Keefe Bruyette increased its price target for The Western Union Company (NYSE:WU) to $10 from $9 on January 2, maintaining a Market Perform rating. The adjustment was part of a broader review of price targets in the consumer finance and payments sector, not a reflection of a significant change specific to Western Union.
The company has been working to alter investor perceptions of its business. Efforts include a strong push on digital transformation to modernize its platform for customers using online and mobile transfers. Western Union has also been growing its travel money business, developing a revenue stream beyond its core remittance services.
A notable aspect of the strategy involves stablecoins. Western Union is examining how stablecoin technology could integrate into its remittance model amid ongoing changes in cross-border payments. In October, the company announced plans to launch its own US Dollar Payment Token (USDPT) and a Digital Asset Network to bridge digital assets with traditional fiat currencies.
USDPT will be built on the Solana blockchain and issued by Anchorage Digital Bank. Western Union aims to expand money movement options across its customer, agent, and partner networks while enhancing internal treasury flexibility. The token is expected to launch in the first half of 2026 and be accessible through partner exchanges to support distribution and usability from the start.
The Western Union Company (NYSE:WU) operates globally in cross-border and cross-currency money movement, payments, and digital financial services for consumers, businesses, financial institutions, and government clients.