SoFi Technologies Partners With Payward to Connect Banking and Digital Asset Markets

SoFi Technologies announced a partnership with Payward, the company behind the Kraken cryptocurrency exchange, to integrate banking services with digital asset markets.

The deal gives SoFi customers a more direct path to buying and holding cryptocurrency through their existing accounts. SoFi, which offers checking accounts, savings accounts, loans, and investment products, has been expanding its financial services platform over the past several years.

Payward operates Kraken, one of the largest cryptocurrency exchanges in the United States. The partnership would allow SoFi to offer crypto trading and custody services without building the infrastructure from scratch.

The announcement came in early September 2026, as digital asset markets have seen renewed interest following a period of regulatory clarity in the United States. Several major financial institutions have moved to offer crypto services to retail customers in recent months.

For SoFi, the partnership fits a broader strategy of becoming a one-stop financial platform. The company has positioned itself as an alternative to traditional banks, targeting younger customers who want to manage all their finances in one place.

Details of the financial terms of the partnership were not disclosed. SoFi said it expects to roll out integrated crypto features to customers in phases, starting with basic buying and selling before adding more advanced options.

The move comes as competition among fintech companies for younger customers has intensified. Rivals including Robinhood, Cash App, and Revolut already offer crypto trading alongside traditional banking features.

Analysts said the partnership makes strategic sense for both companies, giving SoFi a credible crypto partner and giving Payward access to SoFi's growing customer base.