Sifting through countless of stocks in the Consumer Finance industry can be tedious, and sometimes two stocks are just too similar to judge which is the better investment. If you’re on the fence about investing in SoFi Technologies, Inc. or Ally Financial Inc. because you’re not sure how they measure up, it’s important to compare them on a few factors before making your decision.

Read on to learn how SoFi Technologies, Inc. and Ally Financial Inc. compare based on key financial metrics to determine which better meets your investment needs.

About SoFi Technologies, Inc. and Ally Financial Inc.

SoFi Technologies, Inc. provides various financial services in the United States, Latin America, Canada, and Hong Kong. The company operates through three segments: Lending, Technology Platform, and Financial Services. It offers lending and financial services and products that allows its members to borrow, save, spend, invest, and protect money; and personal loans, student loans, home loans, and related services. The company also operates Galileo, a technology platform that offers services to financial and non-financial institution; and Technisys, a cloud-native digital and core banking platform that provides software licenses and associated services, including implementation and maintenance. In addition, it provides SoFi Money offers checking and savings accounts, and cash management products; SoFi Invest, a mobile-first investment platform that offers access to trading and advisory solutions, such as investing and robo-advisory; and SoFI Crypto, a new digital asset trading platform. Further, the company offers SoFi Credit Card that provides cash back rewards on every purchase; Sofi Relay, a personal finance management product that allows to track all of their financial accounts comprising credit score and spending behaviors; SoFi Protect which offers insurance product; SoFi Travel, an application that manages travel search and booking experience; SoFi At Work provides financial benefits to employees, including student loan payments made on their employees’ behalf; Lantern Credit, a financial services marketplace platform for seeking alternative products and provide product comparisons; and other lending as a service that offers pre-qualified borrower referrals and offers loans to third-party partner. The company was founded in 2011 and is based in San Francisco, California.

Ally Financial Inc., a digital financial-services company, provides various digital financial products and services in the United States and Canada. The company operates through Automotive Finance operations, Insurance operations, and Corporate Finance operations. It offers automotive financing services, including providing retail installment sales contracts, loans and operating leases, term loans to dealers, financing dealer floorplans and other lines of credit to dealers, warehouse lines to automotive retailers, and fleet financing; and financing services to companies and municipalities for the purchase or lease of vehicles, and vehicle-remarketing services. The company also provides consumer finance protection and insurance products through the automotive dealer channel, and commercial insurance products directly to dealers; VSCs, VMCs, and GAP products; and underwrite select commercial insurance coverages, which primarily insure dealers’ vehicle inventory. In addition, it provides senior secured asset-based and leveraged cash flow loans to middle-market companies; leveraged loans; commercial real estate product to serve companies in the nursing facilities, senior housing, and medical office buildings; and treasury activities, such as management of the cash and corporate investment securities and loan portfolios, short- and long-term debt, retail and brokered deposit liabilities, derivative instruments, original issue discount, and equity investments. Further, the company offers deposits and securities brokerage and investment advisory services. The company was formerly known as GMAC Inc. and changed its name to Ally Financial Inc. in May 2010. Ally Financial Inc. was founded in 1919 and is based in Detroit, Michigan.

Latest Consumer Finance and SoFi Technologies, Inc., Ally Financial Inc. Stock News

As of March 31, 2026, SoFi Technologies, Inc. had a $20.3 billion market capitalization, compared to the Consumer Finance median of $923.9 million. SoFi Technologies, Inc.’s stock is NA in 2026, NA in the previous five trading days and up 34.01% in the past year.

Currently, SoFi Technologies, Inc.’s price-earnings ratio is 41.1. SoFi Technologies, Inc.’s trailing 12-month revenue is $3.6 billion with a 13.4% net profit margin. Year-over-year quarterly sales growth most recently was 40.2%. Analysts expect adjusted earnings to reach $0.601 per share for the current fiscal year. SoFi Technologies, Inc. does not currently pay a dividend.

Currently, Ally Financial Inc.’s price-earnings ratio is 16.6. Ally Financial Inc.’s trailing 12-month revenue is $7.4 billion with a 11.6% net profit margin. As of March 31, 2026, Ally Financial Inc. has not reported significant year-over-year quarterly sales. Analysts expect adjusted earnings to reach $5.236 per share for the current fiscal year. Ally Financial Inc. currently has a 3.1% dividend yield.

How We Compare SoFi Technologies, Inc. and Ally Financial Inc. Stock Grades

Stock evaluation requires access to huge amounts of data and the knowledge and time to sift through it all, make sense of financial ratios, read income statements and analyze recent stock movements. AAII created A+ Investor, a robust data suite that condenses data research in an actionable and customizable way suitable for investors of all knowledge levels, to help investors streamline and work through such data.

AAII’s proprietary stock grades come with A+ Investor. These offer intuitive A‐F grades for each of five key investing factors: value, growth, momentum, earnings estimate revisions and quality. Here, we’ll take a closer look at SoFi Technologies, Inc. and Ally Financial Inc.’s stock grades to see how they measure up against one another.

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SoFi Technologies, Inc. and Ally Financial Inc. Stock Value Grades

Company	Ticker	Value
SoFi Technologies, Inc.	SOFI	F
Ally Financial Inc.	ALLY	A

Successful stock investing involves buying low and selling high, so stock valuation is an important consideration for stock selection.

Buying stocks that are going to go up typically means buying stocks that are undervalued in the first place, although momentum investors may argue that point.

AAII’s A+ Investor Value Grade derives from a stock’s value score. The Value Score is the percentile rank of the average of the percentile ranks of the price-to-sales ratio, price-earnings ratio, enterprise-value-to-EBITDA (EV/EBITDA) ratio, shareholder yield, price-to-book-value ratio and price-to-free-cash-flow ratio. The score is variable, meaning it can consider all six ratios or, should any of the six ratios not be valid, the remaining ratios that are valid. To be assigned a Value Score, stocks must have a valid (non-null) ratio and corresponding ranking for at least two of the six valuation ratios.

Stocks with a Value Score from 81 to 100 are considered deep value, those with a score between 61 and 80 are a good value and so on.

SoFi Technologies, Inc. has a Value Score of 14, which is Ultra Expensive. Ally Financial Inc. has a Value Score of 84, which is Deep Value.

The Value Stock Winner: Ally Financial Inc.

As you can clearly see from the Value Grade breakdown above, Ally Financial Inc. is considered to have better value than SoFi Technologies, Inc.. For investors who focus solely on a company’s valuation, Ally Financial Inc. could be a good stock to add to their portfolio. However, it’s important for investors to analyze multiple factors based on a wide range of metrics before deciding whether to buy.

SoFi Technologies, Inc. and Ally Financial Inc. Growth Grades

Company	Ticker	Growth
SoFi Technologies, Inc.	SOFI	D
Ally Financial Inc.	ALLY	C

The foundation of growth investing is seeking out stocks of companies exhibiting strong, consistent and prolonged growth that is expected to continue into the future.

In order to compute the growth score and assign it a letter grade, the percentile ranks for each of three components‐consistency of annual sales growth, five-year sales growth rankings adjusted for extreme levels, and consistency of positive annual cash from operations‐must be determined. These three rank figures are added together, and the sum is ranked against the entire stock universe to arrive at a company’s Growth Score to create an equal distribution of grades.

The companies in the bottom 20% of the stock universe receive Growth Grades of F, considered to be very weak, while those in the top 20% receive A grades, which are considered very strong.

SoFi Technologies, Inc. has a Growth Score of 28, which is Weak. Ally Financial Inc. has a Growth Score of 44, which is Average.

The Growth Stock Winner: No Clear Winner

Neither SoFi Technologies, Inc. or Ally Financial Inc. has a high enough Growth Grade to be considered a “winner.” Investors who are considering these companies should do additional due diligence and research to see if either could be a good addition to their portfolios. It’s important to look at a wide range of financial metrics in order to determine if SoFi Technologies, Inc. or Ally Financial Inc. is the better investment when it comes to sustainable growth.

SoFi Technologies, Inc. and Ally Financial Inc.’s Momentum Grades

Company	Ticker	Momentum
SoFi Technologies, Inc.	SOFI	C
Ally Financial Inc.	ALLY	D

Momentum grades help to uncover stocks experiencing anomalously high rates of return; research finds that stocks with high relative levels of momentum tend to outperform, whereas those with low levels of momentum tend to continue underperforming. Momentum is based on the price change of a stock over a specified period relative to all other stocks.

Typically, AAII looks at the weighted relative strength over the trailing four quarters. The weighted four-quarter relative strength rank is the relative price change for each of the past four quarters. The most recent quarterly price change is given a weight of 40% and each of the three previous quarters are given a weighting of 20%.

SoFi Technologies, Inc. has a Momentum Score of 48, which is Average. Ally Financial Inc. has a Momentum Score of 38, which is Weak.

The Momentum Stock Winner: No Clear Winner

Neither SoFi Technologies, Inc. or Ally Financial Inc. has a strong enough Momentum Grade to be considered a “winner.” Investors considering these companies should do additional due diligence and research to see if either could be a good addition to their portfolios. It’s important to look at a wide range of financial metrics in order to determine if SoFi Technologies, Inc. or Ally Financial Inc. is the better investment when it comes to momentum.

Other SoFi Technologies, Inc. and Ally Financial Inc. Grades

In addition to Growth, Value and Momentum, A+ Investor also provides grades for Estimate Revisions and Quality.

Earnings estimate revisions scores take into account the magnitude of a company’s earnings surprise in its last two reported fiscal quarters. Often, surprises beget further surprises‐or at least continued sales growth (the exact opposite is generally true, too).

AAII’s A+ Investor Quality Grade comes from the ranking of key metrics. Specifically, the quality grade is the percentile rank of the composite of return on assets (ROA), return on invested capital (ROIC), gross profit relative to assets, buyback yield, change in total liabilities to assets, accruals, Z double prime bankruptcy risk (Z) score and F-Score.

These 2 key factors, when combined with the above, provide a holistic view into a particular stock. Further, by joining A+ Investor you can see whether SoFi Technologies, Inc. and Ally Financial Inc. pass any of our 60+ stock screens that have outperformed the market since their creation.

So, Which Is the Better Investment, SoFi Technologies, Inc. or Ally Financial Inc. Stock?

Overall, SoFi Technologies, Inc. stock has a Value Score of 14, Growth Score of 28 and Momentum Score of 48.

Ally Financial Inc. stock has a Value Score of 84, Growth Score of 44 and Momentum Score of 38.

Comparing SoFi Technologies, Inc. and Ally Financial Inc.’s grades, scores and metrics can act as a solid basis to determine whether they may be a good investment or not. You’ll also want to look at your portfolio’s asset allocation as well as your risk tolerance and financial goals to see if either of these stocks would make a good fit for you. AAII can help you figure out which investments align with your individual needs and preferences.

Investors are encouraged to do their own due diligence and research. In this way, individuals can effectively become managers of their own assets‐without having to rely on others for financial independence. You can count on AAII for timeless articles on financial planning and stock-picking, unbiased research and actionable analysis.

A+ Investor adds to our qualitative teaching with a powerful data suite to help you whittle down investment choices to find stocks, exchange-traded funds (ETFs) or mutual funds that meet your needs.

AAII Disclaimer

We make no representations or warranties that any investor will, or is likely to, achieve profits similar to those shown, because past, hypothetical or simulated performance is not necessarily indicative of future results. Before making an investment decision, you should consider your circumstances and whether the information on our content is applicable to your situation. This information was prepared in good faith, and we accept no liability for any errors or omissions. The full disclaimer can be read here.