Here's Why Square (SQ) Stock Looks Like A Buy Right Now

 | Jan 16, 2019 03:55AM ET

Shares of Square (NYSE:SQ) rest roughly 35% below their 52-week high at the moment, despite a 30% post-Christmas surge. Clearly, the fintech company’s recent climb comes as part of the larger market comeback that has seen the likes of Amazon (NASDAQ:AMZN) , Facebook (NASDAQ:FB) , and Google (NASDAQ:GOOGL) all bounce back. But Square’s fundamentals remain impressive amid a growing financial tech market.

Overview

Square has come a long way since Twitter’s (NYSE:TWTR) Jack Dorsey founded the firm in 2009 to help micro-businesses and entrepreneurs process credit card payments from their mobile devices. Square realized that smartphones and mobile devices would soon become nearly ubiquitous. At the same time, the company understood that the economy was headed in a more cashless direction.

Today, Square, which primarily sells point-of-sale products and software to small and medium-sized businesses, offers services that help sellers create websites and manage everything from inventory to employees. The fintech firm’s Square Capital leg also provides business financing options and loans of up $100,000.

Meanwhile, Square’s Cash App stands out among competitors like PayPal (NASDAQ:PYPL) and JP Morgan Chase (NYSE:JPM) in the quickly expanding and millennial driven peer-to-peer payment industry. The app primarily allows users to send and receive money from family and friends. But Square also allows users to open Visa (NYSE:V) debit cards connected only to their Cash App balance and buy and sell bitcoin.

Going forward, Square must figure out how to better monetize the Cash App. But in the meantime, its new all-in-one payment processor, Square Terminal, should help the firm expand its customer base. Plus, SQ recently improved its Square Reader SDK (software development kit) to allow customers to utilize Square’s back-end ecosystem with their own personalized platform. Going forward, this should help the company attract larger clients and become more user-friendly for companies in the health care and transportation industries, where Square doesn’t currently have industry-specific POS offerings.