Can Figma (FIG) Stay the Control Layer for Product Design as Competition Mounts?

Figma, Inc. (NYSE:FIG) is one of the best low priced technology stocks to invest in. On June 30, Goldman Sachs reiterated its Buy rating on Figma, Inc. (NYSE:FIG) and kept its price target at $30. The rating came after Goldman’s analysts attended Figma’s investor session and annual user conference.

The analysts described Figma as positioning itself as the control layer for modern product development. They noted the firm focusing its innovation on expanding creative modalities and reducing the fragmentation caused by AI-driven design workflows. The analysts pointed to expanding seat counts across designer and broader user categories as a positive sign, along with the company entering a new AI-driven product cycle centered on its Figma Make tool, whose functionality has improved meaningfully since launch.

Despite this optimism, Goldman flagged real risks ahead. The firm stated that while the most likely near-term path for the  stock is upward due to new products and Figma Make monetization, it may be difficult for shares to sustain gains given ongoing gross margin pressure and increasing competition.

The analysts also held conversations with Figma’s customers, and from which they noted that much of the early prototyping work by non-designers now happens outside Figma’s platform. However, these workflows eventually flow back into Figma for iteration and handoff to developers, the analysts noted. In their view, this process reinforces Figma’s central role in the design process.

Figma, Inc. (NYSE:FIG) is a software company. It develops and sells a collaborative, browser-based platform for designing, prototyping, and building digital experiences, offered through subscription access.

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