SoFi provides a range of financial services in addition to lending, including an online brokerage for investing, credit cards, cash management accounts, and other services like SoFi Lantern, which allows customers to compare different lending products. The fintech's strategy is to be a one-stop shop for its customers, so it can cross-sell multiple financial products. The more products SoFi sells to each individual customer, the more profitable that customer is to the company because it reduces customer acquisition costs.