Board exit and AI competition put Figma (FIG) under the microscope

Recent attention on Figma (FIG) stems from board member Mike Krieger’s resignation, as Anthropic prepares AI design tools that could compete with Figma’s core products and raise fresh questions about competitive pressure and valuation.

That backdrop has been reflected in the share price, with a 1 day share price return of a 6.89% decline and a year to date share price return of a 49.69% decline. Short bursts of gains, such as the recent 7 day share price return of 4.18%, suggest sentiment is still reacting sharply to news on AI competition and Figma’s path to profitability.

If you are weighing Figma’s AI exposure against other opportunities in the sector, it can help to see how peers are priced and growing, starting with 34 AI small caps.

With Figma trading at US$18.92, showing an intrinsic discount of 29.58% and a value score of 3, the question is whether recent AI concerns create an entry point or whether the market already reflects future growth.

Most Popular Narrative: 1% Overvalued

Figma last closed at $18.92, slightly above a narrative fair value of $18.79, so the story here hinges less on the gap and more on the assumptions behind it.

Figma is still strong at the product level. Deeply embedded in modern product teams. It’s not just a design tool, it’s workflow infrastructure. Multiplayer collaboration is native to it. That creates subtle but real switching costs.

Investors may want to consider what kind of growth and profitability profile could justify that price tag. The narrative often blends revenue expansion with improving margins and a premium future earnings multiple. This raises questions about which mix of adoption, pricing power, and long term profitability might sit under that fair value line.

Result: Fair Value of $18.79 (ABOUT RIGHT)

However, this depends on Figma turning heavy AI investment into profitable growth while defending against large incumbents and AI native rivals targeting the same workflows.

Another View: DCF Points to Underpricing

The user narrative pegs fair value close to $18.79, yet our DCF model arrives at a higher future cash flow value of $26.87, with Figma trading at $18.92. That gap suggests the market may be discounting its cash flow potential more heavily than the model does. Which story do you trust more: sentiment or spreadsheets?

Simply Wall St performs a discounted cash flow (DCF) on every stock in the world every day (check out Figma for example). We show the entire calculation in full. You can track the result in your watchlist or portfolio and be alerted when this changes, or use our stock screener to discover 59 high quality undervalued stocks. If you save a screener we even alert you when new companies match - so you never miss a potential opportunity.

Next Steps

The mix of board changes, AI competition, and contrasting valuation stories leaves the mood finely balanced, so it makes sense to check the underlying data yourself and decide how much risk and reward belongs in your portfolio view. To see both sides laid out clearly, start with 3 key rewards and 3 important warning signs.

Looking for more investment ideas?

If Figma feels interesting but not the whole story, broaden your watchlist with other focused stock ideas that match different risk levels, income needs, and value preferences.

• Target stability first by checking out companies in the 70 resilient stocks with low risk scores that may suit a more cautious approach to equity investing.
• Hunt for quality at a discount by reviewing the 59 high quality undervalued stocks and see which names the market might be pricing conservatively.
• Build a watchlist of potential future standouts by scanning the screener containing 23 high quality undiscovered gems before they gain wider attention.

This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.