As a copywriter for SoFi's lifecycle marketing campaigns, I developed consumer-facing copy across email, push notifications, and in-app messaging for one of the most recognized names in personal finance. Worked within a highly regulated fintech environment to write clear, compelling content across SoFi's Invest and Protect verticals, translating complex financial products into messaging that felt human, relevant, and easy to act on.
Roboinvesting
SoFi wanted to reach existing members who hadn't yet explored automated investing and nudge them toward opening a Robo Advisor account. I wrote a full cross-channel suite covering two emails, three push notifications, and an in-app message, all built around introducing the product to an audience that might not have had much context for it.
The main creative challenge was making "robo investing" feel less like a buzzword and more like something genuinely useful. The first email walked users through how the product works, step by step. The second took a myth-busting angle, tackling real skepticism around automation, human oversight, and staying in control of your money. On the push side, I worked within tight character limits to distill the value prop into something worth tapping.
Open Enrollment
Timed to open enrollment season, this campaign had a clear message: your employer's life insurance probably isn't enough. I wrote in-app messages and a series of emails promoting term life coverage through two partner brands, Ethos and Ladder, each needing its own tailored copy with distinct rate callouts and partner disclosures.
The throughline across everything was reframing open enrollment from a passive checkbox moment into something that actually warranted attention. Rather than leading with the product, the copy led with a gap in protection most people don't think about until it's too late, making it feel less like a sales push and more like a genuine heads-up.
