SoFi Wants Couples to Make a Financial Plan for Happily Ever After

Relationship therapist Esther Perel and Love Is Blind stars will have tough conversations about money

SoFi will stream the event live on Twitter. - Credit by SoFi
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Money can be a major source of stress in relationships, and the Covid-19 pandemic has undoubtedly heightened finance concerns for quarantined couples. SoFi wants to alleviate these concerns and help couples have financial talks through a live digital event.

The online personal finance company will hold a session called Financially Ever After on Twitter Live today, featuring Esther Perel, relationship therapist and host of the podcast Where Should We Begin?, and Lauren Speed-Hamilton and Cameron Hamilton, stars of Netflix reality series Love Is Blind.

SoFi will stream the event at 7 p.m. ET/4 p.m. PT; viewers are encouraged to join the conversation on Twitter and Instagram by following the hashtag #LetsTalkMoney.


SoFi CMO Lauren Stafford Webb said with the event, the brand hopes to push couples to have uncomfortable but necessary conversations about money. Webb noted a SoFi survey found 54% of couples reported that money was the biggest source of stress in their relationship, even before the Covid-19 crisis.

“Our hope is that, after attending this event, our members will feel inspired to have ‘the talk’,” Webb said in a statement. “When couples are ready, our full suite of financial products and tools awaits them in the SoFi app—including unlimited access to our certified financial planners. We can immediately help couples put ‘the talk’ into action and start on the path to financial independence, together.”

The company partnered with Cash Studios to produce the event, which will stream prerecorded footage of Perel conducting two workshops with SoFi member couples. The workshops are designed to explore the role money plays in their relationships and offer tips and advice for all couples.


Lauren and Cameron will discuss how their relationship has evolved offscreen nearly a year after they filmed their wedding for Netflix, and touch on how money is an important foundation of their relationship. The event will also include a mixology lesson for a signature event cocktail.

“When we avoid talking about taboo topics like sex, death and money, it goes underground. And from there it can really impact the relationship,” Perel said in a statement. “Although we often think that we are fighting about money, what we are really fighting about are the underlying themes of respect, affection, power, or even a combination of the three. By creating a safe space to have these conversations, I hope we can help couples learn to communicate in a way that gets to the root of their concerns.”

While SoFi members typically have access to live events across the U.S., Webb said the Covid-19 pandemic has forced the brand to pivot to virtual events focused on financial education and wellness. She added that SoFi will continue to host digital events until it’s once again safe to hold in-person gatherings.


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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.