I present a model of electroweak breaking in a warped extra dimension, where the IR brane is replaced by a curvature singularity, a.k.a. a soft wall. Electroweak symmetry breaking is triggered from the UV brane in a (technically) natural way, and electroweak precision tests greatly improve w.r.t. standard RS setups, thereby allowing the compactification scale to be low and well in the reach of the LHC. I will comment on the holographic interpretation of our model.