SoFi Partners with Top Athletes for "Give Her Credit" Campaign
Venus Williams and Cameron Brink

SoFi Partners with Top Athletes for “Give Her Credit” Campaign

SoFi is launching a new initiative focused on women’s financial independence — and partnering with two professional athletes as part of the campaign.

About Give Her Credit:

This week, the FinTech bank SoFi announced that it was working with tennis all-star Venus Williams as well as the WNBA’s Cameron Brink to introduce Give Her Credit. The timing of the launch coincides with the 50th anniversary of the Equal Credit Opportunity Act which prohibits creditors from discriminating against applicants on the basis of sex, race, marital status, and several other factors. That legislation was signed into law by President Gerald Ford on October 28th, 1974.

As part of this campaign, SoFi will be awarding a total of $500,000 to 50 people. To enter, individuals can submit an outline for a project supporting women’s financial independence. While these can be existing and on-going efforts, entrants can also detail a new initiative that would be launched with the help of the award money. These submissions will be evaluated on their potential impact as well as their ability to inspire and more. A clear vision for how the awarded funds will be utilized will also be considered.

The $10,000 winners will be notified in December followed by an official announcement in January 2025. More information can be found on SoFi’s Give Her Credit page.

What they’re saying:

Announcing the new campaign and speaking to why she was interested in the initiative, Willaims stated, “At an early age, I had clear ambitions and drive to be the best, with the discipline and determination to win, but soon learned of the inequalities and imbalances I would have to face to succeed. I am very proud to partner with SoFi to help identify people who are helping women across the country to reach their financial independence.”

The athlete and entrepreneur added. “This campaign is about more than just celebrating progress – it’s about creating real opportunities for financial independence that empower the next generation of women to dream big and win.”

Additionally, Brink said of working with the bank, “Partnering with SoFi on the 50th anniversary of the ECOA through the Give Her Credit campaign is deeply personal to me. As a female athlete, I’ve seen firsthand how vital financial independence is to women’s progress, and it’s been a key part of the conversations I’ve had to navigate my own career… This campaign isn’t just about celebrating progress—it’s about ensuring the next generation of women have the financial tools and confidence to take control of their futures.”

My thoughts:

This isn’t the first time that SoFi has partnered with athletes to help promote financial wellness. Earlier this year, the bank created the Generational Wealth Fund with the help of NBA star Jayson Tatum (while also becoming an official sponsor of the NBA). That program focuses on financial literacy, creating sustainable wealth, and expanding homeownership opportunities.

As for the Give Her Credit initiative, this is an exciting start for what will hopefully be an impactful program. Of course, with the likes of Venus Williams behind it, I expect big things from this campaign. In particular, I look forward to seeing what the winning entrants have planned when they’re unveiled next year.

The "Email" field is empty, you must enter some text to proceed.The text you entered in the "Email" field appears to be invalid, please edit it and try again
Get the Latest News Delivered to Your Inbox
Travelers with two Best Western Credit Cards

Best Western Debuts Two New Rewards Credit Cards

After pausing applications for their previous rewards card, the hotel chain Best Western has unveiled a new pair of rewards credit cards with a new issuer. About the Best Western cards: Best Western is partnering with First Bank & Trust and Mercury Financial to introduce two new co-branded credit cards. First up is the no-annual-fee Best Western Rewards Visa Signature Card. With this card, customers can 4x points on Best...
Marriott Bonvoy card and a woman on vacation

Marriott Bonvoy Bold Card Launches Travel Contest

Chase and Marriott Bonoy have unveiled a special contest while continuing to offer its best-ever welcome bonus. About the welcome bonus and Bold Chat Court Contest: Marriott Bonvoy and Chase have launched a special opportunity called the Bold Chat Court contest. As part of this contest, 10 lucky travelers will be awarded 500,000 Marriott Bonvoy points (for a total of 5 million) as well as $5,000. For this contest, the...
Bilt and All Reward logos

Bilt Adds 2 New Transfer Partners Including First 3:2 Transfer Rate

Bilt is once again expanding its travel transfer rewards program — and is even breaking the mold with one new partner. About the new additions to Bilt: This week, Bilt launched partnerships with two more travel brands: TAP Air Portugal and Accor. As a result, Bilt members will now be able to transfer their points to Miles&Go and ALL Reward, respectively. In total, Bilt now has 18 transfer partners including 13...
Fioney Top 10 Must-Read Personal Finance Articles Septemeber 2024

Top 10 Personal Finance Articles of the Month — September 2024

Welcome to Fioney's look at the top 10 personal finance articles of the month. On the first Friday of each new month, we look back at some of our favorite posts published in the weeks prior and highlight them right here. This includes a mix of sites that have become staples of our lists as well as many first-timers. To start things off this month, we'll look at some articles...
Amazon and Target logos

Discover Reveals 5% Bonus Categories for Final Quarter of 2024

As we head into the holiday season, Discover has unveiled its fourth-quarter bonus category picks. About the Q4 2024 Discover It 5% categories: Starting on October 1st, Discover It customers will be able to earn up to 5% back on purchases from two major retailers. First up is Amazon — which has been a fixture of Discover's fourth-quarter bonus categories since at least 2015. While this category will of course cover...