<SEC-DOCUMENT>0000905148-25-002987.txt : 20250814
<SEC-HEADER>0000905148-25-002987.hdr.sgml : 20250814
<ACCEPTANCE-DATETIME>20250814172700
ACCESSION NUMBER:		0000905148-25-002987
CONFORMED SUBMISSION TYPE:	SCHEDULE 13G
PUBLIC DOCUMENT COUNT:		1
FILED AS OF DATE:		20250814
DATE AS OF CHANGE:		20250814

SUBJECT COMPANY:	

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			UPBOUND GROUP, INC.
		CENTRAL INDEX KEY:			0000933036
		STANDARD INDUSTRIAL CLASSIFICATION:	SERVICES-EQUIPMENT RENTAL & LEASING, NEC [7359]
		ORGANIZATION NAME:           	07 Trade & Services
		EIN:				450491516
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		SCHEDULE 13G
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	005-49993
		FILM NUMBER:		251221199

	BUSINESS ADDRESS:	
		STREET 1:		5501 HEADQUARTERS DRIVE
		CITY:			PLANO
		STATE:			TX
		ZIP:			75024
		BUSINESS PHONE:		972-801-1100

	MAIL ADDRESS:	
		STREET 1:		5501 HEADQUARTERS DRIVE
		CITY:			PLANO
		STATE:			TX
		ZIP:			75024

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	RENT A CENTER INC DE
		DATE OF NAME CHANGE:	19990112

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	RENTERS CHOICE INC
		DATE OF NAME CHANGE:	19941128

FILED BY:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			IEQ CAPITAL, LLC
		CENTRAL INDEX KEY:			0001779789
		ORGANIZATION NAME:           	
		EIN:				000000000
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		SCHEDULE 13G

	BUSINESS ADDRESS:	
		STREET 1:		950 TOWER LANE
		STREET 2:		SUITE 1800
		CITY:			FOSTER CITY
		STATE:			CA
		ZIP:			94404
		BUSINESS PHONE:		650-581-9807

	MAIL ADDRESS:	
		STREET 1:		950 TOWER LANE
		STREET 2:		SUITE 1800
		CITY:			FOSTER CITY
		STATE:			CA
		ZIP:			94404
</SEC-HEADER>
<DOCUMENT>
<TYPE>SCHEDULE 13G
<SEQUENCE>1
<FILENAME>primary_doc.xml
<TEXT>
<XML>
<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/schedule13g" xmlns:com="http://www.sec.gov/edgar/common">
<headerData>
<submissionType>SCHEDULE 13G</submissionType>
<filerInfo>
<filer>
<filerCredentials>
<cik>0001779789</cik>
<ccc>XXXXXXXX</ccc>
</filerCredentials>
</filer>
<liveTestFlag>LIVE</liveTestFlag>



</filerInfo>
</headerData>
<formData>
<coverPageHeader>
<securitiesClassTitle>Common Stock, $0.01 par value per share</securitiesClassTitle>
<eventDateRequiresFilingThisStatement>06/30/2025</eventDateRequiresFilingThisStatement>
<issuerInfo>
<issuerCik>0000933036</issuerCik>
<issuerName>UPBOUND GROUP, INC.</issuerName>
<issuerCusip>76009N100</issuerCusip>
<issuerPrincipalExecutiveOfficeAddress>
<com:street1>5501 Headquarters Drive</com:street1>
<com:city>Plano</com:city>
<com:stateOrCountry>TX</com:stateOrCountry>
<com:zipCode>75024</com:zipCode>
</issuerPrincipalExecutiveOfficeAddress>
</issuerInfo>
<designateRulesPursuantThisScheduleFiled>
<designateRulePursuantThisScheduleFiled>Rule 13d-1(b)</designateRulePursuantThisScheduleFiled>
</designateRulesPursuantThisScheduleFiled>
</coverPageHeader>
<coverPageHeaderReportingPersonDetails>

