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Upstart (UPST) Competitors

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$30.47 -0.11 (-0.36%)
As of 08/26/2026 04:00 PM Eastern

UPST vs. AFRM, SOFI, FICO, LMND, and FCFS

Should you buy Upstart stock or one of its competitors? Upstart's main competitors and comparable companies include Affirm (AFRM), SoFi Technologies (SOFI), Fair Isaac (FICO), Lemonade (LMND), and FirstCash (FCFS). Companies are selected based on similarities in market, industry, and size.

How does Upstart compare to Affirm?

Affirm (NASDAQ:AFRM) and Upstart (NASDAQ:UPST) are both finance companies, but which is the superior business? We will compare the two businesses based on the strength of their earnings, analyst recommendations, risk, institutional ownership, media sentiment, valuation, dividends and profitability.

Affirm presently has a consensus price target of $93.62, suggesting a potential upside of 22.44%. Upstart has a consensus price target of $44.40, suggesting a potential upside of 45.72%. Given Upstart's higher possible upside, analysts clearly believe Upstart is more favorable than Affirm.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Affirm
0 Sell rating(s)
8 Hold rating(s)
20 Buy rating(s)
2 Strong Buy rating(s)
2.80
Upstart
1 Sell rating(s)
7 Hold rating(s)
8 Buy rating(s)
0 Strong Buy rating(s)
2.44

Affirm has a net margin of 9.63% compared to Upstart's net margin of 4.84%. Affirm's return on equity of 11.17% beat Upstart's return on equity.

Company Net Margins Return on Equity Return on Assets
Affirm9.63% 11.17% 3.14%
Upstart 4.84%7.13%1.82%

In the previous week, Upstart had 7 more articles in the media than Affirm. MarketBeat recorded 20 mentions for Upstart and 13 mentions for Affirm. Affirm's average media sentiment score of 0.75 beat Upstart's score of 0.57 indicating that Affirm is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Affirm
6 Very Positive mention(s)
0 Positive mention(s)
4 Neutral mention(s)
0 Negative mention(s)
1 Very Negative mention(s)
Positive
Upstart
11 Very Positive mention(s)
0 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Affirm has a beta of 3.71, meaning that its stock price is 271% more volatile than the broader market. Comparatively, Upstart has a beta of 2.29, meaning that its stock price is 129% more volatile than the broader market.

Upstart has lower revenue, but higher earnings than Affirm. Upstart is trading at a lower price-to-earnings ratio than Affirm, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Affirm$3.24B7.89$52.19M$1.1069.51
Upstart$1.04B2.84$53.60M$0.4962.18

69.3% of Affirm shares are held by institutional investors. Comparatively, 63.0% of Upstart shares are held by institutional investors. 11.0% of Affirm shares are held by insiders. Comparatively, 17.3% of Upstart shares are held by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock is poised for long-term growth.

Summary

Affirm beats Upstart on 13 of the 17 factors compared between the two stocks.

How does Upstart compare to SoFi Technologies?

SoFi Technologies (NASDAQ:SOFI) and Upstart (NASDAQ:UPST) are both finance companies, but which is the superior business? We will contrast the two companies based on the strength of their analyst recommendations, risk, profitability, earnings, institutional ownership, valuation, media sentiment and dividends.

SoFi Technologies has higher revenue and earnings than Upstart. SoFi Technologies is trading at a lower price-to-earnings ratio than Upstart, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
SoFi Technologies$3.61B6.73$481.32M$0.4839.25
Upstart$1.04B2.84$53.60M$0.4962.18

SoFi Technologies has a net margin of 14.78% compared to Upstart's net margin of 4.84%. Upstart's return on equity of 7.13% beat SoFi Technologies' return on equity.

Company Net Margins Return on Equity Return on Assets
SoFi Technologies14.78% 6.22% 1.22%
Upstart 4.84%7.13%1.82%

SoFi Technologies has a beta of 2.17, meaning that its stock price is 117% more volatile than the broader market. Comparatively, Upstart has a beta of 2.29, meaning that its stock price is 129% more volatile than the broader market.

In the previous week, SoFi Technologies had 24 more articles in the media than Upstart. MarketBeat recorded 44 mentions for SoFi Technologies and 20 mentions for Upstart. SoFi Technologies' average media sentiment score of 1.06 beat Upstart's score of 0.57 indicating that SoFi Technologies is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
SoFi Technologies
33 Very Positive mention(s)
1 Positive mention(s)
7 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Upstart
11 Very Positive mention(s)
0 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

SoFi Technologies currently has a consensus target price of $22.42, suggesting a potential upside of 18.98%. Upstart has a consensus target price of $44.40, suggesting a potential upside of 45.72%. Given Upstart's stronger consensus rating and higher probable upside, analysts clearly believe Upstart is more favorable than SoFi Technologies.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
SoFi Technologies
3 Sell rating(s)
10 Hold rating(s)
8 Buy rating(s)
0 Strong Buy rating(s)
2.24
Upstart
1 Sell rating(s)
7 Hold rating(s)
8 Buy rating(s)
0 Strong Buy rating(s)
2.44

38.4% of SoFi Technologies shares are owned by institutional investors. Comparatively, 63.0% of Upstart shares are owned by institutional investors. 2.5% of SoFi Technologies shares are owned by company insiders. Comparatively, 17.3% of Upstart shares are owned by company insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a company is poised for long-term growth.

