Case Study: SoFi achieves faster, self-service, data-driven decisions with Amplitude

Make Better Decisions, Faster, by Enabling Self-Service Data

SoFi, a mission-driven financial services company that expanded rapidly from lending into deposits, investing, insurance and more, faced a classic scaling problem: an explosion of product data and complex funnels (nine primary and ~60 secondary) left non-technical teams without easy access to trustworthy insights. The company needed a clear taxonomy and data governance from the start so cross-functional teams could speak the same language and act quickly on real signals.

SoFi implemented Amplitude to enable self‑service analytics, real‑time event visibility, and robust event and funnel reporting. Non-technical users can now run reports without SQL, marketing can shut off underperforming campaigns sooner, and product teams can measure downstream outcomes (e.g., funded loans) for better experiments—reducing wasted spend, increasing decision velocity, and improving cross-team collaboration and data governance.

SoFi

Phillip Lee

Principal Product Owner, Growth and Martech