Note: The job is a remote job and is open to candidates in USA. SoFi is a next-generation financial services company and national bank that is transforming personal finance through innovative technology. They are seeking a Principal Product Designer to lead the design and execution of SoFi Coach, an AI-native platform that proactively manages financial tools for members.

Responsibilities

• 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

Skills

• 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
• 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

Benefits

• To view all of our comprehensive and competitive benefits, visit our Benefits at SoFi page!
• 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.
• Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
• 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 [email protected].
• Due to insurance coverage issues, we are unable to accommodate remote work from Hawaii or Alaska at this time.

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