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Brighthouse Financial (BHF) Competitors

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$60.80 -1.37 (-2.20%)
Closing price 08/7/2026 04:00 PM Eastern
Extended Trading
$60.79 -0.01 (-0.02%)
As of 08/7/2026 07:34 PM Eastern
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BHF vs. PFG, CNO, EQH, LNC, and PRU

Should you buy Brighthouse Financial stock or one of its competitors? MarketBeat compares Brighthouse Financial with other companies and stocks that may be similar based on industry, sector, market capitalization, business model, investor interest, or shared news coverage. Companies and stocks commonly compared with Brighthouse Financial include Principal Financial Group (PFG), CNO Financial Group (CNO), Equitable (EQH), Lincoln National (LNC), and Prudential Financial (PRU). These companies are all part of the "finance" sector.

How does Brighthouse Financial compare to Principal Financial Group?

Brighthouse Financial (NASDAQ:BHF) and Principal Financial Group (NASDAQ:PFG) are both finance companies, but which is the better stock? We will contrast the two companies based on the strength of their valuation, analyst recommendations, risk, earnings, media sentiment, institutional ownership, profitability and dividends.

Brighthouse Financial has a net margin of 12.49% compared to Principal Financial Group's net margin of 9.93%. Brighthouse Financial's return on equity of 17.24% beat Principal Financial Group's return on equity.

Company Net Margins Return on Equity Return on Assets
Brighthouse Financial12.49% 17.24% 0.45%
Principal Financial Group 9.93%16.49%0.58%

In the previous week, Principal Financial Group had 6 more articles in the media than Brighthouse Financial. MarketBeat recorded 10 mentions for Principal Financial Group and 4 mentions for Brighthouse Financial. Principal Financial Group's average media sentiment score of 1.16 beat Brighthouse Financial's score of 0.10 indicating that Principal Financial Group is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Brighthouse Financial
2 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral
Principal Financial Group
5 Very Positive mention(s)
1 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

81.2% of Brighthouse Financial shares are held by institutional investors. Comparatively, 75.1% of Principal Financial Group shares are held by institutional investors. 1.6% of Brighthouse Financial shares are held by company insiders. Comparatively, 1.1% of Principal Financial Group shares are held by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company will outperform the market over the long term.

Principal Financial Group has higher revenue and earnings than Brighthouse Financial. Brighthouse Financial is trading at a lower price-to-earnings ratio than Principal Financial Group, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Brighthouse Financial$6.77B0.52$433M-$2.98N/A
Principal Financial Group$15.63B1.55$1.19B$7.0416.11

Brighthouse Financial has a beta of 0.87, meaning that its stock price is 13% less volatile than the broader market. Comparatively, Principal Financial Group has a beta of 0.88, meaning that its stock price is 12% less volatile than the broader market.

Brighthouse Financial presently has a consensus price target of $60.50, suggesting a potential downside of 0.49%. Principal Financial Group has a consensus price target of $105.83, suggesting a potential downside of 6.67%. Given Brighthouse Financial's higher possible upside, equities analysts clearly believe Brighthouse Financial is more favorable than Principal Financial Group.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Brighthouse Financial
2 Sell rating(s)
8 Hold rating(s)
0 Buy rating(s)
0 Strong Buy rating(s)
1.80
Principal Financial Group
3 Sell rating(s)
7 Hold rating(s)
3 Buy rating(s)
0 Strong Buy rating(s)
2.00

Summary

Principal Financial Group beats Brighthouse Financial on 11 of the 16 factors compared between the two stocks.

How does Brighthouse Financial compare to CNO Financial Group?

CNO Financial Group (NYSE:CNO) and Brighthouse Financial (NASDAQ:BHF) are both mid-cap finance companies, but which is the better business? We will contrast the two companies based on the strength of their institutional ownership, risk, analyst recommendations, profitability, media sentiment, dividends, earnings and valuation.

