Priority Technology Holdings (PRTH) Fair Value & Analysis
Technology · US · Market cap $590M
Priority Technology Holdings
PRTH · US
Fair value as of: Jul 27, 2026
From 8 valuation models · updated 14 days ago
Share price −20.4% over the past month.
Below-average quality, screening 63% undervalued on our models.
What matters now
- The large discount to fair value meets weak quality (41/100). That raises the risk this is a value trap rather than a bargain.
- The price is below even our cautious bear case ($6.59). The market is more pessimistic than our downside scenario.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Jul 27, 2026.
How to read this chart
60‑month range $2.91 – $12.29 · fair‑value band $6.59 – $10.99 · the $5.39 price screens below the $8.79 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Jul 27, 2026.
Analysis
Priority Technology Holdings (PRTH) currently trades at $5.39, while our model-based Fair Value estimate is $8.79, implying the stock looks roughly 63.1% undervalued today. The Quality Score stands at 41/100 (below-average quality), in the Technology sector. Bull case: trading below our estimate, it may offer upside if the fundamentals hold. Bear case: a low price can be a value trap when quality is weak or the data is thin (evidence: high), always confirm before acting.
Over the trailing twelve months, Priority Technology Holdings generated revenue of $978M at a net margin of 5.9%. Revenue grew 11.1% year over year. It earns a return on equity of 56.4%. Net debt stands at $969M. Fundamentals as of Jul 27, 2026
Our scenario range runs from $6.59 (bear case) to $10.99 (bull case); at $5.39, the current price sits below that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades about 39% below its 52-week high and 21% above its 52-week low, currently below its 200-day average. For context, the median of 10 Technology peers we cover trades at -50% fair-value upside, at 63%, PRTH screens cheaper than that median.
Fair Value models
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small.
All 8 models by family
Widest divergence: Earnings-Based ($9.30) versus DCF Models ($1.51). Highest evidence: Growth DCF (80).
Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Jul 27, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 38 · Market factors (momentum, volatility) 24
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
About the company
Priority Technology Holdings, Inc. operates as a payment technology company in the United States. The company operates through three segments: Merchant Solutions, Payables, and Treasury Solutions.
Full company description
Priority Technology Holdings, Inc. operates as a payment technology company in the United States. The company operates through three segments: Merchant Solutions, Payables, and Treasury Solutions. The company offers merchant solutions, such as full-service acquiring and payment-enabled solutions for B2C transactions, leveraging proprietary software platform, distributed through independent sales organizations, direct sales, and vertically focused independent software vendors channels. It also offers MX product suite, which includes MX Connect and MX Merchant products, which provides flexible and customizable set of business applications that helps to manage critical business work functions and revenue performance using core payment processing. In addition, the company offers CPX, a platform that offers accounts payable automation solutions, including virtual card, purchase card, ACH +, dynamic discounting, or check. Further, it provides accounts payable automation solutions to corporations, software partners and financial institutions, including Citibank, Visa, and Mastercard. Additionally, the company offers embedded finance and BaaS solutions to customers to modernize legacy platforms and accelerate software partners' strategies to monetize payments. It serves SMB and enterprises, as well as distribution partners, including retail and wholesale independent sales organizations, financial institutions, and independent software vendors and value-added resellers. The company was formerly known as Priority Holdings, LLC and changed its name to Priority Technology Holdings, Inc. in July 2018. Priority Technology Holdings, Inc. was founded in 2005 and is headquartered in Alpharetta, Georgia.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Priority Technology Holdings reported revenue of $953M in FY2025 versus $515M in FY2021, a compound +16.6%/yr. Reported net income was $55.7M in FY2025, compounding +151.6%/yr from FY2021.
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Peer Group
Software - Infrastructure · 368 stocks
How this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.
Valuation Multiples vs Software - Infrastructure median · lower = cheaper
Snowflake
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
ESG scores are not available for this stock yet. Values and ESG data are contextual and can differ between providers.
Similar stocks
10 more Software - Infrastructure stocks, each showing price versus our Fair Value estimate (as of Jul 27, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| Microsoft Corporation MSFT | $384.00 | $274.17 | -29% |
| Oracle Corporation ORAC | C$9.08 | C$2.94 | -68% |
| Fortinet, Inc FTNT | $160.78 | $44.96 | -72% |
| Synopsys, Inc 1SNPS | €354.50 | €93.61 | -74% |
| Block, Inc XYZ | A$114.53 | A$70.69 | -38% |
| CoreWeave, Inc CRWV | $79.94 | $44.89 | -44% |
| Range Intelligent Computing Technology Group 300442 | ¥71.60 | ¥34.00 | -53% |
| Oracle Financial Services Software Limited OFSS | ₹11,651 | ₹5,821 | -50% |
| 360 Security Technology Inc 601360 | ¥9.64 | ¥5.05 | -48% |
| One97 Communications Limited PAYTM | ₹1,342 | ₹181.50 | -86% |
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Frequently asked questions
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How we calculate Fair Value
Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data, nothing guessed.
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