Business Segments · Advertising Expense
Financial Services — Advertising Expense
SoFi Technologies, Inc. Financial Services — Advertising Expense increased by 20.7% to $11.99M in Q1 2026 compared to the prior quarter. Year-over-year, this metric grew by 111.3%, from $5.68M to $11.99M. Over 3 years (FY 2022 to FY 2025), Financial Services — Advertising Expense shows relatively stable performance with a -3.1% CAGR.
Analysis
StatementSegment
CategoryGrowth
SignalContext dependent
VolatilityModerate
First reportedQ1 2022
Last reportedQ1 2026
Rolls up toAdvertising
How to read this metric
High spending is necessary for growth, but should be balanced against the lifetime value of the acquired customers.
Detailed definition
Direct costs incurred for marketing and advertising campaigns to acquire new customers or promote products. This is a ke...
Peer comparison
Standard marketing expense line item for consumer-facing digital platforms.
Metric ID:
sofi_segment_financial_services_advertising_expenseHistorical Data
17 periods
| Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | Q1 '26 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $9.17M | $9.17M | $9.17M | $9.17M | $11.09M | $11.09M | $11.09M | $11.09M | $9.00M | $6.19M | $15.05M | $6.49M | $5.68M | $8.42M | $9.29M | $9.94M | $11.99M |
| QoQ Change | — | +0.0% | +0.0% | +0.0% | +21.0% | +0.0% | +0.0% | +0.0% | -18.8% | -31.2% | +143.1% | -56.9% | -12.6% | +48.4% | +10.2% | +7.0% | +20.7% |
| YoY Change | — | — | — | — | +21.0% | +21.0% | +21.0% | +21.0% | -18.8% | -44.2% | +35.7% | -41.4% | -36.9% | +36.1% | -38.3% | +53.1% | +111.3% |
Range$5.68M – $15.05M
CAGR+7.0%
Avg YoY Growth+10.8%
Median YoY Growth+21.0%
Current Streak4 quarters growth
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Frequently Asked Questions
- What is SoFi Technologies, Inc.'s financial services — advertising expense?
- SoFi Technologies, Inc. (SOFI) reported financial services — advertising expense of $11.99M in Q1 2026.
- How has SoFi Technologies, Inc.'s financial services — advertising expense changed year-over-year?
- SoFi Technologies, Inc.'s financial services — advertising expense increased by 111.3% year-over-year, from $5.68M to $11.99M.
- What is the long-term trend for SoFi Technologies, Inc.'s financial services — advertising expense?
- Over 3 years (2022 to 2025), SoFi Technologies, Inc.'s financial services — advertising expense has grown at a -3.1% compound annual growth rate (CAGR), from $36.66M to $33.32M.
- What does financial services — advertising expense mean?
- Total spending on marketing and advertising to attract customers.