Upbound Group

UPBD · NASDAQ

$16.32+$0.34 (+2.13%)TodayMarket closed · Oct 20, 7:33 PM ET

Prev close $15.98

UPBD analyst rating

BuyConsensus of 3 analysts over the last 12 months. 67% rate it a buy.

Strong buy0
Buy2
Hold1
Underperform0
Sell0

12-month price target · 8 analysts

Average $28.82 (+76.6% upside)

Low: $20.20
Now: $16.32
High: $43.05

Upgrades and downgrades

The latest rating actions, newest first

UPBD analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
TD Cowen	Oct 6, 2026	Maintains	Buy	$28.00 → $27.00	51%
TD Cowen	Jul 31, 2026	Maintains	Buy	$29.00 → $28.00	17%
BTIG	Jul 31, 2026	Downgrade	Buy → Neutral	—	49%
TD Cowen	Jul 7, 2026	Maintains	Buy	$28.00 → $29.00	17%
TD Cowen	Jan 8, 2026	Maintains	Buy	$31.00 → $30.00	17%
TD Cowen	Oct 31, 2025	Maintains	Buy	$36.00 → $31.00	17%
BTIG	Oct 31, 2025	Maintains	Buy	$40.00 → $28.00	49%

The case for and against

Updated Feb 9, 2026

Bull case

Upbound Group Inc. demonstrated a robust performance in its third quarter of 2025, with a notable 11% year-over-year increase in Gross Merchandise Volume (GMV), indicating the company's effective balance between growth and risk management through tightened underwriting. The Acima segment, which predominantly drives Upbound's revenue, is experiencing faster-than-expected growth from acquiring new accounts, further enhancing the company’s outlook. Additionally, there is an expectation of improved earnings quality as Brigit scales via higher member subscriptions, reinforcing the belief that Upbound can effectively capture market share and enhance risk-adjusted margins from prime lenders.

Bear case

Upbound Group Inc has faced significant challenges, as evidenced by its 4Q25 guidance that fell short of consensus EBITDA by 11% and EPS by 14%, leading to a downward adjustment of 2026 EPS forecasts by 13% and 2027 by 10%. The company's financial stability is further threatened by potential increases in losses from its Acima segment, which could rise to 16.5%, sparking market concerns over subprime consumer credit deterioration that might undermine earnings and erode book value. Consequently, Upbound's stock is currently trading at low multiples of projected EPS, specifically at 4.1x for 2026 and 3.0x for 2027, indicating investor apprehension regarding the company's future performance.

Information on this page is provided for informational purposes only and is not a recommendation to buy, sell or hold any security. Investing involves risk, including possible loss of principal. Market data is delayed at least 15 minutes and is provided without warranty. Analyst ratings, price targets and company data come from third-party sources. Past performance does not guarantee future results.