Harte-Hanks (HHS) AI Stock Analysis

• Market Cap: $28.72M
• Dividend Yield: N/A
• Average Volume (3M): 21.82K
• Price to Earnings (P/E): ―
• Beta (1Y): 0.34
• Revenue Growth: -4.46%
• EPS Growth: -3053.30%
• Country: US
• Employees: 1,715
• Sector: Industrials
• Sector Strength: 86
• Industry: Advertising Agencies
• EPS (TTM): 0.06
• Shares Outstanding: 7,364,430
• 10 Day Avg. Volume: 52,546
• 30 Day Avg. Volume: 21,820
• PEG Ratio: 1.39
• Price to Book (P/B): 1.43
• Price to Sales (P/S): 0.00
• P/FCF Ratio: -6.97
• Enterprise Value/Market Cap: 1.58
• Enterprise Value/Revenue: 0.06
• Enterprise Value/Gross Profit: 0.53
• Enterprise Value/Ebitda: -0.41
• 1Y Price Target: N/A
• Price Target Upside: N/A
• Rating Consensus: Moderate Buy
• Number of Analyst Covering: 1

• Rating: 45 Neutral
• Price Target: $4.00 ▲(1.27%Upside)

Harte-Hanks exhibits significant financial and technical challenges, with persistent losses and weak market momentum weighing heavily on its stock score. The positive corporate events, such as the credit line extension and leadership changes, offer some optimism for future strategic improvements.

Harte-Hanks Business Overview & Revenue Model

Company Description

Harte Hanks, Inc. operates as a customer experience company in the United States and internationally. It operates through three segments: Marketing Services, Customer Care, and Fulfillment & Logistics Services. The company provides strategic guidance to help clients to plan and execute omni-channel marketing programs; audience identification, profiling, segmentation and prioritization, predictive modeling, and data strategy services; data hygiene and cleansing services; print, broadcast, direct mail, website, app, display, social, mobile, search engine marketing, and voice services; Website and app development, e-commerce enablement, database building and management, platform architecture creation, and marketing automation services; and outsourcing marketing operations solutions. It also offers customer experience management services comprising interact and resolve consumer concerns across hardware and software platforms, healthcare benefit plans, and recalls or a myriad of other customer service issues; CRM and digital transformation solutions to create meaningful customer interactions by connecting content between agent or AI-driven interfaces and web-based self-help tools and community forums; and intelligence-based B2B solutions that understand audiences and their behaviors, and then inspire and drive action to deliver results. In addition, the company provides product, print-on-demand, and mail fulfillment solutions, such as printing on demand, managing product recalls, and distributing literature and promotional products; custom solutions to engage audiences, target customers, support conferences, and appreciate employees; and third-party logistics and freight optimization services. It primarily serves B2B, consumer brand, financial services, retail, and healthcare vertical markets. Harte Hanks, Inc. was founded in 1923 and is headquartered in Chelmsford, Massachusetts.

How the Company Makes Money

Harte-Hanks makes money primarily through its marketing services, which include data analytics, customer engagement solutions, and digital and direct mail marketing. The company's revenue model is centered on providing customized marketing strategies and execution for its clients, which often involves long-term contracts and partnerships. Key revenue streams include fees for strategic consulting, data management, creative development, and the execution of multi-channel marketing campaigns. Harte-Hanks also benefits from partnerships with major technology and data providers, which enable it to enhance its service offerings and maintain a competitive edge in the rapidly evolving marketing landscape.

Harte-Hanks Financial Statement Overview

Summary

Harte-Hanks faces significant financial challenges, with declining revenues and persistent net losses. The balance sheet shows moderate leverage, but the negative cash flow indicates liquidity issues. Overall, the financial health is under pressure, requiring strategic improvements.

Income Statement

The company's income statement shows challenges with declining revenues and profitability. The TTM revenue decreased from $185.24M to $181.36M, marking a revenue decline. The gross profit margin for TTM stands at 47%, indicating some ability to cover costs, but the net profit margin is negative at -16.83%, reflecting consistent net losses. The negative EBIT and EBITDA margins further emphasize operational inefficiencies. Overall, the income statement reflects financial struggles with declining revenue and persistent losses.

Balance Sheet

The balance sheet shows a moderately leveraged position with a debt-to-equity ratio of 1.11, which is reasonable but indicates reliance on debt financing. The equity ratio is 21.31%, suggesting a moderate portion of the company's assets is financed by equity. However, the return on equity is negative, indicating shareholder investments are not yielding profits. The financial position is somewhat stable but reflects risks associated with profitability issues.