Summary

Upstart beats SoFi Technologies on 9 of the 15 factors compared between the two stocks.

How does Upstart compare to Fair Isaac?

Fair Isaac (NYSE:FICO) and Upstart (NASDAQ:UPST) are related companies, but which is the better investment? We will compare the two companies based on the strength of their analyst recommendations, valuation, profitability, media sentiment, dividends, earnings, institutional ownership and risk.

Fair Isaac has a net margin of 34.05% compared to Upstart's net margin of 4.84%. Upstart's return on equity of 7.13% beat Fair Isaac's return on equity.

Company Net Margins Return on Equity Return on Assets
Fair Isaac34.05% -32.51% 40.61%
Upstart 4.84%7.13%1.82%

Fair Isaac has higher revenue and earnings than Upstart. Fair Isaac is trading at a lower price-to-earnings ratio than Upstart, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Fair Isaac$1.99B12.29$651.95M$34.6232.72
Upstart$1.04B2.84$53.60M$0.4962.18

Fair Isaac has a beta of 1.3, indicating that its stock price is 30% more volatile than the broader market. Comparatively, Upstart has a beta of 2.29, indicating that its stock price is 129% more volatile than the broader market.

Fair Isaac presently has a consensus price target of $1,553.69, suggesting a potential upside of 37.16%. Upstart has a consensus price target of $44.40, suggesting a potential upside of 45.72%. Given Upstart's higher probable upside, analysts plainly believe Upstart is more favorable than Fair Isaac.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Fair Isaac
0 Sell rating(s)
5 Hold rating(s)
11 Buy rating(s)
0 Strong Buy rating(s)
2.69
Upstart
1 Sell rating(s)
7 Hold rating(s)
8 Buy rating(s)
0 Strong Buy rating(s)
2.44

In the previous week, Fair Isaac had 6 more articles in the media than Upstart. MarketBeat recorded 26 mentions for Fair Isaac and 20 mentions for Upstart. Fair Isaac's average media sentiment score of 1.58 beat Upstart's score of 0.57 indicating that Fair Isaac is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Fair Isaac
22 Very Positive mention(s)
0 Positive mention(s)
4 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Very Positive
Upstart
11 Very Positive mention(s)
0 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

85.8% of Fair Isaac shares are owned by institutional investors. Comparatively, 63.0% of Upstart shares are owned by institutional investors. 3.0% of Fair Isaac shares are owned by insiders. Comparatively, 17.3% of Upstart shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a company is poised for long-term growth.

Summary

Fair Isaac beats Upstart on 11 of the 16 factors compared between the two stocks.

How does Upstart compare to Lemonade?

Upstart (NASDAQ:UPST) and Lemonade (NYSE:LMND) are both mid-cap finance companies, but which is the better business? We will compare the two businesses based on the strength of their analyst recommendations, profitability, valuation, institutional ownership, earnings, media sentiment, risk and dividends.

In the previous week, Upstart had 10 more articles in the media than Lemonade. MarketBeat recorded 20 mentions for Upstart and 10 mentions for Lemonade. Lemonade's average media sentiment score of 0.70 beat Upstart's score of 0.57 indicating that Lemonade is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Upstart
11 Very Positive mention(s)
0 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Lemonade
5 Very Positive mention(s)
1 Positive mention(s)
2 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

Upstart has a beta of 2.29, indicating that its share price is 129% more volatile than the broader market. Comparatively, Lemonade has a beta of 1.84, indicating that its share price is 84% more volatile than the broader market.

63.0% of Upstart shares are owned by institutional investors. Comparatively, 80.3% of Lemonade shares are owned by institutional investors. 17.3% of Upstart shares are owned by insiders. Comparatively, 12.2% of Lemonade shares are owned by insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a stock is poised for long-term growth.

Upstart currently has a consensus price target of $44.40, suggesting a potential upside of 45.72%. Lemonade has a consensus price target of $64.50, suggesting a potential upside of 20.04%. Given Upstart's stronger consensus rating and higher possible upside, research analysts clearly believe Upstart is more favorable than Lemonade.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Upstart
1 Sell rating(s)
7 Hold rating(s)
8 Buy rating(s)
0 Strong Buy rating(s)
2.44
Lemonade
1 Sell rating(s)
4 Hold rating(s)
4 Buy rating(s)
0 Strong Buy rating(s)
2.33

Upstart has a net margin of 4.84% compared to Lemonade's net margin of -14.19%. Upstart's return on equity of 7.13% beat Lemonade's return on equity.

