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# SoFi says testing its AI adviser Coach showed how advice is framed matters
- URL: https://www.theglobalbanker.com/sofi-says-testing-its-ai-adviser-coach-showed-how-advice-is-framed-matters/
- Published: 2026-06-09T17:13:22.000Z
- Updated: 2026-10-05T13:52:20.000Z
- Description: SoFi's head of advice and planning said testing Coach showed that the snowball debt-repayment method works better for most people than the mathematically optimal avalanche approach, leading SoFi to train the AI guide on how to position its advice.
- Author: TGB Editorial Team
- Tags: Fintech, Americas

SoFi said testing of Coach, its artificial intelligence-powered financial guide, taught it how best to present advice so that it resonates with customers, Brian Walsh, head of advice and planning at the US digital bank, said in an interview with Banking Dive published on 9 June.

"When it comes to financial guidance and coaching, there's both an art and a science to it," Walsh said. "One of the biggest learning experiences along the way," he said, "was how do we take this and communicate this in the best manner possible?"

#### SNOWBALL OVER AVALANCHE

Walsh cited debt repayment as an example. Mathematically, the avalanche approach of paying down the highest-interest debt first is best, he said. But "in reality, the snowball approach ends up being much more effective for an overwhelming majority of people, because it plays to human behavior, where they see progress quicker," he said, referring to paying off balances from smallest to largest.

That led SoFi to train Coach on how to position its guidance so that it resonates with customers. The company's financial planners were also involved in evaluating Coach's responses.

#### ROLL-OUT TO SOFI PLUS MEMBERS

SoFi launched Coach on 2 June as a chat-based guide in its app that uses customers' data to deliver personalised financial insights. It is initially available to SoFi Plus members, with access to be expanded over time. Coach builds on Relay, a money-management tool SoFi launched in 2019 that connects customers' external accounts, and can help users track spending, manage debt and plan for goals such as buying a home or retirement. SoFi plans to add features such as subscription management. The company said nearly 70% of engaged users in testing took meaningful financial actions.

Walsh described Coach as "a complement" to SoFi's roughly dozen financial planners, and said the bank has not cut any planner roles and does not plan to. SoFi has about 14.7 million members and $53.7 billion in assets.