<div id="readability-page-1">BETA This is a BETA experience. opt-out here Money Markets The Case For Buying Visa Stock Today  ByTrefis Team ,  Contributor.  Forbes contributors publish independent expert analyses and insights. Building a platform to do the job of 1 million analysts for  Great Speculations Follow Author Dec 17, 2025, 10:09am EST Visa (V) stock may represent a strong buying opportunity at this time. Why? Because you receive high margins – indicative of pricing power and cash generation ability – for a discounted price. Companies like this produce consistent, predictable profits and cash flows, which lower risk and permit capital reinvestment. The market typically rewards this behavior.  SAN FRANCISCO - FEBRUARY 25: Visa credit cards are arranged on a desk February 25, 2008 in San Francisco, California. Visa Inc. is hoping that its initial public offering could raise up to $19 billion and becoming the largest IPO in U.S. history. (Photo Illustration by Justin Sullivan/Getty Images) Getty Images What Is Happening With V  V has increased by 10% so far this year, but is actually 35% cheaper when evaluated based on its P/S (Price-to-Sales) ratio compared to one year ago.  Here are the positive developments for the company. Visa’s Q4 2025 results indicated steady global transaction growth, with cross-border volumes up 12% and processed transactions increasing by 10%. This high-volume activity, coupled with a 25% increase in value-added services, supports its fee-based revenue model. Recent collaborations, such as the Orange Money partnership to expand virtual card access in Africa, alongside the introduction of USDC stablecoin settlement in the U.S., are expanding its network and improving utility. Management expects continued low double-digit revenue growth for fiscal year 2026.  V Has Strong Fundamentals  Recent Profitability: Nearly 57.6% operating cash flow margin and 66.4% operating margin LTM.  Long-Term Profitability: Approximately 58.9% operating cash flow margin and 66.8% operating margin over the last three years' average.  Revenue Growth: Visa experienced growth of 11.3% LTM and 10.9% over the last three years' average, but it is not a growth story.  Available At Discount: At a P/S multiple of 11.0, V stock is currently offered at a 35% discount compared to one year ago.  Below is a quick comparison of V's fundamentals with S&amp;P medians.  Summary Trefis MORE FOR YOU  Don’t Expect A Slam Dunk, Though  Although V stock may represent a great investment opportunity, it’s always good to consider a stock’s history of drawdown. Visa stock is not exempt from rough patches. It declined by around 52% during the Global Financial Crisis, suffered a 36% drop in the Covid downturn, and fell nearly 29% during the inflation shock of 2022. Even the 2018 correction contributed to a nearly 19% decrease. Thus, while it may appear solid on paper, these declines indicate that it can still experience setbacks along with the broader market when conditions become unstable. However, the risk is not confined to major market crashes. Stocks can decline even when markets are strong – consider events such as earnings announcements, business updates, and outlook modifications. Read V Dip Buyer Analyses to learn how the stock has bounced back from significant drops in the past.  If you seek more information, read Buy or Sell V Stock .  How We Arrived At V Stock  V caught our attention because it meets the following criteria:  Market cap exceeding $10 billion  High CFO (cash flow from operations) margins or operating margins  Significantly declined in valuation over the past year  However, if V doesn’t seem appealing enough to you, here are other stocks that also meet these criteria:  Eli Lilly (LLY)  Salesforce (CRM)  Merck (MRK)  Notably, a portfolio that was established starting 12/31/2016 with stocks that fulfill the mentioned criteria would have yielded the following results:  Average 12-month forward returns of nearly 19%  12-month win rate (percentage of picks returning positive) of about 72%  A Multi-Asset Portfolio Gives You Safer, Smarter Growth  Individual markets can be unpredictable; however, different assets tend to react in various ways. A multi-asset portfolio mitigates downside shocks while maintaining potential for upside.  The asset allocation framework of Trefis’ Boston-based wealth management partner delivered positive returns during the 2008-09 period, when the S&amp;P lost more than 40%. Our partner’s current strategy incorporates the Trefis High Quality Portfolio , which has a history of comfortably surpassing its benchmark that includes all three – the S&amp;P 500, S&amp;P mid-cap, and Russell 2000 indices.  Editorial Standards Reprints &amp; Permissions LOADING VIDEO PLAYER... FORBES’ FEATURED Video</div>

<p>Visa stock is considered a strong buying opportunity due to high margins, pricing power, and cash generation ability. Despite past market declines, Visa's fundamentals remain strong, with steady transaction growth and strategic partnerships. The stock is currently offered at a 35% discount based on its P/S ratio. A multi-asset portfolio is recommended for safer growth, mitigating market shocks while maintaining upside potential.</p>

- Visa (V) stock is viewed as a strong buying opportunity due to its high margins and cash generation potential, despite being 35% cheaper than last year.  
- Recent developments show steady global transaction growth and partnerships aimed at expanding its network, with management expecting continued revenue growth in fiscal year 2026.  
- Although historically volatile, Visa’s fundamentals suggest resilience, and it meets criteria for potential investment, alongside other stocks with similar characteristics.