Brighthouse Financial has a net margin of 12.49% compared to CNO Financial Group's net margin of 6.02%. CNO Financial Group's return on equity of 18.76% beat Brighthouse Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
CNO Financial Group6.02% 18.76% 1.24%
Brighthouse Financial 12.49%17.24%0.45%

In the previous week, CNO Financial Group had 18 more articles in the media than Brighthouse Financial. MarketBeat recorded 22 mentions for CNO Financial Group and 4 mentions for Brighthouse Financial. CNO Financial Group's average media sentiment score of 0.67 beat Brighthouse Financial's score of 0.10 indicating that CNO Financial Group is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
CNO Financial Group
5 Very Positive mention(s)
4 Positive mention(s)
8 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Brighthouse Financial
2 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral

95.4% of CNO Financial Group shares are owned by institutional investors. Comparatively, 81.2% of Brighthouse Financial shares are owned by institutional investors. 3.4% of CNO Financial Group shares are owned by insiders. Comparatively, 1.6% of Brighthouse Financial shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company is poised for long-term growth.

CNO Financial Group currently has a consensus price target of $52.50, indicating a potential downside of 4.92%. Brighthouse Financial has a consensus price target of $60.50, indicating a potential downside of 0.49%. Given Brighthouse Financial's higher possible upside, analysts clearly believe Brighthouse Financial is more favorable than CNO Financial Group.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
CNO Financial Group
0 Sell rating(s)
3 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
2.40
Brighthouse Financial
2 Sell rating(s)
8 Hold rating(s)
0 Buy rating(s)
0 Strong Buy rating(s)
1.80

CNO Financial Group has a beta of 0.81, meaning that its share price is 19% less volatile than the broader market. Comparatively, Brighthouse Financial has a beta of 0.87, meaning that its share price is 13% less volatile than the broader market.

Brighthouse Financial has higher revenue and earnings than CNO Financial Group. Brighthouse Financial is trading at a lower price-to-earnings ratio than CNO Financial Group, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
CNO Financial Group$4.49B1.15$229.30M$2.9118.97
Brighthouse Financial$6.77B0.52$433M-$2.98N/A

Summary

CNO Financial Group beats Brighthouse Financial on 11 of the 16 factors compared between the two stocks.

How does Brighthouse Financial compare to Equitable?

Brighthouse Financial (NASDAQ:BHF) and Equitable (NYSE:EQH) are both finance companies, but which is the superior investment? We will contrast the two companies based on the strength of their dividends, institutional ownership, media sentiment, valuation, risk, earnings, analyst recommendations and profitability.

Brighthouse Financial has a net margin of 12.49% compared to Equitable's net margin of -8.72%. Equitable's return on equity of 249.82% beat Brighthouse Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Brighthouse Financial12.49% 17.24% 0.45%
Equitable -8.72%249.82%0.62%

Brighthouse Financial has a beta of 0.87, indicating that its stock price is 13% less volatile than the broader market. Comparatively, Equitable has a beta of 1.09, indicating that its stock price is 9% more volatile than the broader market.

In the previous week, Equitable had 10 more articles in the media than Brighthouse Financial. MarketBeat recorded 14 mentions for Equitable and 4 mentions for Brighthouse Financial. Equitable's average media sentiment score of 1.04 beat Brighthouse Financial's score of 0.10 indicating that Equitable is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Brighthouse Financial
2 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral
Equitable
8 Very Positive mention(s)
1 Positive mention(s)
4 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Brighthouse Financial currently has a consensus target price of $60.50, suggesting a potential downside of 0.49%. Equitable has a consensus target price of $60.75, suggesting a potential upside of 17.80%. Given Equitable's stronger consensus rating and higher possible upside, analysts clearly believe Equitable is more favorable than Brighthouse Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Brighthouse Financial
2 Sell rating(s)
8 Hold rating(s)
0 Buy rating(s)
0 Strong Buy rating(s)
1.80
Equitable
1 Sell rating(s)
2 Hold rating(s)
10 Buy rating(s)
1 Strong Buy rating(s)
2.79

Brighthouse Financial has higher earnings, but lower revenue than Equitable. Brighthouse Financial is trading at a lower price-to-earnings ratio than Equitable, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Brighthouse Financial$6.77B0.52$433M-$2.98N/A
Equitable$11.67B1.21-$1.38B-$3.31N/A

81.2% of Brighthouse Financial shares are held by institutional investors. Comparatively, 92.7% of Equitable shares are held by institutional investors. 1.6% of Brighthouse Financial shares are held by company insiders. Comparatively, 1.1% of Equitable shares are held by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company is poised for long-term growth.

