Stifel has trimmed its price target for Equifax to $235.00 from $253.00 while leaving its recommendation at Buy, according to a research note. The stock is trading around $193.67, and recent market data indicate the technical RSI has moved into oversold territory after a 5.16% decline over the past week.
The change in Stifel’s outlook is driven primarily by concerns over margin dilution stemming from pricing actions by FICO. Stifel noted that Equifax is not increasing the prices it charges for credit reports sold into the mortgage vertical, even though FICO plans a 100% price increase in 2026. That dynamic creates the risk that Equifax could face compressed margins if it absorbs higher input costs rather than passing them to mortgage customers.
Stifel analyst Shlomo Rosenbaum suggested the choice not to raise mortgage-report prices may be politically motivated - with Equifax potentially aiming to show that any increase in mortgage processing costs is the result of FICO’s planned price hikes rather than Equifax’s actions. The research note framed this as a strategic decision that could preserve customer relationships but weigh on near-term profitability.
Despite the pricing headwinds, Equifax’s underlying profitability remains notable. Gross profit margins sit at 56.45%, and the company trades at a price-to-earnings multiple of 34. Management continues to emphasize the defensive characteristics of the business: roughly 90% of revenue is derived from proprietary data, which management believes offers protection against AI disruption due to the proprietary nature of the data and significant regulatory barriers.
On the competitive front, Stifel’s note highlighted that more than 200 lenders are either testing or using the free VantageScore with Equifax. Stifel added that similar testing activity is likely occurring at TransUnion and Experian, though not necessarily with the same lender clients. This suggests active evaluation across the mortgage ecosystem that could influence market share and pricing dynamics in that vertical.
Additional company metrics cited include a long record of shareholder distributions and recent operating results. Data show Equifax has paid dividends for 55 consecutive years and yields approximately 1.05% at current levels. For the fourth quarter of 2025, Equifax reported earnings per share of $2.09, beating the consensus forecast of $2.05, and revenue of $1.55 billion versus an expected $1.53 billion.
Strategic partnerships and analyst coverage shifts were also noted. Equifax and Gen Digital have expanded a partnership intended to enhance consumer financial services: Gen will use Equifax data to support identity protection and financial wellness products, while Equifax will use Gen’s Engine platform to deliver more personalized financial-product recommendations. Separately, RBC Capital lowered its price target to $222 from $250 but maintained an Outperform rating, citing expectations that Equifax’s Online Brand Building Business will accelerate revenue in the Verification and Government segments in the latter half of 2026 and into 2027.
Taken together, the research notes and company disclosures portray a firm with solid underlying margins and recurring revenue, but one navigating pricing friction in a key channel and ongoing competitive testing of scoring alternatives.