Lending Startup SoFi Appoints 360i as Digital Media AOR

By Erik Oster 

Finance company SoFi–which placed a “traditional” ad in this year’s Super Bowl despite some skepticism–has appointed Dentsu’s 360i as its digital media agency of record following a competitive review. 360i will focus on digital acquisition (including paid social, SEM and programmatic) in an attempt to drive increased membership for the company. SoFi’s creative account was not impacted by the review and remains with MUH-TAY-ZIK | HOF-FER.

SoFi has funded more than $9 billion in loans since launching five years ago, including over $5 billion student in student loan refinancing. It recently expanded into wealth management services.

“We’re excited to work with 360i as we continue to build brand awareness around SoFi, so more people can take full advantage of our unprecedented approach to lending and wealth management,” said SoFi Chief Operating Officer Joanne Bradford. “Like SoFi, 360i isn’t afraid to take risks and experiment – it’s a perfect partner for our digital efforts.”


The news sees 360i continuing to expand its services beyond traditional creative duties, following its foray into PR with the launch of its crisis management practice last June (agency CEO Sarah Hofstetter has a background in public relations). It also comes on the heels of the agency hiring group creative director Aaron Sedlak, vice president of strategy Felicia Zhang and vice president of business development Suzanne DeMaso over the past couple of months.