Should I buy Propel Holdings stock in 2025?

Why trust HelloSafe?

At HelloSafe, our expert has been following Propel Holdings’ performance for over three years. Every month, hundreds of thousands of Canadians rely on us to break down market trends and highlight the best investment opportunities. Our insights are provided purely for informational purposes and do not represent investment advice. In line with our ethical charter, we have never been, and will never be, compensated by Propel Holdings.

What is Propel Holdings?

How much is Propel Holdings stock?

The price of Propel Holdings stock is rising this week. As of the latest close, PRL.TO trades at C$27.63, gaining C$0.61 (+2.26%) over the past 24 hours and up 3.33% for the week. Propel’s market capitalization stands at C$1.07 billion, with an average 3-month daily volume of 222,893 shares. The stock holds a P/E ratio of 16.35, offers a 2.39% dividend yield, and has a beta of 1.80. Investors should note that this stock’s above-average volatility can present both opportunities and risks in the current market context.

Our full analysis on Propel Holdings stock

Having thoroughly reviewed Propel Holdings Inc.'s (PRL.TO) latest financial results alongside the stock’s remarkable performance over the past three years, we have leveraged proprietary algorithms to synthesize multiple sources—ranging from financial ratios to technical signals, comparative market data, and competitive benchmarking. This comprehensive approach reveals a compelling portrait of a company at a pivotal point in its evolution. So, why might Propel Holdings stock once again become a strategic entry point into the fintech credit sector in 2025?

Recent Performance and Market Context

Propel Holdings enters 2025 having delivered a noteworthy performance for shareholders in the prior year. As of May 1, the stock trades at C$27.63, climbing an impressive 23.7% over the past twelve months, despite a recent six-month retracement of -21.8% that has reset valuations to more attractive entry levels. Year-to-date, the price is down 24.2%, but this period of consolidation follows several quarters of outperformance and appears more technical in nature than fundamentally driven.

Positive recent developments have reinforced market confidence. The company was recognized in the Financial Times' Americas' Fastest Growing Companies list for 2025, highlighting its robust expansion and operational excellence. Furthermore, Propel recently completed the strategic acquisition of QuidMarket in the UK, cementing its entry into a new geographic market and broadening its cross-border capabilities. The expansion and upsizing of its main credit facilities signals lender trust and provides additional firepower for growth.

Looking at the broader backdrop, the financial technology sector continues to outperform more traditional segments of financial services thanks to ongoing structural shifts: digital lending is increasingly preferred by consumers, and credit demand remains elevated, especially among underserved segments where Propel specializes. The macroeconomic environment—characterized by stable interest rates and solid consumer spending—remains favourable for alternative lenders, particularly those leveraging technology to manage risk.

Technical Analysis

From a technical standpoint, Propel Holdings presents an attractive setup for new entrants. The stock price currently stands above its 20-day (C$24.54) and 50-day (C$25.49) simple moving averages, a textbook indication of short-term bullish momentum. These levels now act as immediate support, and the repeated rebounds from the C$26.75–26.45 band further underscore structural resilience.

• Relative Strength Index (RSI 14): 59.13, indicating neutral conditions—not yet overbought, leaving room for further upward movement.
• MACD (12,26,9): +0.41, flashing a short-term “sell” signal, but this may simply reflect the tail end of the recent pullback.
• Stochastic (9,6): 84.70, briefly entering overbought territory—a short-term caution but consistent with previous initiations of new uptrends for Propel.

Critically, the price is establishing a base just beneath a cluster of resistance (C$27.62, C$28.19, C$28.49). A clean break above these levels could quickly unlock medium-term potential, especially should market volumes confirm direction. Although the shares are below their 100-day and 200-day moving averages (C$31.15 and C$30.81), the alignment of short-term indicators suggests a constructive transition phase: the stock appears to be preparing for a potential reversal of longer-term trends.

Fundamental Analysis

Propel Holdings' fundamentals shine amid the broader fintech universe. Full-year 2024 results delivered record metrics on nearly all fronts:

• Revenue: $449.7 million (+42% YoY)
• Adjusted EBITDA: $121.3 million (+60% YoY)
• Net Income: $46.4 million (+67% YoY)
• Diluted EPS: $1.22 (C$1.67, +62% YoY)
• Return on Equity: 36% (up from 30% in 2023)

This growth profile is matched by the company’s demonstrated commitment to operational efficiency and capital discipline, as evidenced by a forward P/E of only 6.13, an extraordinarily attractive level compared to both sector averages and the company’s own high return on equity. The trailing P/E of 16.35 looks conservative given the recent pace of earnings growth and the scale of potential opportunity unlocked by its international expansion into the UK market.

Propel’s business model—using proprietary AI-powered underwriting and distributed Lending-as-a-Service (LaaS) partnerships—offers scalability and defensibility. The company’s reach across underserved credit consumers in Canada, the United States, and now the UK addresses a structural gap ignored by many legacy institutions, positioning it for outsized share gains as lending further digitizes.

