Principal Product Designer, Coach
Role summary
Shape a brighter financial future by joining a next-generation financial services company as a Principal Product Designer (IC6). This role is pivotal in building SoFi Coach, an ambitious AI-native, agentic layer transforming the platform into a proactive personal wealth manager. You will lead the design and execution of agentic AI capabilities, turning speculative AI into validated experiences that help members manage debt, investments, and wealth. Collaborating with Directors and VPs, you'll influence strategy while staying hands-on with AI tools like Claude Code and Cursor to build functional prototypes and MVPs. This role requires a blend of technical founder and product designer, with a proven track record in 0-to-1 initiatives for high-scale consumer products and 10+ years of experience.
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
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.