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PROS Holdings Inc (PRO)



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Upturn Advisory Summary
08/14/2025: PRO (1-star) is currently NOT-A-BUY. Pass it for now.
1 Year Target Price $25.71
1 Year Target Price $25.71
6 | Strong Buy |
1 | Buy |
1 | Hold |
0 | Sell |
0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -39.38% | Avg. Invested days 25 | Today’s Advisory PASS |
Upturn Star Rating ![]() ![]() | Upturn Advisory Performance ![]() | Stock Returns Performance ![]() |
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Key Highlights
Company Size Small-Cap Stock | Market Capitalization 686.00M USD | Price to earnings Ratio - | 1Y Target Price 25.71 |
Price to earnings Ratio - | 1Y Target Price 25.71 | ||
Volume (30-day avg) 8 | Beta 1.08 | 52 Weeks Range 13.61 - 29.84 | Updated Date 08/15/2025 |
52 Weeks Range 13.61 - 29.84 | Updated Date 08/15/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -0.19 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2025-07-28 | When Before Market | Estimate 0.0669 | Actual 0.13 |
Profitability
Profit Margin -2.09% | Operating Margin (TTM) -8.57% |
Management Effectiveness
Return on Assets (TTM) -1.96% | Return on Equity (TTM) - |
Valuation
Trailing PE - | Forward PE 23.09 | Enterprise Value 886608810 | Price to Sales(TTM) 2 |
Enterprise Value 886608810 | Price to Sales(TTM) 2 | ||
Enterprise Value to Revenue 2.59 | Enterprise Value to EBITDA 110.52 | Shares Outstanding 48106500 | Shares Floating 43535379 |
Shares Outstanding 48106500 | Shares Floating 43535379 | ||
Percent Insiders 9.25 | Percent Institutions 97.43 |
Upturn AI SWOT
PROS Holdings Inc

