Requested a credit limit increase on my $SOFI Unlimited 2% card. $5,000 → $12,000. Approved. No hard pull, no impact to my credit score. Took about 30 seconds in the app. $SOFI

Found this in my $SOFI app this week. Worth pausing on what it means. 📱 Subscription tracking and cancellation, in beta, built into the app. See every recurring charge, what’s due next, and a cancel button. You can even link outside accounts to feed it. Here is why that screen matters more than it looks. 👇 💸 Rocket Money built an entire business on this one feature. 4.1 million people pay them $7 to $14 a month, and cancellation is the paywall. Rocket paid $1.3 billion to acquire that company. 🏦 SoFi just made it a screen inside the app where 15.8M members already bank. You do not beat a point solution by stealing its users. You beat it by removing the reason to download it. 🧩 And look at what the app is now. Checking and savings. Invest. Credit card. Loans. Relay for budgeting. Coach for guidance. Plus for perks. Now subscriptions. Every screen added makes every other screen stickier, and 51% of new products last quarter came from existing members. The finance everything app 👍