SoFi, the second largest marketplace lender, announced on Monday that Joanne Bradford has joined the firm as Chief Operating Officer. Bradford was most recently head of partnerships at Pinterest. She is a seasoned executive highly regarded for her experience driving growth at some of the country’s leading startups, Fortune 500 and media companies. In her new role she will oversee the company’s consumer-facing functions including marketing, business development, partnerships, and member services.
Bradford joins SoFi, ranked as one of the Bay Area’s fastest growing fintech companies, at a pivotal time in its growth. The firm has funded more than $3 billion in the past year across personal loans, mortgages and student loan refinancing. As SoFi moves closer toward its goal of becoming the primary financial services partner for members, it is on course to surpass $5 billion in total funded loans by year-end.
“I’m thrilled to add Joanne to SoFi’s executive team. Her track record leading high-growth companies speaks for itself, and we look forward to her contributions as we accelerate our transformation of financial services.”
Bradford’s arrival signifies SoFi’s commitment to build out unique channels to market and an exceptional member experience. Under Bradford’s leadership SoFi will:
- Invest heavily in its Member Success programs that provide a lifetime of valuable support and community. SoFi’s Career Services division, for example, has counseled more than 1,000 members and has helped more than 120 secure new jobs to date.
- Scale its partnerships with leading employers and member organizations. Currently, approximately one in four members are introduced to SoFi through these partnerships, and that figure is expected to significantly grow moving forward.
- Accelerate its marketing investment to extend reach and deepen engagement with members, its most powerful advocates. Currently, nearly half of SoFi’s new applicants have heard about the firm from friends, family, or colleagues.
“Like internet advertising, there is a huge first mover advantage in fintech. SoFi is on the forefront of modern money, leading the way. I can’t imagine a better place to be.”