Though, like other fintechs, it has been embroiled in its share of controversies — including sexual harassment allegations involving Co-Founder Mike Cagney — SoFi continues to focus on its core messaging and targeting upwardly mobile consumers to help them manage their financial lives. "Through it all, SoFi has stuck to the same strategy: Build an aspirational brand that engenders loyalty, and avoid competing with other lending startups on price," Fast Company notes.