New Ratings for Affirm and SoFi Signal Growth Potential in Consumer Financing

January 15, 2025 - 21:02

William Blair has initiated coverage of Affirm and SoFi, assigning them out-perform ratings as both companies are viewed as potential share gainers in the competitive consumer financing market. This optimistic outlook comes amid a broader trend of digital finance solutions gaining traction among consumers seeking flexible payment options.

Affirm, known for its buy-now-pay-later services, has been expanding its partnerships with various retailers, making it a popular choice for consumers looking for manageable payment plans. Meanwhile, SoFi has diversified its offerings, encompassing personal loans, investment services, and banking products, positioning itself as a comprehensive financial platform.

Analysts believe that both companies are well-positioned to capitalize on the growing demand for digital financing solutions, especially as more consumers turn to online platforms for their financial needs. The initiation of out-perform ratings reflects confidence in their ability to capture market share and drive future growth in an evolving financial landscape.