Principal Product Manager, Crypto

The role

We’re looking for a crypto-native, strategic, and member-focused Principal Product Manager to lead the next chapter of SoFi’s crypto journey. SoFi is building out a new team to develop crypto products and services for our 11M+ members. Recent developments made a path for SoFi to begin to re-enter the space and expand on our product offerings with intuitive, secure and fully featured products across crypto Investing, Transfers, Payments, Custody and beyond. With a growing member base of over 11 million, SoFi is forming a dedicated team to reimagine and expand our presence in the crypto space – building secure, intuitive, and full-featured products across investing, payments, transfers, custody, and more.

This is a rare opportunity to help define how SoFi re-enters and scales its crypto offering, blending speed and innovation with the trust, compliance, and accessibility that define SoFi. You’ll lead the vision for a product area and launch member-facing experiences that make digital assets a meaningful part of everyday finance.

What you’ll do:

• Own the end-to-end product lifecycle for a product area of SoFi’s crypto offering, driving it from 0 to 1 by defining the vision, validating the opportunity, and leading execution through launch.
• Lead cross-functional collaboration to uncover member needs, shape product strategy, and deliver intuitive, compliant, and scalable crypto experiences.
• Conduct market and competitive analysis to stay ahead of crypto trends, benchmark against key players, and uncover whitespace where SoFi can differentiate and lead.
• Define and measure product success by setting clear goals, owning product instrumentation, and using data-driven experimentation to iterate, improve, and scale impact.
• Manage go-to-market execution for new launches, working with marketing and member success teams to drive adoption, education, and growth across SoFi’s member base.
• Be the go-to expert on crypto at SoFi, keeping the team informed and grounded in the latest blockchain trends, risks, and opportunities.

What you'll need:

• 7+ years of product management experience, with at least 4+ years focused specifically on crypto or blockchain-based products.
• Strong grasp of financial markets, including the mechanics behind crypto trading, custody models, and blockchain infrastructure.
• Comfortable to operate in high ambiguity – you can navigate shifting priorities and undefined spaces with clarity and confidence.
• Bachelor’s degree or higher in a relevant field.
• A proactive, results-oriented approach to your work.
• Ability to thrive in a fast-paced, dynamic but regulated environment.
• Demonstrated ability to grasp complex user scenarios, technical concepts, and business drivers to make well-informed decisions.
• Keen attention to detail and proficiency in distilling complex issues.
• Exceptional written and verbal communication skills.
• Ability to collaborate with and manage cross-functional groups of stakeholders.

Nice to have:

• Hands-on usage of crypto products – from trading and transfers to interacting with dApps or DAOs.
• Deep interest in and understanding of Web3, decentralized finance (DeFi), and blockchain ecosystems – you stay curious and engaged with where the space is heading.
• Experience integrating with or building services using crypto infrastructure providers (e.g., Fireblocks, Zero Hash, Anchorage)