Cash Flow

The cash flow statement reveals challenges with generating positive cash flow. The operating cash flow to net income ratio indicates cash outflow from operations, and free cash flow is negative, highlighting the company's struggle to generate cash after capital expenditures. The free cash flow growth rate is also negative, reflecting worsening cash generation. Overall, the cash flow position is weak, raising concerns about liquidity and sustainability.

Breakdown	TTM	Dec 2024	Dec 2023	Dec 2022	Dec 2021	Dec 2020
Income Statement
Total Revenue	181.35M	185.24M	191.49M	206.28M	194.60M	176.90M
Gross Profit	85.20M	91.47M	30.56M	140.58M	144.33M	127.61M
EBITDA	-28.32M	12.05M	9.89M	22.48M	15.20M	-13.53M
Net Income	-30.52M	-30.30M	-1.57M	36.78M	14.97M	-1.69M
Balance Sheet
Total Assets	131.07M	101.78M	122.76M	119.98M	107.86M	119.50M
Cash, Cash Equivalents and Short-Term Investments	18.36M	9.93M	18.36M	10.36M	11.91M	29.41M
Total Debt	28.51M	24.60M	28.51M	22.32M	30.77M	55.06M
Total Liabilities	111.22M	80.09M	102.90M	101.18M	122.85M	162.90M
Stockholders Equity	19.86M	21.69M	19.86M	18.81M	-14.99M	-43.40M
Cash Flow
Free Cash Flow	-4.39M	-6.73M	7.67M	22.99M	-4.81M	-10.54M
Operating Cash Flow	-1.80M	-2.99M	10.48M	28.79M	-1.76M	-7.84M
Investing Cash Flow	-3.32M	-3.74M	-2.31M	-11.49M	-2.90M	-775.00K
Financing Cash Flow	4.15M	-419.00K	-3.22M	-15.82M	-13.41M	7.31M

Harte-Hanks Technical Analysis

• Technical Analysis Sentiment: Negative
• Last Price: 3.95
• 50DMA: Negative
• 100DMA: Negative
• 200DMA: Negative
• MACD: Negative
• RSI: Neutral
• STOCH: Neutral

Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For HHS, the sentiment is Negative. The current price of 3.95 is below the 20-day moving average (MA) of 4.06, below the 50-day MA of 4.42, and below the 200-day MA of 5.48, indicating a bearish trend. The MACD of -0.17 indicates Negative momentum. The RSI at 44.00 is Neutral, neither overbought nor oversold. The STOCH value of 32.71 is Neutral, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for HHS.

Harte-Hanks Peers Comparison

Name	Overall Rating	Market Cap	P/E Ratio	ROE	Dividend Yield	Revenue Growth	EPS Growth
DLX	71 Outperform	$729.71M	13.08	9.10%	7.13%	-2.69%	61.73%
MCHX	61 Neutral	$93.07M	―	-16.55%	―	-2.67%	21.65%
Sector *	58 Neutral	$1.34B	4.20	-2.93%	7.41%	3.67%	-51.13%
SWAG	55 Neutral	$26.98M	―	-12.15%	―	17.04%	-2188.42%
HHS	45 Neutral	$28.72M	―	-147.49%	―	-4.46%	-3053.30%
FLNT	41 Neutral	$42.37M	―	-123.16%	―	-15.07%	33.40%
BAOS		$4.04M	―		―	―	―

Harte-Hanks Corporate Events

Harte-Hanks Extends Credit Line with Texas Capital

On June 24, 2025, Harte Hanks, Inc. extended its $25 million secured revolving line of credit with Texas Capital Bank, now maturing in June 2028. This extension, which includes an option to increase commitments by $10 million, enhances the company’s financial flexibility and supports its growth initiatives. Additionally, David Fisher was appointed as President, effective June 2, 2025, to oversee the company’s business segments and lead its transformation initiative, Project Elevate.

The most recent analyst rating on (HHS) stock is a Buy with a $20.00 price target. To see the full list of analyst forecasts on Harte-Hanks stock, see the HHS Stock Forecast page.

Harte-Hanks Stockholders Approve Key Governance Decisions

At the Harte Hanks 2025 Annual Meeting of Stockholders held on May 22, 2025, stockholders voted on key governance and operational matters. Four board nominees were elected to serve until the 2026 annual meeting, and the compensation of named executive officers was approved on a non-binding advisory basis. Additionally, the selection of Wolf & Company P.C. as the independent registered public accounting firm for the fiscal year ending December 31, 2025, was ratified.

The most recent analyst rating on (HHS) stock is a Buy with a $17.50 price target. To see the full list of analyst forecasts on Harte-Hanks stock, see the HHS Stock Forecast page.