Multiple Wall Street analysts on Monday initiated coverage of Holdings Inc(NYSE: BILL), a provider of automated payment solutions for small-and-medium size businesses.

First Mover Advantage

Bill enjoys a first-mover advantage in the SMB back-office financial automation category and it shows in its recent percentage, Goldman Sachs analyst Christopher Merwin wrote in a note. The company showed a 67% year-over-year revenue growth of 67% in 2019 while revenue rose by 57% year-over-year in the first quarter of 2020.

The company faces little direct competition as those who offer similar services target B2B payments among mid-market and enterprise companies, the analyst wrote. In fact, rivals are unlikely to look to compete against Bill directly as the SMB category is full of high churn and lower adoption.

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