HubSpot (NYSE: HUBS) and Appian Corporation (NASDAQ:APPN) are both computer and technology companies, but which is the better business? We will compare the two companies based on the strength of their profitability, valuation, dividends, earnings, analyst recommendations, institutional ownership and risk.

Institutional & Insider Ownership

96.1% of HubSpot shares are held by institutional investors. Comparatively, 11.6% of Appian Corporation shares are held by institutional investors. 18.5% of HubSpot shares are held by company insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company is poised for long-term growth.


This table compares HubSpot and Appian Corporation’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
HubSpot -13.17% -27.99% -10.98%
Appian Corporation N/A N/A N/A

Valuation & Earnings

This table compares HubSpot and Appian Corporation’s gross revenue, earnings per share (EPS) and valuation.

Gross Revenue Price/Sales Ratio EBITDA Earnings Per Share Price/Earnings Ratio
HubSpot $318.38 million 8.38 -$34.68 million ($1.17) -61.58
Appian Corporation $146.02 million 11.13 -$25.50 million N/A N/A

Appian Corporation has higher revenue, but lower earnings than HubSpot.

Analyst Recommendations

This is a breakdown of current recommendations for HubSpot and Appian Corporation, as provided by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
HubSpot 0 3 20 0 2.87
Appian Corporation 0 4 1 0 2.20

HubSpot currently has a consensus price target of $72.84, suggesting a potential upside of 1.10%. Appian Corporation has a consensus price target of $18.50, suggesting a potential downside of 31.56%. Given HubSpot’s stronger consensus rating and higher probable upside, research analysts clearly believe HubSpot is more favorable than Appian Corporation.


HubSpot beats Appian Corporation on 6 of the 11 factors compared between the two stocks.

HubSpot Company Profile

HubSpot, Inc. (HubSpot) provides a cloud-based marketing and sales software platform. The Company’s software platform features integrated applications to help businesses attract visitors to their Websites, convert visitors into leads, close leads into customers and delight customers so that they become promoters of those businesses. These integrated applications include social media, search engine optimization, blogging, Website content management, marketing automation, e-mail, sales productivity, customer relationship management (CRM), analytics and reporting. The Company’s products include HubSpot Marketing, HubSpot CRM and HubSpot Sales. The Company offers Professional Services and support. It offers professional services to educate and train customers on how to leverage its software platform and inbound marketing methodology to transform how their business attracts, engages and delights customers.

Appian Corporation Company Profile

Appian Corporation provides a low-code software development platform as a service that enables organizations to develop applications. Through Company’s platform, organizations can design, build and implement, enterprise-grade custom applications. Decision makers can reimagine their products, services, processes and customer interactions. The Company’s platform automates the creation of forms, data flows, records, reports and other software elements. The Company’s SAIL technology allows developers to create an application once and deploy it everywhere. The Company’s products include business process management (BPM) software, case management, mobile application development and platform as a service. The Company provides its services to a range of industries including energy, insurance, health payers and providers, manufacturing, public sector, retail and transportation.

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