The epic rise of the SoFi brand — Brad Simmons // Figure

Quotes

• "The biggest thing was the beachhead product of student loan refinance, which didn't exist before SoFi did it." - Brad Simmons

• "With SoFi, you can refinance your student loan debt out of a 7% federal loan into a two-and-a-half percent private loan through SoFi, which changes people's lives. They had superb product market fit and amazing attention to detail on the audience." - Brad Simmons

• "From a marketing perspective, seeing the success so far boiled down to the people. It was such a great, fantastic team, led by the accomplished, you know, Joanne Bradford." - Brad Simmons

• "How did Figure become successful? Think of Product Market Fit; think of coming into 2020 or COVID; with home prices skyrocketing, people have an all-time high amount of equity they're sitting on in their homes. And we wanted to allow them to tap into that to make better financial decisions versus carrying higher interest debt and giving them access quickly." - Brad Simmons

• "We marketed Figure by spinning up channels, direct mail, television, radio partnerships, affiliates, and social display. I call it brand response. It's essentially building your brand by scaling performance channels and measuring everything as minutely as possible to ensure ROI. And that's what we did for Figure to scale that business." - Brad Simmons

• "One of the most important pillars is your messaging and understanding of your audience." - Brad Simmons