No doubt that HUM is undervalued on its current metrics. Using a 6.1% risk free rate and next year EPS figure of $0.158 my valuation comes in at $2.59. I took a recent position only to be stopped out quickly on the recent large decline. I've tried in the past to catch falling knives like this one and have learnt that regardless of how good a company seems, until the market trend swings positive, you can continue the slide downwards a long way - so I'll be holding off until there is a turn around in the trend.

They definately need to do a lot more work on their marketing and I think they have missed the boat with the Australia BNPL sector as others in this space have such a dominance at the moment and I can't see people making the effort to try yet another BNPL provider if they're happy already with Afterpay or ZIP as an example. I'm only guessing that perhaps this is why the market doesn't love this stock or perhaps as many have said before - the issues is that they are actually profitable!