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Notes from Shift4 Investor Day
Hey!
One of my main takeaways from Shift4 Investor Day is that the company has outgrown the restaurants and hospitality segments. Over the years, they experimented with serving customers from other segments, which culminated with the launch of the Shift4 “Unified Commerce” product.
“Unified Commerce” is a platform for serving global omnichannel merchants. Online acquiring, in-person acquiring, U.S., Europe, Latin America, you name it - “Unified Commerce” can help. The name “Unified Commerce” and the product slogan “One Platform. One Integration” should ring a bell to anyone who is familiar with the European merchant acquirer Adyen.
It is not fair to continue comparing Shift4 to Toast; Shift4 is going into head-to-head competition with Adyen and Stripe. The launch of “Unified Commerce” made this rivalry official. What’s puzzling, though, is that Shift4 used to be valued lower than Toast (based on earnings multiples) because Toast generates a large portion of its revenue from software, while Shift4 was seen primarily as a pure payments company.
But now, the market assigns Shift4 $FOUR ( ▲ 2.68% ) a lower multiple than Adyen $ADYEN ( 0.0% ) , another payments company, even though both are delivering similar growth. So what’s wrong this time? Let’s dive in!
Jevgenijs
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One of my main takeaways from Shift4 Investor Day, which took place in February, was that it is probably not fair anymore to compare Shift4 to Toast. Yes, they are still competitors, but Shift4 has outgrown restaurants and now serves many industries. Restaurants now contribute less than a third of the company’s payment volume.

Image source: Shift4 Investor Day 2025
“…at first glance, it may just appear we're doing a lot more volume in the categories that we already had. But when you unpack unified commerce, you can appreciate all the verticals that we now serve that we previously didn't at the time of our IPO.”
Over time, Shift4 began serving an increasing number of clients that didn’t fall into either the “Restaurants” or “Hospitality” categories. There were retailers, gaming companies, airlines, non-profits, etc. During the investor day, Shift4 announced the launch of Unified Commerce, the company’s new offering for global omnichannel merchants.

Image source: Shift4 Investor Day 2025
“Unified commerce. If it's a vague and nondescript name, that's kind of by design, it's because of a single integration for these customers' needs to allow them to sell everywhere in the world, physical, card-present, e-commerce, et cetera. It's every element of the commerce experience with a single integration, and we're basically enabling these customers all over the world.”
The name “Unified commerce” and the slogan “One platform. One integration” certainly ring a bell for anyone who’s heard of the European payments processor Adyen. Shift4 didn’t hide that they now consider themselves to be direct competitors of Adyen and Stripe. The product’s introduction video featured Shift4’s logo along Adyen and Stripe (see below).

Image source: Shift4 Investor Day 2025
Shift4 is still a much smaller player than Adyen. Thus, in 2024, Shift4 processed $165 billion in payments, Adyen processed almost $1.4 trillion (€1.29 trillion). Adyen’s “Unified Commerce” segment processes over $362 billion (€335 billion), more than twice the total end-to-end volume handled by Shift4.

“We were pleased to also achieve further industry diversification. In H2 [ 2024 ], we saw increased Unified Commerce contributions from non-retail verticals. Hospitality was again among the fastest growing, as exemplified by our partnership with Motel One. This model is proving similarly attractive to another segment of non-retail verticals: F&B businesses.”
I noticed sometime last year that Adyen began moving into Shift4’s territory by announcing new partnerships in the hotel sector and what they refer to as “Food & Beverage” clients. Let’s also not forget that Stripe won Accor Hotels last year. So, I’d say the launch of Shift4’s “Unified Commerce” offering made this rivalry official.

Image source: Stripe
What’s important is that this competition is not limited to the U.S. market. In 2023, Shift4 completed the acquisition of a European PSP Finaro. They also brought the company’s restaurant offering SkyTab to Europe, and even acquired a German point-of-sale distributor, Vectron. Shift4’s ambition to go after European restaurants was clear.

Image source: Shift4 Investor Day 2025
“We've partnered with a very technologically advanced strategic customer and follow them all over the world. They were working with companies like Adyen and DLocal. So from a feature functionality perspective, they already had like best-in-class designs. They already had an understanding about how everything had to work, and we had to match that.”
However, what wasn’t clear (at least to me), that Shift4 had much bigger ambitions for Europe, Adyen’s home market. Shift4 already works with an airline, a multinational food delivery company, and is even rolling out transit payment solutions. Adyen had good times taking share from weak European incumbents, Worldline and Nexi. Now they have company.

“We began solving complex problems for European bus and transit systems. We worked on building out our own open loop solution that provides a seamless experience supporting tap when you enter the station, tap when you leave the station. Our first one was in Portugal, and now we're operating in Romania, Italy, Germany and Greece is about to go live.”
However, Shift4's growth ambitions don’t seem to be limited by Europe. They are quickly expanding geographically, and now offer acquiring capabilities in LatAm, Africa, and Asia. So, Shift4 is ready to compete not only with global giants like Adyen and Stripe, but also with regional players like dLocal.

It’s also not only about launching a product offering for omnichannel merchants and expanding geographical footprint. Shift4 is building its own sales force. Last year, I wrote about Adyen overestimating the power of its platform and underinvesting in sales. Even great products needs sales, especially in the enterprise segment.

