will depend on a variety of factors, including term of loan, evaluation of your creditworthiness, years of professional experience, income, and a variety of other factors. Rates and Terms are subject to change at any time without notice and are subject to state restrictions. **Notice: SoFi refinance loans are private loans and do not have the same repayment options that the federal loan program offers, or may become available, such as Income Based Repayment, Income Contingent Repayment, or PAYE.** Your existing student loan(s) must total a minimum of $5,000 to be eligible for refinancing. Minimum loan amount may be higher in specific states due to legal requirements. Licensed by the Department of Financial Protection and Innovation under the California Financing Law License No. 6054612. SoFi loans are originated by SoFi Lending Corp. or an affiliate, NMLS # 1121636 [(www.nmlsconsumeraccess.org) Opens A New Window.](https://sofietyblog.sofi.com/www.nmlsconsumeraccess.org) **Lantern:** SoFi receives compensation in the event you obtain a loan through the Lantern marketplace. The Lantern site is owned by SoFi Lending Corp. or an affiliate, a lender licensed by the DFPI under the CFL, license number 6054612, NMLS #1121636 [(www.nmlsconsumeraccess.org) Opens A New Window.](https://sofietyblog.sofi.com/www.nmlsconsumeraccess.org). Loans may not be available in all states. Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc., registered in the U.S. and other countries. Google Play and the Google Play logo are trademarks of Google Inc. SoFi 234 1st Street, San Francisco, CA 94105 SoFi provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, genetics, or any other basis prohibited by applicable law. In addition to federal law requirements, SoFi complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training. Additionally, SoFi participates in the E-VerifyOpens A New Window. program in certain locations, as required by law. Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records. ©2026 Social Finance, Inc. All rights reserved. TLS 1.2 Encrypted Equal Housing Lender ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Haley Reynolds", "url" : "https://sofietyblog.sofi.com/author/haley-reynolds-1" }, "dateModified" : "2026-04-09T15:22:53.242Z", "datePublished" : "2026-04-09T15:22:53.000Z", "headline" : "Leading with Obsession: Insights from SoFi’s Exec Team on Being Member Obsessed", "image" : [ "https://sofietyblog.sofi.com/hubfs/SoFi-ety%20Header-1.png" ], "mainEntityOfPage" : { "@id" : "https://sofietyblog.sofi.com/leading-with-obsession", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://sofietyblog.sofi.com/hubfs/SoFi_horz_RGB_Turquoise_CircleR_Upward.jpg" }, "name" : "SoFi" } } ```