SoFi is all over the airwaves with its lending program. It wants to refinance student debt, get employers to help pay it down, and get younger workers closer to the day when they can better focus on saving for retirement.

It's yet another entrant in the student loan fray. SoFi is not only in the business of lending — including refinancing student loan debt — and wealth management, but it has joined its client companies in offering student loan assistance as a benefit to its own employees.

As assistance in repaying student loans grows in popularity as an employee benefit, firms are beginning to sign on to various options that allow them to be part of the process. Sometimes that's by way of helping employees to do a better job at saving for retirement; sometimes it's a recruiting tool that can help them out from under an otherwise crushing debt load that can stall everything else in life from marriage to home purchases.

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