Three top executives of Social Finance Inc. are leaving the financial-tech startup in the coming weeks, adding to the challenges the company faces as it moves through a tough environment for online lenders.

Marketing chief Joanne Bradford, head of risk Kevin Moss and Ashish Jain, the lender’s top capital markets executive, recently told Chief Executive Anthony Noto about their plans to step down from their roles. All three had been at the company prior to Mr. Noto taking the reins in early 2018.

Ms. Bradford, a former Pinterest Inc. and Yahoo Inc. executive, oversaw SoFi’s advertising efforts, which included Super Bowl commercials in 2016 and 2017. Mr. Moss, formerly a risk executive at Wells Fargo & Co., was responsible for setting the company’s lending standards, while Mr. Jain served as the face of SoFi to banks that packaged its loans into securities as well as the community of money managers that purchased them.

A SoFi spokesman said the company has hired 12 new executives in the past year and continues to draw “industry-best talent to SoFi.”

Ms. Bradford, who is considering her next move, is being succeeded by former Intuit Inc. executive Lauren Stafford Webb and former Zynga Inc. executive Jennifer Nuckles. Successors to Mr. Jain, who is joining short-term business lender C2FO, and Mr. Moss, who is retiring, have yet to be named.