RBC Capital analyst Ross MacMillan initiated Pros Holdings with an Outperform rating and a price target of $38. The analyst says the company is gaining "increasing importance" in the price optimization category that is undergoing "falling barriers to adoption given a cloud first delivery model". MacMillan also points to the "large total addressable market" opportunity for Pros Holdings, with as many as 10K companies worldwide seen benefiting from having price optimization software. The analyst estimates this to potentially translate in as much as $5B in incremental revenue when applying the company's current average deal sizes.