SoFi Plays It Safe With Super Bowl Ad – And Kind of Wants to Be Your Bank

“Here’s to conquering more together in 2017,” SoFi’s Super Bowl ad asserts. The company wants to help you own a home, start a family and see the world. They essentially want to be your bank for life, and now that their acquisition of Zenbanx allows them to offer checking accounts, they pretty much can be. It was no surprise then that their infamous tagline “Don’t Bank” was nowhere to be found in their Super Bowl ad. Watch below:

The ad they ran last year received criticism for labeling people as either great or not great. Maybe it wasn’t the best approach, but it was a very SoFi thing to do at the time.

This year, the only thing missing from their feel-good we-want-to-be-with-you-through-all-your-life-milestones ad is a voice coming on at the end to say “There are some things money can’t buy, for everything else, there’s MasterCard.”

Perhaps SoFi will consider changing their slogan from Don’t Bank to Bank With Us. It’s only a matter of time.

Sean Murray is the President and Chief Editor of deBanked and the founder of the Broker Fair Conference. Connect with me on LinkedIn or follow me on twitter. You can view all future deBanked events here.