• Structural Strengths:
• Deep market expertise in non-prime consumer lending
• AI-driven risk management underpinning strong credit performance
• Rapidly growing LaaS offering that scales revenue with limited incremental fixed costs
• A strong, recognizable brand through several local and international platforms

Volume and Liquidity

Liquidity for Propel Holdings remains robust, with an average daily volume of nearly 223,000 shares over the prior three months. This high and stable trading activity signals continued market interest and facilitates ease of entry and exit, a key consideration for both retail and institutional investors. The market capitalization of over C$1.07 billion ensures sufficient float for dynamic price discovery and validates the company's relevance within the Canadian fintech ecosystem.

A healthy float and rising institutional interest, reflected in the stock's ability to absorb periodic spikes in volume without excessive volatility, further support the prospect of a sustainable revaluation, especially upon the confirmation of upcoming business catalysts.

Catalysts and Positive Outlook

Propel Holdings is well positioned to benefit from a number of imminent catalysts:

• Q1 2025 Results (May 6): Anticipation for the next earnings report remains high. Given recent trends, further revenue and earnings acceleration could prompt upward estimate revisions and renewed buying pressure.
• Dividend Momentum: A 10% increase in the quarterly dividend to C$0.165 shows strong confidence in future cash flows. The growing, well-covered yield of 2.39% adds an appealing income layer to the growth thesis.
• QuidMarket Integration: The UK acquisition is set to deepen Propel’s exposure to new geographies and customer bases. Smooth integration—and early financial contributions—could be a meaningful upside surprise in the coming quarters.
• Expanded Credit Facilities: Upsizing and refinancing actions by lenders are a significant vote of confidence, providing additional capital to fund continued loan portfolio expansion.
• AI-Driven Innovation: Propel’s proprietary technology stack, including its AI-based lending algorithms, continues to improve customer acquisition and credit performance, widening the competitive moat.
• Regulatory Upside: As regulators recognize the need for fair access to credit, well-managed operators like Propel—already demonstrating best-in-class compliance—stand to benefit as higher barriers to entry for less sophisticated rivals are erected.

The macro context supports continued growth: digital credit demand remains high, especially among non-prime consumers, while the normalization of interest rates creates a backdrop for stable net interest margins.

Investment Strategies

Propel Holdings’ technical and fundamental alignment makes it attractive across multiple time horizons:

• Short-Term Opportunity: The stock’s recent rebound above its 20-day and 50-day moving averages—with major support at C$26.75–26.45—suggests ideal positioning for momentum-oriented investors, especially ahead of the Q1 2025 results due imminently. A confirmed breakout above C$27.62 could trigger renewed upward momentum.
• Medium-Term Perspective: For those seeking multi-quarter exposure, the announced growth trajectory (25–35% YoY growth in loan balances) and integration of QuidMarket provide clear, measurable milestones. Analyst targets (average: C$39.72) imply significant upside (over 44%), with the growing dividend providing an income cushion.
• Long-Term Thesis: With its differentiated technology platform, expanding addressable market, and history of high ROE, Propel emerges as a rare Canadian fintech capable of scaling internationally. Investors looking to benefit from the digital transformation of lending—while maintaining an emphasis on profitability and capital return—will find the current valuation compelling.

Entry at current levels—just as the stock regains technical footing and ahead of several known catalysts—appears supported by a blend of value and growth considerations.

Is It the Right Time to Buy Propel Holdings?

Synthesizing all the above, Propel Holdings exhibits a powerful combination of robust revenue and earnings momentum, sector-leading return metrics, and a rapidly expanding addressable market. Trading above its short-term moving averages yet still well below longer-term valuation anchors, PRL.TO affords investors a balanced entry point—leveraging both near-term event-driven upside and long-term structural growth.

Dividend growth and regular analyst price target upgrades underscore the market’s recognition of Propel’s business model, while the imminent Q1 results, the accretive QuidMarket acquisition, and the positive broader sector outlook enhance the appeal. With a compelling forward P/E and strong cash generation, Propel seems to represent an excellent opportunity for investors seeking lucrative exposure to fintech and credit innovation in Canada.

The fundamentals justify renewed interest in Propel Holdings at current levels, and its unique blend of technology, capital discipline, and growth positioning may enable the stock to enter another bullish phase as 2025 unfolds. For those strategically positioning ahead of sector catalysts, Propel Holdings stands out as a potential leader deserving of close consideration and conviction.

In an evolving fintech landscape, PRL.TO offers an intersection of quality, value, and growth, positioning itself at the heart of opportunity for Canadian investors who prioritize both upside potential and disciplined capital allocation.

How to buy Propel Holdings stock in Canada?

Buying Propel Holdings shares (PRL.TO) online is straightforward and secure when you use a regulated Canadian broker. There are two primary ways to invest: you can buy the stock outright (spot/cash buying) or trade via Contracts for Difference (CFDs), which allow you to speculate on price movements with leverage. Choosing the right method depends on your goals and risk tolerance. To help you get started, we’ll outline both options—spot buying and CFD trading—so you can compare their advantages. Find a detailed broker comparison further down the page to help you make the best choice.

