Affirm Holdings (NASDAQ:AFRM) saw its shares jump over 7% intra-day today after BTIG analysts upgraded the stock from Neutral to Buy, citing the company’s trajectory towards GAAP profitability and increasing dominance in point-of-sale financing. Analysts noted Affirm’s fiscal 2025 operating income margin is projected to reach 19%, closing in on American Express’s 20% margin, with potential for Affirm to exceed this target as expense growth is expected to remain moderate.
The analysts highlighted Affirm’s increasing market share in the point-of-sale finance sector, fueled by rising demand for buy-now-pay-later (BNPL) solutions amid macroeconomic pressures, such as rising credit losses at traditional card companies like American Express. Affirm’s growing gross merchandise volume (GMV), supported by stronger merchant partnerships and consumer interest, is projected to grow 30% year-over-year in fiscal 2025, setting it apart from traditional credit card issuers.
The report also emphasized how broader shifts in consumer finance benefit Affirm, as traditional credit providers scale back due to adverse credit conditions. Additionally, new regulatory measures, including the Consumer Financial Protection Bureau’s updated late-fee rules, could make credit cards less appealing, potentially driving more consumers and merchants toward BNPL options. Affirm’s robust GMV growth, expanding margins, and strong retail partnerships, including with Walmart, reinforce BTIG’s bullish outlook on the company’s prospects.