$SOFI brand is also getting much stronger.

Unaided brand awareness hit 10%

This means that when you ask Jenny from the block to name a bank, 10% of Jenny's say Sofi.

This is double the level of 2022.

This helps retention, reduces CAC, and improves profitability.

Sofi was also named the #1 U.S. Bank by Forbes and ranked #1 for DIY investor satisfaction by J.D. Power.