1413 ET - Baird says it likes the growth potential of Affirm Holdings. The analysts say Affirm is the largest U.S. buy now, pay later company and the second largest globally, but that BNPL is only about 1% penetrated within U.S. electronic payments. Affirm offers consumers no late fees or compounding interest, which may be increasingly interesting to customers, especially as there are more threats of credit card regulations, the analysts add. Affirm also has room to grow with a relatively small existing customer base, and opportunities to expand internationally and into debit cards. Baird says it initiates coverage on Affirm with a neutral rating and a $55 price target. (katherine.hamilton@wsj.com)

(END) Dow Jones Newswires

February 20, 2026 14:13 ET (19:13 GMT)

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