<reportingPersonName>IEQ CAPITAL, LLC</reportingPersonName>
<citizenshipOrOrganization>DE</citizenshipOrOrganization>
<reportingPersonBeneficiallyOwnedNumberOfShares>
<soleVotingPower>2765</soleVotingPower>
<sharedVotingPower>0</sharedVotingPower>
<soleDispositivePower>4540625</soleDispositivePower>
<sharedDispositivePower>0</sharedDispositivePower>
</reportingPersonBeneficiallyOwnedNumberOfShares>
<reportingPersonBeneficiallyOwnedAggregateNumberOfShares>4540625</reportingPersonBeneficiallyOwnedAggregateNumberOfShares>
<aggregateAmountExcludesCertainSharesFlag>N</aggregateAmountExcludesCertainSharesFlag>
<classPercent>7.9</classPercent>
<typeOfReportingPerson>IA</typeOfReportingPerson>
</coverPageHeaderReportingPersonDetails>
<items>
<item1>
<issuerName>UPBOUND GROUP, INC.</issuerName>
<issuerPrincipalExecutiveOfficeAddress>5501 Headquarters Drive, Plano, Texas, 75024</issuerPrincipalExecutiveOfficeAddress>
</item1>
<item2>
<filingPersonName>This Statement is filed on behalf of IEQ CAPITAL, LLC ("IEQ Capital").&#13;
&#13;
This Statement relates to shares of Common Stock held for the accounts of IEQ Capital's clients, for which IEQ Capital serves as investment adviser and may be deemed to beneficially own the shares of Common Stock reported herein.</filingPersonName>
<principalBusinessOfficeOrResidenceAddress>The principal business office of IEQ Capital is 950 TOWER LANE, SUITE 1800, FOSTER CITY, CA 94404.</principalBusinessOfficeOrResidenceAddress>
<citizenship>IEQ Capital is a Delaware limited liability company.</citizenship>
</item2>
<item3>
<notApplicableFlag>N</notApplicableFlag>
<typeOfPersonFiling>IA</typeOfPersonFiling>
</item3>
<item4>
<amountBeneficiallyOwned>As of June 30, 2025, IEQ Capital may be deemed the beneficial owner of 4,540,625 shares of Common Stock.</amountBeneficiallyOwned>
<classPercent>As of June 30, 2025, IEQ Capital may be deemed the beneficial owner of approximately 7.9% of the shares of Common Stock outstanding. This percentage is based on 57,825,534 shares of Common Stock outstanding as of April 24, 2025, as reported in the Issuer's quarterly report on Form 10-Q filed on May 2, 2025.</classPercent>
<numberOfSharesPersonHas>
<solePowerOrDirectToVote>2,765</solePowerOrDirectToVote>
<sharedPowerOrDirectToVote>0</sharedPowerOrDirectToVote>
<solePowerOrDirectToDispose>4,540,625</solePowerOrDirectToDispose>
<sharedPowerOrDirectToDispose>0</sharedPowerOrDirectToDispose>
</numberOfSharesPersonHas>
</item4>
<item5>
<notApplicableFlag>Y</notApplicableFlag>
</item5>
<item6>
<notApplicableFlag>N</notApplicableFlag>
<ownershipMoreThan5PercentOnBehalfOfAnotherPerson>See disclosure in Item 2 hereof. IEQ Capital's clients are known to have the right to receive or the power to direct the receipt of dividends from, or the proceeds from the sale of, the shares of Common Stock covered by this Statement that may be deemed to be beneficially owned by IEQ Capital.</ownershipMoreThan5PercentOnBehalfOfAnotherPerson>
</item6>
<item7>
<notApplicableFlag>N</notApplicableFlag>
<subsidiaryIdentificationAndClassification>See disclosure in Item 2 hereof.</subsidiaryIdentificationAndClassification>
</item7>
<item8>
<notApplicableFlag>Y</notApplicableFlag>
</item8>
<item9>
<notApplicableFlag>Y</notApplicableFlag>
</item9>
<item10>
<notApplicableFlag>N</notApplicableFlag>
<certifications>By signing below I certify that, to the best of my knowledge and belief, the securities referred to above were acquired and are held in the ordinary course of business and were not acquired and are not held for the purpose of or with the effect of changing or influencing the control of the issuer of the securities and were not acquired and are not held in connection with or as a participant in any transaction having that purpose or effect, other than activities solely in connection with a nomination under ?? 240.14a-11.</certifications>
</item10>
</items>
<signatureInformation>
<reportingPersonName>IEQ CAPITAL, LLC</reportingPersonName>
<signatureDetails>
<signature>/s/ Lior Keshet</signature>
<title>Lior Keshet, GC &amp; COO</title>
<date>08/14/2025</date>
</signatureDetails>
</signatureInformation>
</formData>
</edgarSubmission>
</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
