Are HUB shares or ZIP shares better value in 2026?

The Hub24 Ltd (ASX:HUB) share price is down around 12.6% since the start of 2025. It's probably worth asking, 'is the HUB share price priced to perfection?'

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The Hub24 Ltd (ASX:HUB) share price is down around 12.6% since the start of 2025. Meanwhile, the Zip Co Ltd (ASX:ZIP) share price is 51.1% away from its 52-week high. This article explains why it could be worth popping HUB and ZIP shares on your watchlist.

HUB share price in focus

Founded in 2007, HUB24 has quickly become a prominent player in the wealth management sector, offering software and platform solutions for financial advice, superannuation, and investment management.

HUB24’s core products include the HUB24 platform, Class, and myprosperity. The HUB24 platform serves financial advisers and their clients, providing access to a wide range of managed funds and investment products. Class is a leading software solution for self-managed super funds (SMSFs), helping manage portfolios, legal documentation, and compliance. Myprosperity offers client portals for accountants and advisers, enhancing service and customer experience.

HUB24’s competitive edge lies in its high-quality service. In 2024, it was recognized as the Overall Best Platform in the Adviser Ratings Financial Advice Landscape Report and ranked first for Overall Satisfaction and Brand Image and Reputation in the 2024 Wealth Insights Platform Service Level Report.

ZIP shares

Founded in 2013, Zip Co is a financial technology company specialising in buy-now-pay-later (BNPL) services, a popular choice among retail consumers.

Zip enables customers to make purchases instantly and pay them off over interest-free instalments, offering a flexible and convenient payment option.

Operating globally, Zip has partnered with over 79,300 retailers and serves more than 6 million customers. In September 2020, the company expanded its presence in the US market by acquiring the BNPL provider Quadpay.

HUB & ZIP share price valuation

As a growth company, some of the trends we might investigate from HUB include revenue growth, profit growth, and return on equity (ROE). These measures can indicate the growth rates and prospects of the company, as well as their ability to generate returns from their assets.

Since 2021, HUB has grown revenue at a rate of 44.4% per year to reach $328m in FY24. Over the same stretch of time, net profit has increased from $10m to $47m. As for ROE, HUB last reported a ROE of 9.2%.

Over the last 3 years, ZIP has increased revenue at a rate of 75.7% per year to hit $868m in FY24. Meanwhile, net profit has increased from -$678m to $6m. As for ROE, ZIP’s last reported figure was 1.8%.

Please keep in mind that context is important. These metrics give us some indication of company performance, but it’s just the start of valuing HUB or ZIP shares. To learn more about valuation, check out one of our free online investing courses.

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