SoFi CEO Won’t Stop Buying His Own Stock

SoFi Technologies, Inc. (NASDAQ:SOFI) CEO Anthony Noto has been on a buying spree — and he’s not done yet.

• SOFI stock is moving. See the chart and price action here. 

Insider Buys

Noto picked up another 13,888 shares on June 16 at a weighted average price of $18.06, according to a Form 4 filed with the SEC. 

The purchase adds roughly $250,800 to a 2026 insider buying total that now sits at approximately $2.25 million across five separate transactions — all open-market purchases, no awards.

The pattern is hard to ignore. Noto’s first buy of the year came on March 2, when he acquired 56,000 shares at a weighted average of $17.88, spending just over $1 million in a single trade. 

Two weeks later on March 17, he was back, adding 28,900 shares at $17.32 for another $500,500. 

Then in May, he made two more purchases in quick succession — 15,878 shares on May 8 at $15.73, and 15,545 shares on May 11 at $16.00. The May buys coincided with the stock near its 2026 lows.

In total, Noto has purchased 130,211 shares in 2026 at a blended average price of about $17.29. He now holds approximately 11.96 million SOFI shares directly.

The Big Picture

SoFi stock closed Tuesday at $17.71 — down roughly 46% from its 52-week high of $32.73, according to Benzinga Pro. Noto is buying into sustained weakness, not chasing momentum.

Insider buying is widely watched as a potential signal of management confidence, but it’s rarely a direct read on near-term price action. 

What stands out here isn’t any single purchase — it’s the cadence. Five tranches over three and a half months, spread across different price points, suggests a deliberate and ongoing accumulation strategy rather than a one-time vote of confidence.

Noto has been CEO since 2018 and holds a significant personal stake in the company’s outcome. His buying activity doesn’t guarantee a stock recovery, but five purchases in a year — totaling more than $2.2 million of his own money — is a data point worth tracking.

SOFI Stock Price Activity: SoFi stock was up 1.58% at $17.98 during premarket trading Wednesday, according to Benzinga Pro.

Over the past month, SOFI has gained about 16.2% versus a 1.4% rise in the S&P 500 and is down roughly 33% year-to-date compared to the index’s 9.4% gain.

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