Summary

Equitable beats Brighthouse Financial on 12 of the 17 factors compared between the two stocks.

How does Brighthouse Financial compare to Lincoln National?

Brighthouse Financial (NASDAQ:BHF) and Lincoln National (NYSE:LNC) are both mid-cap finance companies, but which is the better investment? We will compare the two businesses based on the strength of their media sentiment, institutional ownership, profitability, analyst recommendations, dividends, valuation, earnings and risk.

81.2% of Brighthouse Financial shares are owned by institutional investors. Comparatively, 72.8% of Lincoln National shares are owned by institutional investors. 1.6% of Brighthouse Financial shares are owned by insiders. Comparatively, 1.0% of Lincoln National shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a company is poised for long-term growth.

Brighthouse Financial has a beta of 0.87, meaning that its stock price is 13% less volatile than the broader market. Comparatively, Lincoln National has a beta of 1.15, meaning that its stock price is 15% more volatile than the broader market.

Brighthouse Financial has a net margin of 12.49% compared to Lincoln National's net margin of 12.21%. Lincoln National's return on equity of 17.35% beat Brighthouse Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Brighthouse Financial12.49% 17.24% 0.45%
Lincoln National 12.21%17.35%0.41%

In the previous week, Lincoln National had 9 more articles in the media than Brighthouse Financial. MarketBeat recorded 13 mentions for Lincoln National and 4 mentions for Brighthouse Financial. Lincoln National's average media sentiment score of 0.75 beat Brighthouse Financial's score of 0.10 indicating that Lincoln National is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Brighthouse Financial
2 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral
Lincoln National
4 Very Positive mention(s)
1 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Brighthouse Financial presently has a consensus target price of $60.50, indicating a potential downside of 0.49%. Lincoln National has a consensus target price of $46.43, indicating a potential upside of 0.86%. Given Lincoln National's stronger consensus rating and higher possible upside, analysts plainly believe Lincoln National is more favorable than Brighthouse Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Brighthouse Financial
2 Sell rating(s)
8 Hold rating(s)
0 Buy rating(s)
0 Strong Buy rating(s)
1.80
Lincoln National
2 Sell rating(s)
6 Hold rating(s)
7 Buy rating(s)
0 Strong Buy rating(s)
2.33

Lincoln National has higher revenue and earnings than Brighthouse Financial. Brighthouse Financial is trading at a lower price-to-earnings ratio than Lincoln National, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Brighthouse Financial$6.77B0.52$433M-$2.98N/A
Lincoln National$18.21B0.48$1.18B$11.543.99

Summary

Lincoln National beats Brighthouse Financial on 10 of the 16 factors compared between the two stocks.

How does Brighthouse Financial compare to Prudential Financial?

Prudential Financial (NYSE:PRU) and Brighthouse Financial (NASDAQ:BHF) are both finance companies, but which is the better business? We will compare the two businesses based on the strength of their dividends, earnings, risk, analyst recommendations, valuation, institutional ownership, profitability and media sentiment.

In the previous week, Prudential Financial had 31 more articles in the media than Brighthouse Financial. MarketBeat recorded 35 mentions for Prudential Financial and 4 mentions for Brighthouse Financial. Prudential Financial's average media sentiment score of 0.82 beat Brighthouse Financial's score of 0.10 indicating that Prudential Financial is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Prudential Financial
14 Very Positive mention(s)
8 Positive mention(s)
8 Neutral mention(s)
3 Negative mention(s)
1 Very Negative mention(s)
Positive
Brighthouse Financial
2 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral

Prudential Financial has a beta of 0.84, indicating that its stock price is 16% less volatile than the broader market. Comparatively, Brighthouse Financial has a beta of 0.87, indicating that its stock price is 13% less volatile than the broader market.

