"Certainly not expensive by any means but i think the market...

"Certainly not expensive by any means but i think the market just struggles to understand what they do."

I'd say this comment is only partially true.

You need to consider the company's poor operating history prior to the recapitalisation & management shuffle and how the market would perceive this business as a result. It's like touching a hot stove and not trusting it's not hot again, even when someone tells you its not.

Give it time to actually show that the business has turned around for good and it will more likely be re-rated, than not.

I think the lack of understanding surrounding the business does contribute to the notion that PureProfile is "cheap" but I'd say it's a secondary factor.