Personal Finance News
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.