SoFi’s “The Cost of Admission 2025” finds a college degree remains a top ambition, after buying a home and tied with parenthood, even as student debt continues to delay major life milestones for the majority of Americans
SoFi Technologies, Inc. (NASDAQ: SOFI) unveiled “The Cost of Admission 2025” report, a national survey of 3,500 students, graduates, and parents examining how Americans are navigating the cost, value, and shifting perceptions of higher education. Amid changing economic conditions and new federal student loan policies, the report offers a cultural snapshot of how families are paying for college and evaluating its return on investment. As a leader in student lending, SoFi pairs these insights with expert advice and practical solutions—reinforcing its commitment to education as a key step on the path to financial independence.
The study found that the biggest challenge Americans face in financing education is understanding the true cost, with 95.5% of students and parents reporting at least one pain point, especially around navigating FAFSA®, scholarships, and grants. Inflation, rising prices, and volatile markets have caused 97% of respondents to rethink or adjust major financial decisions, including whether or how to attend college, while 88% say student debt has forced them to delay important life plans. Reflecting a focus on financial pragmatism, 63% of students prioritize affordability over a college’s reputation when making their choice.
“At SoFi, understanding our members and their ambitions is the foundation for building products that help people get their money right,” said Brian Walsh, PhD, CFP®, and Head of Financial Advice and Planning at SoFi. “When it comes to college, everyone deserves a path that fits their goals and their financial reality. That’s why we’re listening closely so we can deliver the right tools, guidance, and resources from school to career and beyond.”
The report features insights from leading financial experts across SoFi, Wall Street, and higher education, including Brian Walsh, SoFi’s Head of Financial Planning and Advice; Vivian Tu, host of SoFi’s Richer Lives, New York Times best-selling author and founder of Your Rich BFF; Beth Armstrong from Virginia Tech; and entrepreneur and creator Vin Matano. Alongside these expert perspectives, the study also shares stories from members who have successfully paid down or paid off their student loans using SoFi’s student lending products, financial advisors, and educational resources.
“When you truly understand your financial picture and strategically take advantage of tools like loans, you empower yourself to make decisions from a place of abundance—not fear,” said Tu, host of SoFi’s Richer Lives and Founder & CEO of Your Rich BFF. “It’s not just about affording college—it’s about having the confidence to invest in yourself, make informed choices, and build the future you want. Far too often, people feel boxed in by what they think they can’t afford. With the right resources, like those SoFi provides, you can shift that mindset and take control of your financial journey.”
“Today’s students come from a wide range of family structures—legal guardianships, shared custody, blended households—which makes navigating financial aid more complex than ever,” said Armstrong, Associate Vice Provost of Enrollment Management and Director of University Scholarships and Financial Aid at Virginia Tech. “The SoFi report brings these shifting realities to light and challenges us to rethink how we support students. We also need to spotlight more success stories—because across all types of institutions, students are managing debt, building careers, and proving that a degree can still be a smart investment.”
As the first company to introduce refinancing for federal and private student loans in 2012, SoFi builds financial solutions that help people achieve their ambitions. The company recently launched SmartStart, a program that allows members to refinance student loans and pay only interest for the first nine months, and SoFi’s Student Loan Debt Guide, a comprehensive resource designed to help borrowers confidently manage federal loan changes and repayment options. With over 10.9 million members, SoFi has refinanced over $46 billion in student loans since May, 2025.
To read the full report, visit https://www.sofi.com/student-debt-guide/, and to explore SoFi’s complete student lending options and other tools to help you get your money right, visit https://www.sofi.com.
Methodology
This study was conducted by the independent research firm Culture Co-op from April 27 to May 8, 2025, and is based on a nationally representative online survey of 3,500 people, including high school, college, and graduate school students, graduates with and without debt, and parents of Gen Z students. All student and graduate respondents had either taken out student loans or used some form of educational financing to fund a portion of their education. The sample was balanced across key demographics and analyzed across 50 data dimensions. Insights were further enriched through expert interviews and written reflections from SoFi members.
Vivian Tu is a promoter who receives compensation for their promotion across social media, email, and other channels.
Discover the latest trends and insights—explore the Business Insights Journal for up-to-date strategies and industry breakthroughs!