Company Net Margins Return on Equity Return on Assets
Upstart4.84% 7.13% 1.82%
Lemonade -14.19%-26.78%-7.08%

Upstart has higher revenue and earnings than Lemonade. Lemonade is trading at a lower price-to-earnings ratio than Upstart, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Upstart$1.04B2.84$53.60M$0.4962.18
Lemonade$737.90M5.64-$165.50M-$1.83N/A

Summary

Upstart beats Lemonade on 13 of the 16 factors compared between the two stocks.

How does Upstart compare to FirstCash?

FirstCash (NASDAQ:FCFS) and Upstart (NASDAQ:UPST) are both mid-cap finance companies, but which is the superior stock? We will contrast the two companies based on the strength of their dividends, earnings, valuation, risk, profitability, institutional ownership, analyst recommendations and media sentiment.

80.3% of FirstCash shares are owned by institutional investors. Comparatively, 63.0% of Upstart shares are owned by institutional investors. 2.9% of FirstCash shares are owned by insiders. Comparatively, 17.3% of Upstart shares are owned by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company will outperform the market over the long term.

FirstCash has a beta of 0.53, suggesting that its stock price is 47% less volatile than the broader market. Comparatively, Upstart has a beta of 2.29, suggesting that its stock price is 129% more volatile than the broader market.

FirstCash has a net margin of 9.42% compared to Upstart's net margin of 4.84%. FirstCash's return on equity of 19.65% beat Upstart's return on equity.

Company Net Margins Return on Equity Return on Assets
FirstCash9.42% 19.65% 8.38%
Upstart 4.84%7.13%1.82%

FirstCash has higher revenue and earnings than Upstart. FirstCash is trading at a lower price-to-earnings ratio than Upstart, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
FirstCash$3.66B2.60$330.38M$8.7625.09
Upstart$1.04B2.84$53.60M$0.4962.18

In the previous week, Upstart had 2 more articles in the media than FirstCash. MarketBeat recorded 20 mentions for Upstart and 18 mentions for FirstCash. FirstCash's average media sentiment score of 1.25 beat Upstart's score of 0.57 indicating that FirstCash is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
FirstCash
12 Very Positive mention(s)
2 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Upstart
11 Very Positive mention(s)
0 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

FirstCash currently has a consensus target price of $249.00, suggesting a potential upside of 13.27%. Upstart has a consensus target price of $44.40, suggesting a potential upside of 45.72%. Given Upstart's higher probable upside, analysts clearly believe Upstart is more favorable than FirstCash.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
FirstCash
0 Sell rating(s)
1 Hold rating(s)
4 Buy rating(s)
0 Strong Buy rating(s)
2.80
Upstart
1 Sell rating(s)
7 Hold rating(s)
8 Buy rating(s)
0 Strong Buy rating(s)
2.44

Summary

FirstCash beats Upstart on 9 of the 16 factors compared between the two stocks.

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New MarketBeat Followers Over Time

This chart shows the number of new MarketBeat users adding UPST and its top 5 competitors to their watchlist. Each company is represented with a line over a 90 day period.
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Media Sentiment Over Time

This chart shows the average media sentiment of NASDAQ and its competitors over the past 90 days as caculated by MarketBeat. The averaged score is equivalent to the following: Very Negative Sentiment <= -1.5, Negative Sentiment > -1.5 and <= -0.5, Neutral Sentiment > -0.5 and < 0.5, Positive Sentiment >= 0.5 and < 1.5, and Very Positive Sentiment >= 1.5.
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UPST vs. The Competition

MetricUpstartConsumer Finance IndustryFinance SectorNASDAQ Exchange
Market Cap$2.98B$7.53B$14.10B$12.81B
Dividend YieldN/A12.30%5.89%11.02%
P/E Ratio62.189.3326.7124.11
Price / Sales2.8478.21518.6093.89
Price / Cash37.9311.8639.1453.65
Price / Book3.722.762.186.20
Net Income$53.60M$442.63M$1.31B$348.07M
7 Day Performance5.58%0.67%1.51%1.11%
1 Month Performance10.84%0.65%2.57%4.27%
1 Year Performance-56.22%6.11%11.60%16.48%

Upstart Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
UPST
Upstart
4.1559 of 5 stars
$30.47
-0.4%
$44.40
+45.7%
-55.8%$2.98B$1.04B62.181,405
AFRM
Affirm
4.3644 of 5 stars
$77.33
+5.1%
$93.15
+20.5%
-1.9%$24.64B$3.24B70.302,206
SOFI
SoFi Technologies
4.2255 of 5 stars
$18.42
+4.3%
$22.42
+21.7%
-26.5%$22.81B$3.61B36.796,100
FICO
Fair Isaac
4.8922 of 5 stars
$1,160.59
+7.6%
$1,553.69
+33.9%
-20.4%$23.28B$1.99B33.523,811
LMND
Lemonade
3.1112 of 5 stars
$51.19
+2.1%
$64.50
+26.0%
+0.2%$3.88B$737.90MN/A1,282

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This page (NASDAQ:UPST) was last updated on 8/27/2026 by MarketBeat.com Staff.
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