How to Buy Southern Co Stock
Southern Co
Southern Co is a regulated electric utility company located in Georgia, United States, which is part of the Utilities sector, and is traded under the ticker SO on the NYSE exchange.
Southern Co stock last closed at $94.18, up 1.43% from the previous day, and has increased 8.33% in one year. It has underperformed other stocks in the Utilities - Regulated Electric industry by 0.15 percentage points. Southern Co stock is currently +17.05% from its 52-week low of $80.46, and -2.34% from its 52-week high of $96.44.
At the moment, there are 1.1B SO shares outstanding. The market cap of SO is $103.60B. In the last 24 hours, 4.69M SO shares were traded.
How to Buy Southern Co Stock
Wondering how to invest in Southern Co stock? Here's how.
- Figure out where to buy Southern Co stock: You need to decide on an online brokerage, but don't worry - we've tested dozens of online brokerages and apps to help you choose where to buy Southern Co stock.
- Sign up for a brokerage account: Sign up for 0% fee trading with the highest-rated brokerage we've selected.
- Put funds into your investment account: Select your payment method and add your information.
- Research Southern Co stock: The Southern Co ticker symbol is SO. Is Southern Co stock a good investment? Should you buy shares of SO? How do SO's underlying business fundamentals look? Do top analysts think Southern Co is a good buy? Why has SO's stock price moved recently? (Hint: Our stock analysis website can help you decide if SO is a good stock to buy).
- Execute your SO buy order: Decide if you will purchase SO shares at the current market price or use a limit order to purchase SO stock at a particular price.
- Get key alerts regarding your SO position: Create a watchlist to keep tabs on your investment in Southern Co stock.
Step 1: Figure out where to buy Southern Co stock
You need a brokerage account in order to access the NYSE market and buy SO stock.
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Open eToro AccountStep 2: Sign up for a brokerage account
Now that you've selected your brokerage, the next step is to fill out some personal details so you can buy SO stock today.
How to Start a New Investment Account on eToro
- Click here to get started.eToro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk.
- Input your personal details to start your new trading account.
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Step 3: Put funds into your investment account
Now that you've filled out your info on stock apps to use, you can securely and quickly fund your account:
Watch the video below for more details transferring funds into your investment account.
Step 4: Research Southern Co stock
Once you have identified the best place to buy Southern Co stock, it's crucial to analyze their stock before you invest, so you actually wrap your head around the risk and upside.
Overview of key SO info
Southern Co Due Diligence Score
WallStreetZen was built to help everyday investors perform better fundamental analysis.
You can view all of the due diligence checks on SO's stock page.
Is SO stock undervalued?
You can use many financial metrics, analyses, models, and charts to gauge SO's fair value.
Using relative valuations ratios:
- SO may be overvalued based on its P/E ratio of 24.15x, relative to Utilities - Regulated Electric industry P/E ratio of 19.9x
- SO may be overvalued based on its P/B ratio of 2.77x, relative to Utilities - Regulated Electric industry P/B ratio of 1.93x
- SO may be overvalued based on its PEG ratio of 3.04x
You can access additional valuation analysis on SO's stock here.
SO Financial Overview
Pros:
- SO has cash burn of 796000000. It has sufficient cash and short-term investments to cover this for at least one year.
- SO has $1.26B in cash and short term investments. This is sufficient to cover its annual cash burn of $796.00M.
Cons:
- Total SO debt is higher than 5 years ago, relative to shareholder equity.
- SO has a relatively high debt to equity ratio of 2.99.
- There are more short-term liabilities than short-term assets on the SO balance sheet.
- SO profit margin has gone down from 17.6% to 15.1% in the past year.
- There are more long-term liabilities than short-term assets on the SO balance sheet.
Is it a good time to buy Southern Co stock, according to Wall Street analysts?
Out of 13 Equities analysts who give ratings on SO, the consensus analyst rating on Southern Co is a Hold
Please keep in mind that analyst ratings are not stock recommendations, nor are they investment advice.
Latest SO Analyst Recommendations
Stephen Byrd, a top 3% analyst from Morgan Stanley maintains SO with a hold rating and lowers their SO price target from $91.00 to $90.00, on Jun 18, 2025.
J.R. Weston, a top 42% analyst from Raymond James initiates coverage on SO with a buy rating and announces their SO price target of $98.00, on Jun 13, 2025.
Julien Dumoulin-Smith, a top 5% analyst from Jefferies upgrades SO to a strong buy rating and lowers their SO price target from $102.00 to $100.00, on Jun 5, 2025.
Sophie Karp, a top 35% analyst from KeyBanc downgrades SO to a strong sell rating and announces their SO price target of $78.00, on May 14, 2025.
Neil Kalton, a top 8% analyst from Wells Fargo maintains SO with a hold rating and raises their SO price target from $95.00 to $99.00, on May 2, 2025.
You can dig deeper into what analysts are forecasting on the Southern Co stock forecast page.
Metrics for Advanced SO Traders
Is SO Growing Revenue?
Last year, SO earnings were $4.28B. In the last 5 year, SO's earnings have grown by 4.9% per year. This was slower than the Utilities - Regulated Electric industry average of 7.93%.
Last year, SO revenue was $28.36B. During the past 5 year, SO's revenue has increased by 6.66% per year. This was faster than the Utilities - Regulated Electric industry average of 5.16%.
You can research SO's earnings and revenue performance here.
What are SO insiders up to?
Over the past 12 months, executives and large shareholders at SO have sold more shares than they have bought.
Sterling A. Spainhour Jr., EVP CLO of SO, was the latest SO insider to sell. They sold $226,147.60 worth of SO shares on Aug 11, 2025.
Research more about who owns SO stock here.
Does SO stock generate passive income?
Southern Co pays a dividend of 2.31%, compared to the Utilities - Regulated Electric industry's average dividend yield of 2.65%. If you owned $1,000 of SO stock, you would have been paid $23.15 in the past year.
Southern Co dividend payments have consistently grown over the past decade and have remained stable.
Find more analysis about Southern Co dividend yield and history here.
Get analysis from other investors
One of the primary reasons eToro is our favorite brokerage is because of its social trading community.
Click below to learn what other traders have to say.
Step 5: Execute your SO buy order
There are two primary options:
- Market order: A market order is an order to buy or sell a stock at the best available price.
Market orders are generally the easiest way to buy. - Limit order: A limit order lets you buy or sell a stock at a specific price (or better).
If you want to make sure you're buying or selling at a particular price limit, place a limit order.
Hit the Open button and eToro will place the order.
If you want more help with investing in stocks on eToro, watch the how to video below:
Step 6: Get key alerts regarding your SO position
Now that you own some SO shares, you'll want to keep up with your new stock purchase.
Create a watchlist to get notified of the latest news about your SO stock.
SO Feed
How to Buy Stock in Southern Co
To summarize, here are the 6 steps to buy Southern Co stock:
- Figure out where to buy Southern Co stock
- Sign up for a brokerage account
- Put funds into your investment account
- Research Southern Co stock
- Execute your SO buy order
- Get key alerts regarding your SO position
If you need a place to buy stocks, eToro is our favorite venue.
Get Started with eToro TodayIf you would like to keep tabs on your new investment in Southern Co, click below.
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