The news: SoFi is deepening its in-app home lending journey by adding access to its HELOC. It is simultaneously building out a national network of real estate brokerages and creating a real estate agent advisory group.

Zoom out: SoFi has expanded its one-stop home lending model, spanning conforming mortgages, jumbo loans, Federal Housing Administration and Department of Veterans Affairs loans, HELOCs, and refinancing. And it’s introducing a tool to advance customer engagement. This is part of SoFi’s larger strategy to position itself as a one-stop shop for consumer financial services. It also includes deposit accounts; credit cards; and consumer investment offerings such as self-directed trading and roboadvisory, with trading for alternative assets including crypto. Customers return to the app to manage their full range of financial needs and goals.

Trendspotting: Gen Zers are aging into homeownership as they earn more, pay off debt, and put down roots. But many aspiring homeowners have been priced out of the market, and current homeowners locked into low rates are hesitant to sell, according to our March 2025 report “US Home Lending Trends 2025.” Becoming a high-engagement, one-stop shop is insufficient if key banking products are out of reach for many customers.

Implications for banks: Banks should embed themselves in life-stage journeys rather than pushing products per se, according to our June 2025 report “Future-Proofing Banking Through Customer-Centric Journeys.” Institutions should look beyond traditional digital banking features to solve customers’ immediate financial problems, such as improving Gen Zers’ mortgage readiness. For SoFi, which is already ahead of the market in terms of digital access, Gen Z’s life-stage journey is the next frontier. With the sheer amount of information SoFi collects, it is prepared to provide truly useful personalized advice and offers at the point of need.

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