For years the 5% to 10% returns United Companies Financial Corp.  earned with its insurance subsidiaries masked the 20% growth of the   company's core home equity loan business.   
But the sale of its title insurance company late last year and the  February announcement of a sale of the life insurance subsidiary have   helped the stock recover from $23.50 per share in early January to more   than TKTK at Friday's close.     
  
"The stock has lagged its peer group for some time," said John Coffey,  an analyst at Robinson Humphrey Co., Atlanta. "The restructuring makes the   company a pure play that can be compared to its peers."   
While the 35% gain in the stock price since early January has been a  boon to investors, the shares are still trading at a discount to the   valuations of companies like the Money Store Inc., based in Union, N.J.,   and Aames Financial Corp. of Los Angeles. Based upon First Call's consensus   1996 earnings projections of $2.84 a share, United is trading at just under   11.2 times earnings, compared with around 16 times projected earnings for   its competitors.           
  
John Heffern, an analyst at Natwest Securities Corp., Baltimore, agreed  that this valuation difference makes the stock attractive. 
"At current valuations, we think investors receive more than adequate  compensation for risks associated with an increasingly crowded field" in   home equity finance, he wrote in a research report released Thursday. "But   a step up in our investment rating will take time and greater conviction   that financial surprises have been relegated to the history books."       
So far, it appears management is making strides in this direction, he  added. 
  
United is optimistic about its manufactured housing operation, begun in  November. Likewise, loan originations appear ahead of schedule, in light of   a $450 million securitization of home equity loans priced last month, which   exceeded Mr. Heffern's assumed $420 million of first-quarter loan   originations.       
John Hess, a company vice president and head of investor relations, said  sale of the insurance subsidiaries has allowed investors to recognize the   value of the company's nationwide network. To ensure credit quality is   maintained, he said, United has also invested in technology to tighten the   connection between its Baton Rouge, La., headquarters and the nearly 150   field offices.         
"For the past year and a half or two years, we have been really focused  on our lending operations, but nobody really noticed because of our   association with the life insurance company," he said. "I think people are   beginning to realize the true value of United Companies."     
That is not to say investors have not experienced some bumps in recent  months. After splitting its shares 2-for-1 in October, United saw its stock   price undergo the same gyrations that other consumer lenders experienced.   
  
Investors' concerns about credit quality sent the stock tumbling from  $36.25 a share in mid-October to $28.25 in early November. Those concerns   continued to pummel the stock throughout December and into early January,   when a low of $23.50 was reached.     
But as investors become comfortable with the idea that United can avoid  the pitfalls of the past, analysts are expecting the stock to approach the   valuations of its competitors. Mr. Heffern has given United a target price   in the mid-$30s, and Mr. Coffey said it could reach $40 a share by yearend.     
"We're just assuming they make up just half the valuation gap," to about  13 times projected earnings, he said.