underprice

American  

[uhn-der-prahys] / ˌʌn dərˈpraɪs /

verb (used with object)

underpriced, underpricing

1. to price (goods or merchandise) lower than the standard price or fair value.

2. to undercut (a competitor) by underselling or setting prices below actual cost.

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underprice British  

/ ˌʌndəˈpraɪs /

verb

1. (tr) to price (an article for sale) at too low a level or amount

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Etymology

Origin of underprice

First recorded in 1750–60; under- + price

Example Sentences

Figma’s shares soared 250% in a debut so splashy that bankers came under pressure for leaving money on the table by underpricing it.

From The Wall Street Journal

He buys an underpriced car, fixes it up, and resells it for a $1,000 profit.

From MarketWatch

“San Francisco has dramatically underpriced the value of PG&E’s electric system, suggesting that the assets in San Francisco are worth only about $2-$3 billion,” spokeswoman Lynsey Paulo said in an email.

From Los Angeles Times

“And my guess is that it is largely underpriced by the market.”

From The Wall Street Journal

The periodic volatility throughout the year also helped banks’ trading desks rake in profits as clients look to exit certain sectors and buy what they believed were underpriced assets.

From The Wall Street Journal

Related Words

• underestimate
• undervalue