Rising interest rates and market volatility, while feared on the Street, create an opportunity for online lending platform SoFi to gain new customers, according to CEO Anthony Noto. "When the markets pull back, people evaluate: 'Where am I putting my money from an investment standpoint?'" Noto said on CNBC's "Closing Bell" on Tuesday.

SoFi, short for "Social Finance," targets millennials with an array of banking products, including loans, refinancing and wealth management. The company launched in 2011 and has a $4.4 billion valuation. Formerly the chief operating officer of Twitter, Noto stepped in to his role at SoFi after co-founder and CEO Mike Cagney was forced out last year amid sexual harassment allegations. More from CNBC Disruptor 50: Cloud software company Qualtrics plans to follow rival SurveyMonkey to the public markets These are the tech start-ups worth billions that are expected to go public next year Microsoft is investing in ride-hailing firm Grab "Financial independence" is the goal for SoFi's customers, Noto said. "We don't want any of that experience to be disrupted because of volatility in the marketplace." While rising rates have slowed down SoFi's mortgage refinancing business, there is still "heavy demand" for student loan refinancing, said Noto. The company is also noticing a trend of customers consolidating their debts into personal loans.