  We investigate the interplay of quantum fluctuations and magnetic
anisotropies in metallic ferromagnets. Our central result is that fluctuations
close to a quantum critical point can drive the moments to point along a
magnetic hard axis. As a proof of concept, we show this behavior explicitly for
a generic two-band model with local Coulomb and Hund's interactions, and a
spin-orbit-induced easy plane anisotropy. The phase diagram is calculated
within the fermionic quantum order-by-disorder approach, which is based on a
self-consistent free energy expansion around a magnetically ordered state with
unspecified orientation. Quantum fluctuations render the transition of the
easy-plane ferromagnet first-order below a tricritical point. At even lower
temperatures, directionally dependent transverse fluctuations dominate the
magnetic anisotropy and the moments flip to lie along the magnetic hard axis.
We discuss our findings in the context of recent experiments that show this
unusual ordering along the magnetic hard direction.
