Quantitative & Qualitative analysis20 Feb 2026 09:12
At the latest annual report, the operating cash flow is 63.3 million, but that's without paying taxes. The capex is 17.5 million and taxes are 6.1 million. The free cash flow is 39.7 million. The market capitalisation of the company is 244 million, thus the free cash flow yield is 16.27%. This is huge. The company pays a 9.25 pp dividend at the moment, which for 117.86 million shares is 10.9 million pounds. So, If they start a 20 million buyback, at the current price they will be able to retire 9.615 million shares, so the new float will be 108.24 and the new market cap (with the share price stuck at 2.08 GBP) will be 225.14 million. Supposing the free cash flow and the share price remain the same, the yield will now be 17.63%. They will also save 900,000 on the dividend. The maths are unstoppable. Plus500 had similar maths three years ago. Do your own due diligence and good luck.
The above is just the quantitative analysis. I haven't done any qualitative analysis of the company yet. In my opinion, their business model is superb, as they get real data from the public daily. Their insights are fantastic and data is king at the moment. YouGov continues growing the panel paying the same since I firstly used it for surveys six years ago. AI doesn't disrupt them, it enhances them. There's a possibility of the 'Dead internet theory' happening partially, YouGov counterfights this with real insights. Some companies will start taking decisions using AI that has wrong or no data with random results, mostly negative. YouGov will be there to contract the illusion. They're not alone, the industry is of course fragmented but there's too much room for everyone.