Prudential Financial has higher revenue and earnings than Brighthouse Financial. Brighthouse Financial is trading at a lower price-to-earnings ratio than Prudential Financial, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Prudential Financial$57.68B0.73$3.58B$11.0410.99
Brighthouse Financial$6.77B0.52$433M-$2.98N/A

Prudential Financial presently has a consensus price target of $105.46, suggesting a potential downside of 13.08%. Brighthouse Financial has a consensus price target of $60.50, suggesting a potential downside of 0.49%. Given Brighthouse Financial's stronger consensus rating and higher possible upside, analysts clearly believe Brighthouse Financial is more favorable than Prudential Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Prudential Financial
5 Sell rating(s)
11 Hold rating(s)
1 Buy rating(s)
0 Strong Buy rating(s)
1.76
Brighthouse Financial
2 Sell rating(s)
8 Hold rating(s)
0 Buy rating(s)
0 Strong Buy rating(s)
1.80

Brighthouse Financial has a net margin of 12.49% compared to Prudential Financial's net margin of 6.51%. Brighthouse Financial's return on equity of 17.24% beat Prudential Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Prudential Financial6.51% 16.68% 0.70%
Brighthouse Financial 12.49%17.24%0.45%

56.8% of Prudential Financial shares are held by institutional investors. Comparatively, 81.2% of Brighthouse Financial shares are held by institutional investors. 0.1% of Prudential Financial shares are held by company insiders. Comparatively, 1.6% of Brighthouse Financial shares are held by company insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a stock is poised for long-term growth.

Summary

Prudential Financial beats Brighthouse Financial on 9 of the 16 factors compared between the two stocks.

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New MarketBeat Followers Over Time

This chart shows the number of new MarketBeat users adding BHF and its top 5 competitors to their watchlist. Each company is represented with a line over a 90 day period.
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Media Sentiment Over Time

This chart shows the average media sentiment of NASDAQ and its competitors over the past 90 days as caculated by MarketBeat. The averaged score is equivalent to the following: Very Negative Sentiment <= -1.5, Negative Sentiment > -1.5 and <= -0.5, Neutral Sentiment > -0.5 and < 0.5, Positive Sentiment >= 0.5 and < 1.5, and Very Positive Sentiment >= 1.5.
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BHF vs. The Competition

MetricBrighthouse FinancialInsurance IndustryFinance SectorNASDAQ Exchange
Market Cap$3.57B$19.60B$14.04B$12.87B
Dividend YieldN/A3.27%5.90%9.91%
P/E Ratio4.8515.7629.1725.24
Price / Sales0.5230.98503.5298.58
Price / Cash4.9912.8438.9649.72
Price / Book0.539.923.716.22
Net Income$433M$1.80B$1.31B$342.66M
7 Day Performance-1.79%1.52%1.43%4.41%
1 Month Performance-7.03%2.27%1.79%-0.28%
1 Year Performance36.57%12.99%13.04%22.60%

Brighthouse Financial Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BHF
Brighthouse Financial
1.6572 of 5 stars
$60.80
-2.2%
$60.50
-0.5%
+32.0%$3.57B$6.77B4.851,400
PFG
Principal Financial Group
3.9078 of 5 stars
$115.13
+1.3%
$105.83
-8.1%
+50.0%$24.34B$15.63B16.3511,600
CNO
CNO Financial Group
3.5374 of 5 stars
$55.28
+0.3%
$52.50
-5.0%
+53.7%$5.14B$4.49B19.003,300
EQH
Equitable
4.9124 of 5 stars
$48.11
+1.0%
$60.08
+24.9%
+2.4%$13.01B$11.67BN/A8,000
LNC
Lincoln National
3.9816 of 5 stars
$46.05
+1.0%
$46.43
+0.8%
+20.4%$8.72B$18.21B3.999,423

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This page (NASDAQ:BHF) was last updated on 8/8/2026 by MarketBeat.com Staff.
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