Sophon Microcap Atlas

Asure Software (ASUR) Initiating Coverage

Cheap Rule of 40 software company

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Sophon Capital Research
Aug 22, 2025
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A sticky, recurring-revenue HCM consolidator with structural pricing power and cross-sell optionality, trading at a discount to peers. Key risks are integration of acquisitions, execution on cross-sell, and sustaining organic growth.


Key Statistics:

Market Cap $222.28M

Total Debt $73.03M

Cash & Inv. $66.00M

Enterprise Value $229.31M

NTM P/E 8.3x

NTM EV/Sales 1.5x

EV/EBITDA 6.4x

ASUR (~$240M market cap/EV) provides Human Capital Management solutions for growing businesses, serving over 100k clients and 2M+ employees in the U.S. It is a serial acquirer and rolling up businesses in the HCM space (last ~2 years have seen 16+ acquisitions)

Asure's solutions are described as "sticky," with clients typically staying for 8-10 years. The expected customer relationship period is estimated to be 8 years

The company currently offers a range of HCM products/tools:

  • Payroll/tax filing

  • HR software & consulting: tools to navigate federal/state/municipal regulations and ensuring compliance

  • Benefits administration for healthcare, 401(k), etc.

  • Time management for payroll

  • Recruiting tools: automates postings on job boards/other hiring workflows

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