One of SoFi Technologies' standout features is its ability to cross-sell services, driving higher member growth. In the fourth quarter of 2024, the company added 785,000 new members, the most in its history, while continuing to increase product-per-user metrics through cross-selling. The company has been rolling out new features, including SoFi Plus, crypto infrastructure upgrades and alternative investment tools — all aimed at deepening customer engagement.