However, if you look at SoFi's underlying business, it continues to grow quickly and is finally turning a profit. Does that make the stock a comeback candidate for the rest of 2024? It could easily bring down interest rates and marketing spend to generate a high level of net income in 2024. However, the company believes -- and has shown for years -- that there is a huge runway to grow deposits as a modern online bank in the U.S. It still makes up just a fraction of the consumer banking market with $20 billi ...