Rascasse Audience Intelligence

SoFi (Social Finance Inc.) Target Market in United States

A data profile of the people who buy, follow and care about SoFi (Social Finance Inc.) in United States — modelled from more than twelve digital signal sources. SoFi (Social Finance Inc.) has an estimated audience of 614,437 people in United States.

#3342among Brand in United States#2023in Business & Career

The average SoFi (Social Finance Inc.) fan in United States is 42.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Restaurant Depot, NASDAQ, FedEx, with strongest over-indexing on Restaurant Depot (28.35× the country average).

Demographically, the SoFi (Social Finance Inc.) audience skews more male with an average age of 42.1, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical SoFi (Social Finance Inc.) fan in United States is more male, around 42.1 years old, with strong Career Orientation tendencies and a notable affinity for Restaurant Depot.

Category: Business & Career · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the SoFi (Social Finance Inc.) profile in United States.

Audience size
614K
in United States
Gender
34.4%♀
65.6% male
Age
42.1
average years
Country rank
#32339
Brand in United States
Fig. 01

Search interest · 12-month trend

+64%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of SoFi (Social Finance Inc.)

34.4% are female, 65.6% are male, average age 42.1.

Fig. 02

Gender split

34.4%
Female
65.6%
Male
Demographic split for SoFi (Social Finance Inc.) audience in United States
MetricValue
Female34.4%
Male65.6%
Average age42.1
Estimated audience size614,437
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the SoFi (Social Finance Inc.) audience in United States
Age bracketShare%
16-198%
20-2922%
30-3923%
40-4924%
50+22%
Fig. 04

Worldwide distribution

57.3%

of the worldwide SoFi (Social Finance Inc.) audience comes from United States.

Worldwide audience distribution share by country for SoFi (Social Finance Inc.)
CountryShare
United States57.3%
Germany13.2%
Japan5.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the SoFi (Social Finance Inc.) audience in United States is strongest.

Fig. 05

Top regions by affinity

SoFi (Social Finance Inc.) customers by region in United States
#RegionReachAffinity×
01Georgia~20K1.29×
02California~70K1.22×
03New Jersey~20K1.18×
04Washington~10K1.18×
05Nevada~6K1.18×
06Florida~40K1.14×
07Maryland~10K1.14×
08Utah~6K1.13×
09Delaware~2K1.11×
10South Carolina~9K1.10×
11Texas~50K1.09×
12Illinois~20K1.08×
13Virginia~10K1.08×
14New York~30K1.07×
15North Carolina~20K1.07×
16Colorado~9K1.07×
17Massachusetts~10K1.05×
18Connecticut~6K1.04×
19Hawaii~2K1.04×
20Washington, District of Columbia~2K1.02×
21Arizona~10K1.01×
22Pennsylvania~20K1.00×
23Tennessee~10K1.00×
24Alabama~8K1.00×
25Oregon~6K1.00×
26Missouri~9K0.99×
27Arkansas~4K0.99×
28New Hampshire~2K0.99×
29Minnesota~8K0.98×
30Louisiana~7K0.97×
31Mississippi~4K0.97×
32Kansas~4K0.97×
33West Virginia~2K0.97×
34Ohio~20K0.95×
35Oklahoma~6K0.94×
36Rhode Island~2K0.93×
37Indiana~9K0.92×
38Nebraska~3K0.92×
39Montana~1K0.92×
40Alaska~1K0.90×
41Michigan~10K0.89×
42Wisconsin~7K0.89×
43Kentucky~6K0.89×
44Iowa~4K0.89×
45Vermont<1K0.88×
46New Mexico~2K0.86×
47Maine~2K0.86×
48North Dakota<1K0.85×
49South Dakota~1K0.84×
50Idaho~2K0.83×
Fig. 06

Affinity by region

Affinity by region — SoFi (Social Finance Inc.), United States
0.83×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the SoFi (Social Finance Inc.) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for SoFi (Social Finance Inc.) audience
#·InterestCategoryAffinity×
01Restaurant DepotFood & Beverages28.35×
02Fidelity InvestmentsBusiness & Career5.61×
03E-TradeBusiness & Career4.42×
04QVCMovies & TV3.78×
05NASDAQBusiness & Career3.77×
06FedExBusiness & Career3.36×
07InnovationBusiness & Career3.06×
08Renewable energyBusiness & Career2.93×
09Solar energyHome & Garden2.50×
10Staples (Canada)Business & Career2.44×
11Discount storesShopping2.41×
12Mortgage loansBusiness & Career2.40×
13Wells FargoBusiness & Career1.92×
14Financial servicesBusiness & Career1.86×
15MSNNews1.80×
16PinterestInternet & Social Media1.75×
17Planet FitnessSports1.71×
18AirbnbTravel & Leisure1.69×
19BankingBusiness & Career1.66×
20BarbecueFood & Beverages1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the SoFi (Social Finance Inc.) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by SoFi (Social Finance Inc.) audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.08×
Risk AppetiteTHRILL1.93×
Convenience OrientationPREMIUM1.83×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by SoFi (Social Finance Inc.) audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.75×
Healthy LifestyleBALANCE0.90×
CreativityOPEN0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is SoFi (Social Finance Inc.)'s target market in United States?

SoFi (Social Finance Inc.)'s target market in United States covers an estimated 614,437 people, concentrated in California and Texas.

02

What is the gender split and age of SoFi (Social Finance Inc.) customers?

34.4% of the SoFi (Social Finance Inc.) audience are female, 65.6% are male, with an average age of 42.1 years.

03

Which brands do SoFi (Social Finance Inc.) fans like most?

SoFi (Social Finance Inc.) fans show strongest brand affinity for Restaurant Depot (28.35×), NASDAQ (3.77×), and FedEx (3.36×) over the country average.

04

Where do SoFi (Social Finance Inc.) fans live in United States?

SoFi (Social Finance Inc.) fans in United States are most concentrated in California (reach ~70K), Texas (reach ~50K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do SoFi (Social Finance Inc.) fans also like?

Beyond SoFi (Social Finance Inc.) itself, the audience over-indexes on NASDAQ (3.77×), FedEx (3.36×), Mortgage loans (2.4×), and Innovation (3.06×) compared to the United States average.

Appendix

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Related profiles, rankings and the same audience in other markets.

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See SoFi (Social Finance Inc.) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for SoFi (Social Finance Inc.). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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