underprice

[uhn-der-prahys]

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.

underprice

/ ˌʌndəˈpraɪs /

verb

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

Word History and Origins

Origin of underprice¹

First recorded in 1750–60; under- + price

Example Sentences

“This suggests that credit is the single-most underpriced macro risk for the U.S. equity market,” the report said.

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When IBM stock was trading at $34 a share and had been hopping around madly for the past year, an option to buy it for $35 a share anytime soon was seldom underpriced.

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Reviews by the Commerce Department have often found one or more Italian companies guilty of underpricing their pasta.

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Blue Owl built its direct-lending business by borrowing from the Silicon Valley playbook of “Scale first, monetize later,” or by underpricing established private-credit firms External link to gain deal flow, and raising fees later.

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Some strategists worry investors could be dangerously underpricing the potential for more blowups.

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Related Words

• underestimate 
• undervalue