SoFi Technologies advertising spend, FY2025
SoFi Technologies (SOFI) reported $426M of advertising expense for the fiscal year ended Dec 31, 2025. That is 11.8% of revenue of $3.6B. Up 32.4% from FY2024.
Key facts
- Ad spend is 3.1x its FY2020 level ($139M), slower than revenue (6.4x).
- FY2025 is the highest year on file, going back to FY2019.
- Largest increase +39.9% in FY2022; largest cut -18.3% in FY2020.
- Ad spend has risen 5 years in a row.
- Ad spend is 11.8% of revenue, down from 24.6% in FY2020.
- SoFi Technologies spends more on advertising than 59% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.3x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $426M | +32.4% | $3.6B | 11.8% | AdvertisingExpense | 10-K Feb 17, 2026 |
| FY2024 | Dec 31, 2024 | $322M | +13.3% | $2.7B | 12.0% | AdvertisingExpense | 10-K Feb 17, 2026 |
| FY2023 | Dec 31, 2023 | $284M | +11.0% | $2.1B | 13.4% | AdvertisingExpense | 10-K Feb 17, 2026 |
| FY2022 | Dec 31, 2022 | $256M | +39.9% | $1.6B | 16.3% | AdvertisingExpense | 10-K Feb 24, 2025 |
| FY2021 | Dec 31, 2021 | $183M | +31.8% | $985M | 18.6% | AdvertisingExpense | 10-K Feb 27, 2024 |
| FY2020 | Dec 31, 2020 | $139M | -18.3% | $566M | 24.6% | AdvertisingExpense | 10-K Mar 1, 2023 |
| FY2019 | Dec 31, 2019 | $170M | n/a | $443M | 38.4% | AdvertisingExpense | 10-K Mar 1, 2022 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense). Revenue is net of interest expense.
Compared with similar spenders
The 6 companies closest to SoFi Technologies in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 135 | Levi Strauss | $437M | 7.0% | +1.6% | FY2025 |
| 136 | FedEx | $436M | 0.5% | +2.6% | FY2026 |
| 137 | TAL Education Group | $429M | 14.3% | +40.4% | FY2026 |
| 138 | Newell Brands | $429M | 6.0% | +2.9% | FY2025 |
| 139 | Vipshop | $427M | 2.8% | +4.7% | FY2025 |
| 140 | SoFi Technologies | $426M | 11.8% | +32.4% | FY2025 |
| 141 | Charles Schwab | $420M | 1.8% | +5.8% | FY2025 |
Full ranking of 336 companies · Biggest increases #45 · Up 5+ years in a row #47
Questions
How much does SoFi Technologies spend on advertising?
SoFi Technologies spent $426M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 17, 2026.
What percentage of revenue does SoFi Technologies spend on advertising?
11.8% of revenue in fiscal 2025 ($426M of $3.6B). The median across the 336 companies tracked is 5.2%.
Is SoFi Technologies spending more on advertising?
Yes. Ad spend rose 32.4% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.
How does SoFi Technologies rank by advertising spend?
#140 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does SoFi Technologies's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 17, 2026
- Accession number
0001818874-26-000013- Company
- SoFi Technologies, Inc., CIK 1818874, SIC 6199 (Finance Services)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- SoFi Technologies advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 17, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/sofi-technologies/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies