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Shares of$SoFi Technologies Inc.(SOFI)$ jumped out of the gate Monday, surging as much as 14.2%. As of 3:22 p.m. EDT, the stock was up 13.1%.

The catalyst driving the digital financial services provider higherwas bullish commentary issued by a Wall Street analyst who began covering thestock. And in October 11, Morgan Stanley rated with an outperform rating and a new $25.00price target.

Source: https://www.benzinga.com/stock/sofi/ratings

​WHO IS SOFI?

As a "one-stop shop" for virtual banking, SoFi has gained popularity among young retail customers in recent years. It offers a wide range of financial services, including lending, cash management and investment solutions. The company is also courting institutional customers through its "technology platform" division, including payment solution platform Galileo.

​Why can Sofi get such numerous attention?

SoFi is increasingly implementing a "flywheel" effect in its operations through its "Financial Services Productivity Cycle" (FSPL) business model. FSPL's business model is to increase the lifetime value of members through its diversified service offerings and to increase engagement accordingly, thus generating sufficient funds to be reinvested to further expand service offerings and reduce costs through the scale passed on to clients to attract more engagement. Create a "self-reinforcing virtuous cycle" that promotes the company's continued growth.

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​“Research confirms that people are stuck when it comes to their finances, as 7 in 10 people postpone major financial decisions. Our 'Move Your Money to SoFi' campaign is a call to action to jolt people out of financial complacency and celebrate what it's like to get your money right with SoFi. We're empowering our members to take control of their finances with confidence,” says Lauren Stafford Webb, SoFi’s Chief Marketing Officer.

“We are building lifetime relationships with our members and strive to meet them wherever they're at — whether that’s paying off debt, investing for the future, buying a home or starting a family — we’re there to support their ambitions on the journey to reaching financial independence."

What do you think of Sofi?

Will it attract you to invest?