** Shares of fintech firm SoFi Technologies SOFI.O rise 4% to $22.96 premarket after J.P. Morgan upgrades stock to "overweight" from "neutral"

** Brokerage attributes upgrade to co's "undeniable execution" and "more tenable valuation"

** SOFI on Friday reported Q4 adj. EPS of 13 cents vs. analysts' estimates of 12 cents - data compiled by LSEG

** As of last close, shares are down 9.4% after results, which is an attractive entry point - JPM

** Brokerage says co keeps adding customers and deposits at record pace while other fintechs are losing deposits or stagnating

** "We think the company will ultimately be a winner in the neo/digital bank space and could eventually become the 'American Express' of fintech," says JPM

** Brokerage now expects co's FY26 adj. EBITDA at $1.58 billion vs. $1.43 billion earlier

** 8 of 23 brokerages rate the stock "buy" or higher, 11 "hold" and four "sell" or lower; median PT is $27

** SOFI gained 70% in 2025; as of last close, stock down 15.7% YTD

(Reporting by Utkarsh Tushar Hathi)

((utkarshtushar.hathi@thomsonreuters.com))