Bread Financial (BFH) Stock Price, News & Analysis

Company Overview

Bread Financial, formerly known as Alliance Data Systems, is a Columbus, Ohio–based financial services company that specializes in providing private label credit programs, co-brand credit cards and digital payment solutions for retail partners. The company designs, issues and services proprietary credit products, enabling merchants to offer branded financing options that drive customer loyalty and increase basket sizes at the point of sale. Through its Bread technology platform, Bread Financial delivers installment-based payment options that integrate directly into e-commerce and in-store checkout experiences.

In addition to its core credit offerings, Bread Financial provides analytics, marketing and loyalty services to help merchants better understand consumer behavior and optimize promotional strategies. Its suite of data-driven tools includes customer segmentation, targeted campaigns and performance tracking, all aimed at enhancing the retailer-cardholder relationship. The company serves a diverse range of industries—including specialty apparel, home furnishings, automotive and pet care—across the United States, Canada and the United Kingdom.

Since its inception as Alliance Data in the mid-1990s, the company has evolved through strategic acquisitions and divestitures, most notably spinning off its marketing services business in 2021 and rebranding to Bread Financial in 2022. Bread Financial continues to leverage its deep expertise in consumer credit and loyalty program management to support retail partners in an increasingly digital and omnichannel marketplace.

Key Stats

• Today's Range: $55.05 to $56.49
• 50-Day Range: $54.93 to $67.01
• 52-Week Range: $38.21 to $68.01
• Volume: 746,274 shs
• Average Volume: 711,955 shs
• Market Capitalization: $2.60 billion
• P/E Ratio: 9.44
• Dividend Yield: 1.51%
• Price Target: $66.40
• Consensus Rating: Hold

Bread Financial Stock Analysis - MarketRank™

Bread Financial scored higher than 94% of companies evaluated by MarketBeat, and ranked 137th out of 921 stocks in the finance sector. Scores are calculated by averaging available category scores, with extra weight given to analysis and valuation.

Analyst's Opinion

• Score: 3.5 / 5
• Analyst Rating: Hold

Consensus Rating

Bread Financial has received a consensus rating of Hold. The company's average rating score is 2.00, and is based on 3 buy ratings, 6 hold ratings, and 3 sell ratings.

Upside Potential

Bread Financial has a consensus price target of $66.40, representing about 19.0% upside from its current price of $55.78.

Amount of Analyst Coverage

Bread Financial has been the subject of 7 research reports in the past 90 days, demonstrating strong analyst interest in this stock.

Earnings and Valuation

• Score: 5.0 / 5
• Proj. Earnings Growth: 37.52%

Earnings Growth

Earnings for Bread Financial are expected to grow by 37.52% in the coming year, from $6.45 to $8.87 per share.

Price to Earnings Ratio vs. the Market

The P/E ratio of Bread Financial is 9.44, which means that it is trading at a less expensive P/E ratio than the market average P/E ratio of about 233.14.

Price to Earnings Ratio vs. Sector

The P/E ratio of Bread Financial is 9.44, which means that it is trading at a less expensive P/E ratio than the Finance sector average P/E ratio of about 39.90.

Price to Earnings Growth Ratio

Bread Financial has a PEG Ratio of 0.51. PEG Ratios below 1 indicate that a company could be undervalued.

Price to Book Value per Share Ratio

Bread Financial has a P/B Ratio of 0.91. P/B Ratios below 1 indicate that a company could be undervalued with respect to its assets and liabilities.

Short Interest

• Score: 1.0 / 5
• Short Interest Level: Bearish

Percentage of Shares Shorted

9.61% of the float of Bread Financial has been sold short.

Short Interest Ratio / Days to Cover

Bread Financial has a short interest ratio ("days to cover") of 7.

Change versus previous month

Short interest in Bread Financial has recently increased by 0.68%, indicating that investor sentiment is decreasing.

Dividend

• Score: 2.5 / 5
• Dividend Strength: Moderate

Dividend Yield

Bread Financial pays a meaningful dividend of 1.51%, higher than the bottom 25% of all stocks that pay dividends.

Dividend Growth

Bread Financial does not have a long track record of dividend growth.

Dividend Coverage

The dividend payout ratio of Bread Financial is 14.21%. This payout ratio is at a healthy, sustainable level, below 75%.

Dividend Sustainability

Based on earnings estimates, Bread Financial will have a dividend payout ratio of 9.47% next year. This indicates that Bread Financial will be able to sustain or increase its dividend.

Sustainability and ESG

• Score: N/A
• Environmental Score: N/A

Percentage of Shares Shorted

9.61% of the float of Bread Financial has been sold short.

Short Interest Ratio / Days to Cover

Bread Financial has a short interest ratio ("days to cover") of 7.

Change versus previous month

Short interest in Bread Financial has recently increased by 0.68%, indicating that investor sentiment is decreasing.