Company Overview
History and Background
PROS Holdings Inc. was founded in 1985. Initially focused on revenue management for the airline industry, it evolved into a provider of AI-powered solutions for various industries, enabling pricing and sales optimization.
Core Business Areas
- AI-Powered Pricing Solutions: Provides cloud-based solutions to optimize pricing strategies for B2B and B2C companies across various industries. Helps clients analyze market data, predict demand, and set optimal prices.
- Sales Effectiveness Solutions: Offers AI-driven tools to enhance sales processes, improve quote accuracy, and accelerate deal closures. Includes solutions for configure price quote (CPQ) and digital selling.
Leadership and Structure
Andres Reiner serves as the CEO. The company has a typical corporate structure with departments for sales, marketing, engineering, finance, and customer success.
Top Products and Market Share
Key Offerings
- PROS Pricing Solution: A comprehensive pricing optimization platform using AI and machine learning. Market share data unavailable but estimated to be within the top 3 vendors. Key Competitors include Pricefx, Vendavo, and Zilliant. This product is the major source of revenue.
- PROS Smart CPQ: A configure price quote (CPQ) solution designed to streamline the sales process. Market share data unavailable but estimated to be within the top 5 vendors. Key Competitors include Salesforce CPQ, Oracle CPQ, and SAP CPQ.
Market Dynamics
Industry Overview
The pricing and revenue management software market is growing, driven by the increasing complexity of pricing decisions and the need for data-driven insights. The CPQ market is also expanding due to the demand for automated sales processes.
Positioning
PROS is positioned as a leading provider of AI-powered pricing and sales effectiveness solutions. It differentiates itself through its focus on AI and its expertise in serving complex, highly regulated industries.
Total Addressable Market (TAM)
The estimated TAM for pricing and CPQ software is $10-15 billion. PROS is positioned to capture a significant portion of this TAM, focusing on specific verticals and leveraging its AI capabilities.
Upturn SWOT Analysis
Strengths
- Strong AI capabilities
- Deep industry expertise
- Cloud-based platform
- Established customer base
- Good brand reputation
Weaknesses
- Relatively smaller compared to larger competitors such as SAP and Oracle
- Reliance on specific industries
- Price can be a barrier for smaller companies
Opportunities
- Expanding into new industries
- Further developing AI capabilities
- Partnerships with other technology vendors
- Acquisitions of complementary technologies
- Growing demand for pricing and CPQ solutions
Threats
- Increased competition from larger players
- Economic downturns impacting customer spending
- Rapid technological advancements
- Data security and privacy concerns
- Changing regulatory environment
Competitors and Market Share
Key Competitors
- ORCL
- CRM
- SAP
Competitive Landscape
PROS' advantage lies in its AI-driven, industry-specific solutions. However, its smaller size compared to ORCL, CRM, and SAP can be a disadvantage. It competes on innovation and specialization.
Major Acquisitions
Every Angle
- Year: 2016
- Acquisition Price (USD millions): 52.5
- Strategic Rationale: Expanded analytics capabilities and strengthened position in the chemicals and manufacturing industries.
Growth Trajectory and Initiatives
Historical Growth: PROS has historically grown through organic expansion and acquisitions. Growth has been driven by increased adoption of AI-powered solutions and expansion into new markets.
Future Projections: Future growth projections depend on analyst estimates and market conditions. Refer to financial news outlets and analyst reports for up-to-date projections.
Recent Initiatives: Recent initiatives include partnerships to enhance AI capabilities, expansion into new geographic markets, and the launch of new product features.
Summary
PROS Holdings Inc. is a solid player in AI-powered pricing and CPQ. Its AI capabilities and industry focus are strengths, but it is smaller compared to major competitors like Oracle and SAP. Continued innovation and strategic partnerships are essential for sustained growth. Economic downturns could impact results.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Website
- SEC Filings
- Analyst Reports
- Industry Research Reports
Disclaimers:
The information provided is for informational purposes only and should not be considered as financial advice. Market share data and analyst estimates are subject to change and may not be entirely accurate. Real-time data is recommended for all financials and up to date information.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About PROS Holdings Inc
Exchange NYSE | Headquaters Houston, TX, United States | ||
IPO Launch date 2007-06-28 | President, CEO & Director Mr. Jeffrey B. Cotten | ||
Sector Technology | Industry Software - Application | Full time employees 1501 | Website https://www.pros.com |
Full time employees 1501 | Website https://www.pros.com |
PROS Holdings, Inc. provides software solutions that optimize the processes of selling and shopping in the digital economy in Europe, the Asia Pacific, the Middle East, Africa, and internationally. The company offers PROS Platform, designs to help businesses create, optimize and market available offers and handle orders; PROS Smart Configure Price Quote that improves sales productivity and accelerate deal velocity, and support diverse selling scenarios; and PROS Smart Price Optimization and Management, which enables businesses to optimize, personalize, and harmonize pricing. It also provides PROS Airline Revenue Management solution that delivers algorithmic forecasting and network optimization; PROS Airline Real-Time Dynamic Pricing, which offers accurate booking class availability and seat prices; PROS Dynamic Ancillary Pricing, an AI-based reinforcement learning algorithm; PROS Airline Group Sales Optimizer that enables airlines and its travel agent partners to create and manage group bookings, contracts, policies, and payments; and PROS Corporate Sales, a solution that enables airlines to create commercial agreements with corporate customers. The company provides PROS Digital Retail, a configurable end-to-end solution for airlines to optimize the traveler experience from inspiration to post-trip; PROS Dynamic Offers; and PROS Digital Offer Marketing solutions comprising airTRFX, airModules, airWire, and airSEM platforms. It provides software-related services, such as implementation, configuration, consulting, training, maintenance, and support services. The company markets and sells its solutions to customers in various industries, including automotive and industrial manufacturing and distribution, transportation, logistics, chemicals, energy, food and consumables, healthcare, insurance, technology, and travel through its direct sales force, partners, resellers, and systems integrators. The company was incorporated in 1985 and is headquartered in Houston, Texas.

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