Humm is restructuring where it is simplifying and improving products and systems, streamlining finance applications and narrowing its addressable market. From competing via a diversified product set, it now intends to focus on a select few product lines.
Humm’s broad product portfolio brings a large addressable market, which gives it significant opportunity to increase if management’s turnaround strategy proves successful.
Bears
The level of complexity and overlap between Humm’s products could create friction with customers and discourage product uptake.
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Humm is a diversified finance provider with offerings centered on buy now pay later, or BNPL, credit cards and equipment finance. It facilitates purchases for over 2.7 million customers. Humm operates in Australia, New Zealand, Ireland, and Canada. While it caters for a diverse range of industries, its focus is on financing higher ticket items. Unlike the glut of new BNPL firms, Humm is established with a long operating history. Originally Flexigroup, Humm had a strategic refresh in 2019 where it has now consolidated to around four main brands in ANZ, from 20 before. In its earlier days, Humm focused on Visa and interest-free cards, lay-by, consumer leasing, commercial finance, and other payment solutions to consumers and small businesses.