News and Social Media

• Score: 2.9 / 5
• News Sentiment: 0.27

News Sentiment

Bread Financial has a news sentiment score of 0.27. This score is calculated as an average of sentiment of articles about the company over the last seven days and ranges from 2 (good news) to -2 (bad news). This is a lower news sentiment than the 0.69 average news sentiment score of Finance companies.

News Coverage This Week

MarketBeat has tracked 13 news articles for Bread Financial this week, compared to 9 articles on an average week.

Search Interest

2 people have searched for BFH on MarketBeat in the last 30 days.

MarketBeat Follows

2 people have added Bread Financial to their MarketBeat watchlist in the last 30 days. This is an increase of 100% compared to the previous 30 days.

Company Ownership

• Score: 3.3 / 5
• Insider Trading: Acquiring Shares

Insider Buying vs. Insider Selling

In the past three months, Bread Financial insiders have bought more of their company's stock than they have sold. Specifically, they have bought $63,458.00 in company stock and sold $0.00 in company stock.

Percentage Held by Insiders

Only 0.62% of the stock of Bread Financial is held by insiders.

Percentage Held by Institutions

99.52% of the stock of Bread Financial is held by institutions. High institutional ownership can be a signal of strong market trust in this company.

BFH Stock Analysis - Frequently Asked Questions

How have BFH shares performed this year?

Bread Financial's stock was trading at $61.06 at the beginning of 2025. Since then, BFH shares have decreased by 8.6% and is now trading at $55.7830.

How were Bread Financial's earnings last quarter?

Bread Financial Holdings, Inc. (NYSE:BFH) issued its quarterly earnings results on Thursday, July, 24th. The company reported $3.14 EPS for the quarter, topping the consensus estimate of $1.85 by $1.29. Bread Financial's revenue was down 1.1% on a year-over-year basis.
Read the conference call transcript.

Is Bread Financial doing a stock buyback?

Bread Financial's board approved a stock buyback plan on Wednesday, August 27th 2025, which authorizes the company to buy back $0 in shares, according to EventVestor. This authorizes the company to buy shares of its stock through open market purchases. Stock repurchase plans are generally an indication that the company's board believes its shares are undervalued.

How do I buy shares of Bread Financial?

Shares of BFH stock can be purchased through any online brokerage account. Popular online brokerages with access to the U.S. stock market include Charles Schwab, E*TRADE, Fidelity, and Vanguard Brokerage Services.

What other stocks do shareholders of Bread Financial own?

Based on aggregate information from My MarketBeat watchlists, some other companies that Bread Financial investors own include Waste Connections (WCN), American Water Works (AWK), The RMR Group (RMR), AU Optronics (AUOTY), DiamondRock Hospitality (DRH), iShares Micro-Cap ETF (IWC) and Triple Flag Precious Metals (TFPM).

Company Calendar

• Last Earnings: 7/24/2025
• Record date for 9/12 Dividend: 8/08/2025
• Ex-Dividend for 9/12 Dividend: 8/08/2025
• Dividend Payable: 9/12/2025
• Today: 10/05/2025
• Next Earnings (Estimated): 10/23/2025
• Fiscal Year End: 12/31/2025

Industry, Sector and Symbol

• Stock Exchange: NYSE
• Sector: Finance
• Industry: FIN - MISC SVCS
• Sub-Industry: Banking
• Current Symbol: NYSE:BFH
• CIK: 1101215
• Web: www.breadfinancial.com
• Phone: (614) 729-4000
• Fax: 214-494-3000
• Employees: 6,000
• Year Founded: 2014

Price Target and Rating

• Average Price Target for Bread Financial: $66.40
• High Price Target: $105.00
• Low Price Target: $50.00
• Potential Upside/Downside: +19.0%
• Consensus Rating: Hold
• Rating Score (0-4): 2.00
• Research Coverage: 12 Analysts

Profitability

• EPS (Trailing Twelve Months): $5.91
• Trailing P/E Ratio: 6.75
• Forward P/E Ratio: 8.65
• P/E Growth: 0.51
• Net Income: $277 million
• Net Margins: 6.05%
• Pretax Margin: 8.13%
• Return on Equity: 13.10%
• Return on Assets: 1.83%

Debt

• Debt-to-Equity Ratio: 0.36
• Current Ratio: 1.18
• Quick Ratio: 1.18

Sales & Book Value

• Annual Sales: $4.80 billion
• Price / Sales: 0.54
• Cash Flow: $11.79 per share
• Price / Cash Flow: 4.73
• Book Value: $61.37 per share
• Price / Book: 0.91

Miscellaneous

• Outstanding Shares: 46,640,000
• Free Float: 46,353,000
• Market Cap: $2.60 billion
• Optionable: Optionable
• Beta: 1.41