Image source: Shift4 Investor Day 2025
“At the time of the IPO, we're a 100% third-party distribution. This is generally partners installing restaurant technology. In some cases, software partners in the hospitality space, bringing us to the table to talk to a casino resort. We've evolved that deliberately and meaningfully to give us, number one, sustained growth on higher and higher numbers and also just much better unit economics.”
Shift4 is also notorious for growing through acquisitions, acquiring both customer portfolios and product capabilities. Thus, in addition to winning deals through their sales team, they can also acquire companies to gain new clients. This is something that Adyen would not do.

Image source: Shift4 Investor Day 2025
Alright, you might ask, but how does this translate to growth? Shift4’s management guided for “high teens” net revenue and Adjusted EBITDA growth (CAGR over the next three years) even if they “sit on their hands” and do nothing. However, if they continue doing what they are doing (including continuing to acquire companies), they aim to achieve 30%+ net revenue and Adjusted EBITDA growth (again, CAGR over the next three years).
In 2024, Shift4 delivered 44% YoY net revenue and 47% YoY Adjusted EBITDA growth. They also guided for 22-27% revenue growth in 2025 and 23-26% Adjusted EBITDA growth in 2025.

Image source: Shift4 Investor Day 2025
“…the most likely case, which is we will continue the Shift4 playbook, utilizing the free cash flow that we generate to do M&A consistent with our playbook. And that is [ revenue ] 3-year CAGR, 30% plus and adjusted EBITDA, 3-year CAGR, 30% plus”
In the meantime, at their Investor Day 2023, Adyen guided for net revenue growth in the “low-twenties and high-twenties” and further improvement to the EBITDA margin (meaning EBITDA growth would be even higher). In 2024, Adyen delivered 22% net revenue and 34% EBITDA growth.

Image source: Adyen Investor Day 2023
“As we look ahead, similar to the trend we saw in 2024, we expect a slight acceleration in our annual net revenue growth rate in 2025 [ 23% YoY in 2024 ]. We plan to continue to add headcount to support our strategic growth in our focus regions. While this will be at a higher rate than we saw in 2024, we expect to grow net revenue at a faster pace than the team. Therefore, we expect EBITDA margin to further expand in 2025.”
So, if Shift4 and Adyen are doing pretty much the same thing and plan to grow at similar rates, they should be valued at similar multiples, shouldn’t they? Wrong! As of this writing, Shift4 trades at less than half of Adyen’s forward P/E multiple (34.1x vs. 16.2x, see the chart below).

Shift4 has always been trading at a lower multiple than Toast, because Toast is considered to be a software company, and Shift4 is considered to be “just” a payments company (or at least this is the only explanation I managed to find in my last year’s essay).
But if Shift4 looks (and grows) more like Adyen going forward, why does it trade at a lower multiple? And it looks like analysts don’t actually believe that Shift4 can deliver on their growth targets. Analysts expect Shift4's Adjusted EBITDA growth to fall to 15% in 2027. The same analysts don’t question Adyen’s ability to deliver on growth targets.

Source: Koyfin
You might wonder why I have Global Payments on the chart and in the table above. You see, Global Payments also went through a period of rapid growth. And this growth was fueled by acquisitions.

“…the nature of our growth made us a more complex company and stressed our operating model. It also complicated our business, making it more difficult for investors to understand us, and at times, making it harder for our customers to interact with us. And candidly, we lost some of our strategic focus as we fell prey to trying to be all things to all customers in all markets.”
Global Payments has expanded its product offering and built a global footprint through acquisitions. However, at some point, this stopped translating into growth. The complexity actually started slowing them down, and now the company is looking at how to refocus on the markets where they have scale.

Image source: Global Payments 2024 Investor Conference
“We also recognize that global does not mean everywhere. We'll provide greater discipline to our organization and to our global presence and focus investment in geographies that can contribute meaningfully to our growth and where we can operate at scale. As a result of this review, we have identified certain assets, markets and lines of business that lack alignment with our strategic focus.”
So what does the future hold for Shift4? Can they keep up with Adyen’s growth? Or will their acquisitions start hunting them down? This is the key question, in my opinion, that will define the multiples that the company trades on. If they are growing as fast as Adyen and can prove that this growth is sustainable, the stock should trade at similar multiples.
I will wrap up with the following. Stripe is trying to get a banking charter in the United States (Adyen is already a bank in Europe and operates in the U.S. through a branch). It’s a special type of charter, a Merchant Acquirer Limited Purpose Bank. It will not allow Stripe to take deposits, but it should allow it to directly connect to Visa and Mastercard and to process payments without a sponsoring bank.
Last year, Fiserv obtained such a license, but do you know which company got it first? Credorax, an Israeli firm that later rebranded as Finaro. Yes, the same Finaro that paved the way for Shift4’s global expansion. Adyen is bank, Stripe will soon have a banking license, and Shift4 should have a U.S. banking license somewhere in its drawers (Finaro has a banking license in Europe too).
Sounds like fun times ahead!
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Cover image source: Shift4
Disclaimer: The views expressed here are my own and do not represent the views of my employer. The information contained in this newsletter is intended for educational and informational purposes only and should not be considered financial advice. You should do your own research or seek professional advice before making any investment decisions. Read the full disclaimer here.