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 $89.64, up 0.9% from the previous day, and has increased 16.16% in one year. It has underperformed other stocks in the Utilities - Regulated Electric industry by 0.04 percentage points. Southern Co stock is currently +16.96% from its 52-week low of $76.64, and -5.09% from its 52-week high of $94.45.
There are currently 1.1B SO shares outstanding. The market value of SO is $98.52B. In the last 24 hours, 3.13M 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 pick 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 identified.
- Put funds into your investment account: Select your method of payment 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 market research tools can help you figure out 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 given price.
- Get key alerts regarding your SO position: Create a watchlist to key updates about your new investment in Southern Co shares.
Step 1: Figure out where to buy Southern Co stock
You need a brokerage account to access the NYSE market and buy SO shares.
Our preferred brokerage: eToro
Based on our research, eToro is the best place to buy stocks. eToro gives you:
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- Social investing: eToro offers a community with more than 20 million users globally. Talk to, learn from, and copy the crypto trades of other investors.
- Security: eToro is a regulated and licensed fintech leader.
- Buy other financial assets: Such as ETFs and cryptos.
Get $10 towards your purchase of stock by signing up for an account with eToro today. This offer is only for US users.
Open eToro AccountStep 2: Sign up for a brokerage account
Now that you've selected the right brokerage, the next step is to fill out some personal details so you are able to buy SO 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.
- Provide your personal details to start your new brokerage account.
- Submit your info by clicking the "Create Account" button. Get started with eToro today
Step 3: Put funds into your investment account
Now that you have created your account on a good stock buying app, your next step is to transfer the money for your investment:
Watch the video below if you need help transferring funds into your new investment account.
Step 4: Research Southern Co stock
After you have identified the best place to buy Southern Co stock, it's important to analyze their stock prior to investing, so you can comprehend the risk and upside.
Southern Co Metrics
Southern Co Fundamentals
WallStreetZen was designed to help part-time investors do better fundamental analysis in less time.
You can view all of the due diligence checks on SO's stock page.
Is SO stock undervalued?
Investors use a variety of different financial metrics, analyses, models, and charts to gauge SO's true value.
Using relative valuations metrics:
- SO could be overvalued based on its P/E ratio of 21.34x, relative to Utilities - Regulated Electric industry P/E ratio of 20.05x
- SO may be overvalued based on its P/B ratio of 2.65x, relative to Utilities - Regulated Electric industry P/B ratio of 1.88x
- SO may be overvalued based on its PEG ratio of 4.2x
You can do additional valuation analysis on SO's stock here.
SO Financial Health Summary
Cons:
- SO's operating cash flow of $9.73B allows it to safely service it's debt of $70.12B.
- Total SO debt is higher than 5 years ago, relative to shareholder equity.
- There are more long-term liabilities than short-term assets on the SO balance sheet.
- SO earnings of $8.43B is not sufficient to cover its interest payments.
- SO has a relatively high debt to equity ratio of 2.98.
- There are more short-term liabilities than short-term assets on the SO balance sheet.
- SO profit margin has gone down from 16.7% to 16.5% in the past year.
Do Wall Street analysts think it's a good time to buy Southern Co stock
Out of 10 Wall Street analysts who give forecasts on SO, the consensus analyst rating on Southern Co is a Hold
It's important to note that analyst ratings are not recommendations, nor are they investment advice.
Latest SO Analyst Forecasts
Jeremy Tonet, a top 10% analyst from JP Morgan upgrades SO to a hold rating and announces their SO price target of $94.00, on Apr 8, 2025.
Daniel Ford, a top 12% analyst from UBS maintains SO with a hold rating and raises their SO price target from $94.00 to $97.00, on Mar 21, 2025.
Stephen Byrd, a top 3% analyst from Morgan Stanley maintains SO with a hold rating and raises their SO price target from $88.00 to $91.00, on Mar 20, 2025.
Anthony Crowdell, a top 12% analyst from Mizuho maintains SO with a hold rating and raises their SO price target from $83.00 to $85.00, on Feb 3, 2025.
Andrew Weisel, a top 20% analyst from ScotiaBank maintains SO with a buy rating and raises their SO price target from $96.00 to $98.00, on Dec 12, 2024.
You can dive deeper into what analysts are projecting on the Southern Co stock forecast page.
Metrics for Advanced SO Traders
SO Revenue
Last year, SO earnings were $4.61B. Over the past five year, SO's earnings have grown by 4.63% per year. This was slower than the Utilities - Regulated Electric industry average of 12.11%.
Last year, SO revenue was $27.85B. In the last 5 year, SO's revenue has gone up by 5.79% per year. This was faster than the Utilities - Regulated Electric industry average of 4.22%.
You can research SO's earnings and revenue performance here.
Are SO executives and large shareholders buying or selling the stock?
In the last 12 months, insiders at SO have sold more shares than they have bought.
Stan W. Connally, EVP COO of SO, was the latest SO insider to sell. They sold $1,153,000.00 worth of SO shares on Mar 31, 2025.
Research more about who owns SO stock here.
Does SO stock generate passive income?
Southern Co pays a dividend of 2.41%, compared to the Utilities - Regulated Electric industry's average dividend yield of 2.63%. If you owned $1,000 worth of SO stock, you would have received $24.10 in the past 12 months.
Southern Co dividend payments have consistently grown over the past decade and have remained stable.
Find more data about Southern Co dividend yield and history here.
What others are saying about SO
One of the major reasons eToro is our favorite brokerage is because of its social trading community.
Click below to find out what other traders have to say.
Step 5: Execute your SO buy order
There are two primary order types:
- Market order: A market order is an order to buy or sell a stock at the best available price.
Market orders are usually fine for most investors. - Limit order: A limit order allows you to buy or sell a stock at a specific price (or better).
If you want to make sure you're buying or selling at a specific price limit, place a limit order.
Press the Open button and eToro will place the order.
If you require additional assistance investing in stocks on eToro, watch the helpful video below:
Step 6: Get key alerts regarding your SO position
Now that you own some shares in SO, you'll want to stay up-to-date on your stock purchase.
Make a watchlist to keep track of your SO stock.
SO Feed
How to Buy Stock in Southern Co
To summarize, here are the 6 steps to buy stock in Southern Co:
- 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 are looking for a brokerage, eToro is our recommended option.
Get Started with eToro TodayIf you would like to get the latest scoop on your new investment in Southern Co, create your watchlist below.
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