Case Study: SoFi achieves 970% audience growth and a 247% conversion lift with Contently

How SoFi Redefined Finance Content and Grew Its Audience 970 Percent

SoFi, founded in 2011 to help millennials and parents navigate post‑crisis financial challenges, originally focused its content on SEO and products but found its audience was primarily mobile and social. The company needed more engaging, editorial storytelling, in‑house editorial talent, and a centralized content platform to manage workflows and measure reader engagement.

SoFi partnered with Contently to hire journalists and a managing editor, adopt a content platform, and build pieces around Money, Career, and Relationships. The new strategy drove dramatic results: overall site traffic grew 970% (from ~15K to ~150K monthly), organic Google traffic rose 50%, conversions from organic increased 37%, and total monthly conversions climbed 247%, aided by deeper engagement analytics.

SoFi

David Gardner

Director of Content Marketing