We use cookies to personalize content and ads, provide social media features, and analyse our traffic. To learn more check our cookies policy.

Buy Alphabet


About Alphabet (GOOGL)

In 2015, Google created a new publicly-listed holding company for its business, called Alphabet, Inc.

With a distinctive stock ticker of ‘GOOGL’ for its NASDAQ Class A Shares, Alphabet holds the operating companies that Google previously owned. This allows Google to focus on its core businesses.

Some history: Google was founded by friends Larry Page and Sergey Brin in 1998 as the first internet boom was gaining momentum. With millions of new websites coming online, there had to be a better way of searching. 

Today, Google’s focus is on search, online advertising, cloud, Maps, mobile operating systems (Android and Chrome), and more recently, productivity solutions like Google Docs, Sheets, Slides, and email.

Alphabet stock price

GOOGL shares are a hot commodity, having listed in August 2004 at $85 per share. On listing, the company was valued at $23 billion (having only started six years earlier), turning its founders into billionaires and many employees into millionaires overnight. 

For the past 10 years, the Google share price (now Alphabet share price) has been steadily trending upwards, with few drops along the way. 

What the bears are saying

  • Google has been facing antitrust lawsuits: The EU fined Google $5 billion in 2018 over how it was using its Android smartphone platform to hurt competition. And in the US, Google (along with other tech majors) has been questioned over its pricing and competitive actions. 
  • Voice: Google's AI voice assistant ('Hey Google') is up against stiff competition from Apple's 'Siri' and Amazon’s ‘Alexa’. While Siri is only available on Apple devices, Alexa is available on many consumer devices - directly taking on Google for market share.
  • It doesn’t always have ‘wins’: Google+ was designed to be the social media competition killer, and Google Wave was meant to take on Twitter and win. But both struggled for years before being shut down at the cost of millions of dollars. What other things is Google investing money into that could be an expensive (or litigious) failure in the future?

What the bulls are saying

  • Google receives 9 out of every 10 internet searches: With an easy-to-use interface and the world’s largest repository of search data, Google practically owns the online search market.  
  • Online advertising is enormous: Google’s Adwords advertising platform delivers billions of dollars in annual revenue for the company. And with the continued rise of YouTube and Google Maps, its advertising revenue is expanding and increasing even further.
  • Google’s footprint is getting wider: With an enormous range of investments from its Android 'Pixel' phones and OS, to Chromebooks, to autonomous vehicles, cloud, and AI, Google will continue to grow market share in every industry it gets involved in.      

How to invest in Alphabet (GOOGL) with Uphold

Forget using complex equity trading platforms - Uphold makes it easy to buy Alphabet shares as well as many other top stocks. You can also buy cryptocurrencies, stablecoins, national currencies, and precious metals. 

Do you want to invest in GOOGL with USD? You only need a verified Uphold account to buy GOOGL shares fast.

Here’s how easy it is to get started:

  1. Go to Uphold.com and click ‘Sign up’. 
  2. Enter your email address, create a password, and complete an identity check.  
  3. Your account will then be activated, and you can start using Uphold.

You can then fund your account with your debit card, credit card, bank account, or crypto deposit. Your Uphold account can be used to make payments to vendors, send money to friends on the other side of the world, and more.

Uphold’s unique ‘Anything-to-Anything’ trading experience will make any exchange a seamless process, all commission-free.

Open an Uphold account

*U.S. stock trading is not available in the U.S., U.K., and certain other jurisdictions.

This article is for informational purposes only and takes no account of particular personal or market circumstances, and should not be relied upon as investment, tax, or legal advice. For investment, tax, or legal advice, and before taking any action you should consult your own advisors. Note that assets such as equities present unique risks for investors.

This content is correct as of October 2020

Get more coin for your coin

0% withdrawal fees

Low spreads

Learn more