SoFi has long offered a wide variety of services to its customers including events, dinners, career coaching and more; they hope that over the long term that these investments will pay off and make for more loyal customers; there are some benefits to offering these types of benefits compared to for example airline loyalty programs; bank accounts are coming soon and it was shared this week that the company was working on a branded credit card; in 2017 SoFi spent $170 million on marketing and will reportedly spend $200 million this year. Source