Spot Buying

Buying Propel Holdings stock for cash means you become a direct shareholder on the Toronto Stock Exchange (TSX). With this method, your investment tracks the actual share price, and you are eligible for dividends and voting rights. Canadian brokers typically charge a fixed commission per order—commonly around C$5 to C$10.

Example

Example: If Propel Holdings is trading at C$27.63 per share, and you invest C$1,000 (including a C$5 brokerage fee), you can purchase approximately 36 shares:
- (C$1,000 - C$5 fee) / C$27.63 ≈ 36 shares

Gain Scenario

Gain Scenario: If the share price rises by 10%, your investment grows to C$1,100.
- Result: +C$100 gross profit, representing a +10% return on your investment.

Trading via CFDs

Contracts for Difference (CFDs) are financial instruments that let you speculate on Propel Holdings’ share price without owning the underlying stock. CFDs offer leverage, meaning you can control a larger position with less capital. However, you pay a spread (the broker’s markup on the share price) and overnight financing costs if you hold positions beyond a trading day.

Example

Example: You open a C$1,000 CFD position on Propel Holdings using 5x leverage, giving you market exposure of C$5,000.

Gain Scenario

Gain Scenario: If the share price rises by 8%, your leveraged position earns 8% × 5 = 40%.
- Result: +C$400 (excluding any fees), on an initial C$1,000 outlay.

Final Advice

Before investing, always compare brokers’ fees, trading conditions, and available platforms—costs can significantly impact your returns. Whether you choose spot buying for long-term ownership or CFD trading for flexible, leveraged exposure depends on your objectives, experience, and risk profile. To help you find the most suitable broker, check out our detailed broker comparison further down the page.

Platforms

Minimum Deposit

Discover

#1

Tier 1 regulation, including ASIC and FSA

#1

Star Trader

4.9

Minimum Deposit

$50

Discover

with our partner Star Trader

#2

Broker specializing in Forex and CFDs

#2

IFC Markets

4.8

Minimum Deposit

$1

Discover

with our partner IFC Markets

#3

Broker regulated since 2006

#3

Avatrade

4.8

Minimum Deposit

$100

Discover

with our partner Avatrade

Our 7 tips for buying Propel Holdings stock

The latest news about Propel Holdings

Propel Holdings stock achieved a 3.33% gain over the past week, outperforming Canadian fintech peers. Over the last seven calendar days, Propel Holdings’ share price has risen from C$26.74 to C$27.63, reflecting renewed investor confidence ahead of its upcoming quarterly earnings release. This short-term outperformance comes as the stock reclaimed levels above its 20- and 50-day moving averages, suggesting robust near-term momentum in a sector where many Canadian fintechs remain pressured by macroeconomic headwinds. Trading volumes on the Toronto Stock Exchange have remained healthy, reinforcing the positive sentiment among local investors.

Propel Holdings declared a 10% increase to its quarterly dividend, signaling continued confidence in cash flows and long-term growth. Announced as part of the company’s latest shareholder communications, the new C$0.165 per common share dividend was officially set for Q1 2025, reflecting the management’s commitment to returning value to Canadian investors. This move directly benefits residents participating in Canadian dividend-focused strategies, given the company’s eligibility for the domestic dividend tax credit. The dividend hike was underpinned by record financial results in 2024, particularly impressive revenue growth and net earnings, and highlights the company’s financial strength within Canada’s fintech landscape.

The financial community anticipates Propel’s Q1 2025 results on May 6, with analyst consensus remaining ‘Buy’ and targets indicating significant upside. Institutional investors and market analysts have expressed optimism, with Canaccord Genuity, Raymond James, and Scotia Capital all maintaining “Buy” ratings and an average target price of C$39.72—44% above the current share price. The upcoming results are highly anticipated in the Canadian investment community, and positive performance could further boost local sentiment. Analysts cite Propel’s strong execution, robust financial discipline, and expanding total addressable market as key differentiators on the TSX.

Propel Holdings continues to leverage its AI-powered lending platform to support over 90 million underserved consumers in Canada, the US, and now the UK. Recent achievements, such as the completion of the UK’s QuidMarket acquisition, reinforce the company’s globally minded growth while maintaining a strategic focus on its Canadian base. The proprietary AI system is delivering enhanced credit risk assessment and customer acquisition, aligning with Canadian regulatory emphasis on responsible lending. The expansion of their Lending-as-a-Service partnerships and technology-driven origination is being closely watched by the Canadian fintech community as a model for innovation and scalability.

Financial Times included Propel Holdings in its 2025 Americas’ Fastest Growing Companies list, reflecting recognition of Canadian fintech excellence. This independent, international accolade marks Propel Holdings as a standout among TSX-listed financial technology firms. It enhances the company’s reputation both domestically and abroad, fostering pride and credibility among Canadian investors and validating its ongoing strategic bets on technology, expansion, and strong governance out of its Toronto headquarters. The recognition comes at a time when Canadian fintechs are seeking to assert their presence globally; Propel’s inclusion underscores the quality of local innovation.

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.