SoFi’s recent moves reflect a broader push to cut down the handoffs between financial products, systems, and decisions.
SoFi Coach is the visible layer of a deeper system in which infrastructure generates data, data generates context, and context produces recommendations.
PayPal wants SMBs to become comfortable operating through AI; JPM is doubling down on physical presence; meanwhile, Klarna is turning payments into a recurring engagement mechanism.
These approaches highlight a deeper truth, financial relationships don't follow the same playbook anymore. Adapting to a respective customer base seems to be the best way.
