OneStream's Undervalued Potential: A Case for Near-Term Multiple Expansion in Financial Automation

The financial automation market is undergoing a seismic shift, driven by the convergence of AI-driven analytics, ERP modernization, and the urgent need for cost-efficient financial workflows. Amid this transformation, OneStream Software (NASDAQ: OS) has emerged as a compelling case study in undervaluation, despite its strong unit economics and strategic positioning. Recent analyst upgrades, particularly from Morgan Stanley, underscore a growing conviction that the stock is poised for near-term multiple expansion.

Strategic Positioning in a High-Growth Market

The global financial automation market is projected to grow at a compound annual growth rate (CAGR) of over 14.2% from 2024 to 2032, reaching $20.7 billion by 2032Financial Automation Market Size & Share, Statistics^[1]. This expansion is fueled by the increasing adoption of AI and machine learning in financial processes, the complexity of global regulatory compliance, and the demand for integrated platforms that reduce operational friction. OneStream's unified Corporate Performance Management (CPM) platform—designed to streamline budgeting, forecasting, and treasury management—positions it as a direct beneficiary of these trends.

Morgan Stanley's recent upgrade of OneStream to Overweight with a $37.00 price target (a 33% upside from its May 2025 price) reflects confidence in the company's ability to capitalize on these dynamicsMorgan Stanley lifts OneStream stock rating to Overweight, sees potential^[2]. The firm highlighted three key catalysts:
1. ERP Supercycle Tailwinds: As enterprises accelerate digital transformation, OneStream's platform offers a single-system solution for financial workflows, reducing reliance on fragmented legacy systems.
2. AI-Driven Innovation: The launch of SensibleML, an AI-assisted forecasting tool, has generated strong demand, particularly among CFOs seeking real-time predictive insightsMorgan Stanley lifts OneStream stock rating to Overweight, sees potential^[2].
3. Pricing and Packaging Refinements: Upcoming changes to OneStream's go-to-market strategy are expected to improve customer acquisition efficiency and gross margins, which already stand at 63.9%—a metric that outperforms many SaaS peersMorgan Stanley lifts OneStream stock rating to Overweight, sees potential^[2].

Competitive Advantages and Market Share Dynamics

OneStream's 30.8% market share in the 2024 EPM (Enterprise Performance Management) software market solidifies its position as the fifth-largest vendor, trailing only Oracle (42.96%), SAP, and AnaplanTop 10 EPM Software Vendors, Market Size and …^[3]. While Oracle Cloud EPM dominates with its cloud-native infrastructure and predictive modeling capabilities, OneStream differentiates itself through its agent-first strategy, including no-code forecasting and AI agents that automate repetitive tasksTop 10 EPM Software Vendors, Market Size and …^[3]. This approach aligns with the evolving needs of CFOs, who prioritize agility and real-time decision-making.

However, the company faces stiff competition from alternatives like Cube and IBM Planning Analytics, which offer spreadsheet-native interfaces and faster implementation cyclesThe 11+ best OneStream alternatives and competitors in 2024^[4]. Critics note that OneStream's onboarding process is complex, often requiring external consultants, and its user interface lags behind modern design standardsThe 11+ best OneStream alternatives and competitors in 2024^[4]. Despite these challenges, its high gross margins and recurring revenue model suggest a durable competitive moat.

Analyst Sentiment and Financial Metrics

Analyst sentiment for OneStream has remained largely bullish, with 14 firms providing coverage in the last three months. The average 12-month price target of $29.50 implies a 23% upside from current levels, with a high of $35.00 and a low of $24.00Breaking Down OneStream: 14 Analysts Share Their Views^[5]. Notably, Morgan Stanley's upgrade has spurred a wave of revisions, including Koji Ikeda of B of A Securities raising his target to $33.00Breaking Down OneStream: 14 Analysts Share Their Views^[5]. While some analysts, like Daniel Ives of Wedbush, have trimmed their targets to $35.00 from $40.00, the overall trajectory remains positive.

Financially, OneStream has demonstrated robust top-line growth, with 23.59% revenue expansion in the three months ending March 31, 2025Breaking Down OneStream: 14 Analysts Share Their Views^[5]. However, profitability remains a hurdle, as the company's net margin of -17.62% and negative ROE/ROA metrics (-6.01% and -2.84%, respectively) highlight the challenges of scaling a high-margin SaaS businessBreaking Down OneStream: 14 Analysts Share Their Views^[5]. These figures, while below industry averages, are not uncommon for firms in growth phases and could improve as the company leverages its pricing strategy and AI-driven product enhancements.

The Case for Multiple Expansion

The combination of market tailwinds, product innovation, and improving unit economics creates a compelling case for multiple expansion. Morgan Stanley's analysts argue that OneStream's underperformance since its IPO—despite its strong gross margins and growth trajectory—reflects an undervaluation that is likely to correct as earnings estimates riseMorgan Stanley lifts OneStream stock rating to Overweight, sees potential^[2]. The firm anticipates both revenue growth and margin expansion in 2025, driven by the ERP Supercycle and the monetization of AI capabilities like SensibleML.

Moreover, the broader EPM market is consolidating, with the top 10 vendors capturing 77.9% of the 2024 market shareTop 10 EPM Software Vendors, Market Size and …^[3]. OneStream's ability to retain its 30.8% share while Oracle and IBM Planning Analytics struggle with stagnant or declining growth positions it as a key beneficiary of market reallocation.

Conclusion

OneStream's strategic alignment with the financial automation boom, coupled with its AI-driven innovation and strong unit economics, positions it as a prime candidate for near-term multiple expansion. While challenges like complex onboarding and UI limitations persist, the company's market share resilience and analyst optimism suggest that its valuation discount is temporary. Investors who recognize the interplay between macro trends (ERP modernization, AI adoption) and OneStream's product roadmap may find themselves well-positioned to capitalize on an undervalued growth story.