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SoFi uses cookies, pixels, and third-party tracking technologies for interest-based advertising, and operates a consent management platform (OneTrust) that allows users to manage their cookie and tracking preferences.
This analysis describes what SoFi's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
The use of third-party tracking technologies for behavioral advertising may constitute 'sharing' personal information under CCPA/CPRA, and the consent management implementation directly affects whether opt-out signals are properly recognized and applied.
Interpretive note: The consent-by-inaction mechanism is inferred from the JavaScript implementation visible in the page source; the written policy text governing this behavior was not fully reproduced in the provided HTML.
The updated Privacy Notice explicitly discloses that SoFi collects user information through cookies, pixels, and other tracking technologies and shares this data with social media, advertising, and analytics partners. Previously, the policy described these practices in more general language. Under the revised terms, continued use of SoFi's website constitutes acceptance of these tracking and data-sharing practices unless the user actively makes selections in the Privacy Preference Center. You can use the preference center to opt out of optional tracking technologies, though strictly necessary cookies cannot be disabled.
View change record →The updated privacy notice explicitly discloses that SoFi uses pixels and tracking technologies to collect information about your actions and preferences, and shares this data with social media, advertising, and analytics partners. The revised consent interface distinguishes between strictly necessary cookies (which cannot be disabled) and optional cookies for performance and targeting purposes (which require affirmative consent). The terms state that if you do not make a selection, you agree to use of these technologies; you can opt out by toggling the button that appears to the right of each optional cookie category.
View change record →The updated terms establish a more permissive consent model for tracking technologies. Previously, the policy stated that users could 'choose not to allow some types of cookies' (opt-in structure). The revised language now states 'If you do not make a selection, you agree to our use of these technologies' (opt-out structure). This means that continued use of the website without affirmative rejection constitutes acceptance of cookies, pixels, and data sharing with advertising and analytics partners. The updated terms also explicitly disclose that SoFi shares collected information with 'social media, advertising, and analytics partners,' providing more specificity about data sharing destinations. You can decline the Privacy Preference Center or decline all optional tracking technologies through the updated preference settings.
View change record →Removal of this high-severity provision addressing interest-based advertising eliminates explicit reference to third-party tracking technology disclosure, though OneTrust integration persists.
View full change record →The automatic cookie opt-in mechanism based on passive behavior was replaced with a direct privacy options toggle function, and severity was upgraded to high.
View full change record →SoFi's website uses tracking technologies including cookies and pixels that may share device identifiers and browsing activity with advertising partners. The OneTrust consent platform is used to manage these preferences, and the policy states that Global Privacy Control browser signals are recognized.
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"function OptanonWrapper() { if (window.location.search.indexOf('privacy_options=true') !== -1) { window.OneTrust.ToggleInfoDisplay(); } }Excerpt from SoFi's Privacy Notice
1. REGULATORY LANDSCAPE: The use of tracking pixels and cookies for behavioral advertising engages CCPA/CPRA's definition of 'sharing' personal information for cross-context behavioral advertising, enforced by the California Privacy Protection Agency. The FTC Act applies to representations about opt-out effectiveness. State laws in Colorado, Connecticut, Virginia, and other states with comprehensive privacy laws may also require opt-out mechanisms for targeted advertising. The EU-US Data Privacy Framework reference suggests potential GDPR applicability for EU user data processed through these technologies. 2. GOVERNANCE EXPOSURE: High. The script on the page reveals that if a user does not interact with the cookie consent banner and navigates away from the page, the system is configured to automatically opt the user into all cookie categories (via OneTrust.AllowAll()), unless Global Privacy Control is enabled. This consent-by-inaction design may not satisfy affirmative consent requirements under GDPR or opt-in requirements under certain state privacy laws, and warrants review. 3. JURISDICTION FLAGS: California residents have a right to opt out of sharing for behavioral advertising and to have Global Privacy Control signals honored. EU/EEA users may require affirmative opt-in consent for non-essential cookies under ePrivacy Directive requirements. Colorado, Connecticut, and Virginia residents have similar opt-out rights for targeted advertising under their respective state privacy laws. 4. CONTRACT AND VENDOR IMPLICATIONS: Third-party advertising and analytics vendors receiving data through these tracking technologies must be assessed to confirm they qualify as service providers or contractors under CCPA, or that the data transfer is disclosed as a 'share.' Tag management through Google Tag Manager and mParticle integration observed in the page code should be evaluated for data minimization and purpose limitation compliance. 5. COMPLIANCE CONSIDERATIONS: The consent-by-inaction implementation (auto-accepting cookies on page navigation away without CTA interaction, absent GPC) should be reviewed against applicable state privacy law opt-out requirements. GPC signal recognition should be tested across all digital properties. Cookie audit and data flow mapping for all third-party tags loaded through GTM should be conducted and documented.
Regulatory citations, enforcement risk, and due diligence action items.
Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
Provision-level monitoring, governance timelines, and regulatory mapping built from archived source documents and historical version tracking.
The use of third-party tracking technologies for behavioral advertising may constitute 'sharing' personal information under CCPA/CPRA, and the consent management implementation directly affects whether opt-out signals are properly recognized and applied.
SoFi's website uses tracking technologies including cookies and pixels that may share device identifiers and browsing activity with advertising partners. The OneTrust consent platform is used to manage these preferences, and the policy states that Global Privacy Control browser signals are recognized.
ConductAtlas has identified this type of provision across 295 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by SoFi.