Principal Product Designer, Coach
SoFi · CA - San Francisco; WA - Seattle
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- CA - San Francisco; WA - Seattle
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Subject: Interested in the Principal Product Designer, Coach role at SoFi
Hi Alex — I came across the Principal Product Designer, Coach opening and wanted to reach out directly. I've spent the last few years doing exactly this kind of work, and SoFi stood out because…
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About the role
Employee Applicant Privacy Notice
Who we are:
Shape a brighter financial future with us.
Together with our members, we’re changing the way people think about and interact with personal finance.
We’re a next-generation financial services company and national bank using innovative, mobile-first technology to help our millions of members reach their goals. The industry is going through an unprecedented transformation, and we’re at the forefront. We’re proud to come to work every day knowing that what we do has a direct impact on people’s lives, with our core values guiding us every step of the way. Join us to invest in yourself, your career, and the financial world.
The Team
Shape a brighter financial future with us. Together with our members, we’re changing the way people think about and interact with personal finance. We’re a next-generation financial services company and national bank using innovative, mobile-first technology to help our millions of members reach their goals.
The industry is going through an unprecedented transformation, and we’re at the forefront. We are currently building SoFi Coach—our most ambitious initiative yet. SoFi Coach is an AI-native, agentic layer that will live across every SoFi product, transforming our platform from a set of financial tools into a proactive personal wealth manager. We’re proud to come to work every day knowing that what we do has a direct impact on people’s lives, and we're looking for a pioneer to help us build the future of autonomous finance.
The Role
We’re looking for something new for SoFi: a Principal Product Designer (IC6) who makes agentic capabilities happen.
In one sentence — we want you to lead the design and execution of SoFi Coach, turning speculative AI capabilities into validated, agentic experiences that help our members get their money right. You will collaborate with Directors and VPs to influence cross-company strategy while staying deep in the weeds to prove what’s possible.
What You’ll Do
- Lead the SoFi Coach vision: Define the interaction patterns and UX strategy for a conversational interface that proactively manages debt, investments, and wealth optimization.
- Build to inspire: Create functional prototypes and MVPs using AI-native workflows (Claude Code, Cursor, etc.) to demonstrate "magic moments" to stakeholders and engineering partners.
- Act as an "un-invasive innovator": Partner with core engineering and product teams (Lending, Invest, Money) to accelerate their AI roadmaps without creating organizational friction.
- Push the possible: Use your technical savvy to challenge the status quo, pushing engineering teams to achieve higher craft and more ambitious execution in our AI implementations.
- Evolve the craft: Help lead the evolution of SoFi’s internal AI-enabled design workflow, creating skills and agents that benefit the entire design organization.
- Evangelize AI-native design: Contribute the frameworks and "vibe-coding" patterns that will drive AI product development company-wide.
Who You’ll Need
You are as much a technical founder as you are a product designer; at your core you are a problem solver, a craft virtuoso, and an AI-Native Builder. You move with a speed that defies traditional design lifecycles, collapsing the gap between a Figma mock and a functional prototype.
You thrive in high-velocity, high-impact teams, showcasing an entrepreneurial mindset and adaptability born from startup or high-growth environments. You are a power user of the modern AI development stack (Claude Code, Cursor, etc.), and you use these tools to build experiences that were impossible twelve months ago.
You are driven by impact that isn’t just tangible but meaningful. Helping everyday people build healthy money habits resonates with you; you believe that helping a family get out of debt, buy their first home, or optimize their tax strategy is a profound responsibility. That tension between rapid progress and high-stakes responsibility excites you.
- 10+ years of experience as a Product Designer, Technical Founder, and/or Design-Engineer, with a proven track record of driving 0-to-1 initiatives for high-scale consumer products.
- A "builder" portfolio: A public or private collection of functional projects you have personally built or contributed to using code and AI tools.
- Mastery of AI tooling: You are a power user of Claude Code, Cursor, and similar environments for rapid, iterative development.
- Strategic gravitas: Experience influencing cross-functional strategy at the executive level in a complex, fast-moving organization.
- Technical literacy: A strong understanding of software architecture, APIs, and agentic systems to ensure your contributions are both visionary and feasible.
Even Better
- Founded or grew a business or side hustle as a product/design thinker.
- Experience driving impact within a highly-regulated industry (Fintech, Healthtech, etc.).
- Deep experience with Agentic AI architectures, tool-calling logic, and RAG implementations.
- Professional background that blurs the lines between Design and Full-Stack Engineering.
SoFi provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion (including religious dress and grooming practices), sex (including pregnancy, childbirth and related medical conditions, breastfeeding, and conditions related to breastfeeding), gender, gender identity, gender expression, national origin, ancestry, age (40 or over), physical or medical disability, medical condition, marital status, registered domestic partner status, sexual orientation, genetic information, military and/or veteran status, or any other basis prohibited by applicable state or federal law.
The Company hires the best qualified candidate for the job, without regard to protected characteristics.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
New York applicants: Notice of Employee Rights
SoFi is committed to an inclusive culture. As part of this commitment, SoFi offers reasonable accommodations to candidates with physical or mental disabilities. If you need accommodations to participate in the job application or interview process, please let your recruiter know or email accommodations@sofi.com.
Due to insurance coverage issues, we are unable to accommodate remote work from Hawaii or Alaska at this time.
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