Brighthouse Financial (BHF) Competitors

$63.15 +0.43 (+0.69%)

Closing price 06/26/2026 04:00 PM Eastern

Extended Trading

$63.13 -0.02 (-0.03%)

As of 06/26/2026 04:31 PM Eastern

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?

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

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.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Principal Financial Group	$15.63B	1.49	$1.19B	$6.99	15.41
Brighthouse Financial	$6.77B	0.54	$433M	-$2.98	N/A

Principal Financial Group currently has a consensus target price of $100.90, suggesting a potential downside of 6.36%. Brighthouse Financial has a consensus target price of $60.86, suggesting a potential downside of 3.63%. Given Brighthouse Financial's higher probable upside, analysts clearly believe Brighthouse Financial is more favorable than Principal Financial Group.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Principal Financial Group	3 Sell rating(s)	6 Hold rating(s)	3 Buy rating(s)	0 Strong Buy rating(s)	2.00
Brighthouse Financial	3 Sell rating(s)	8 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.73

Principal Financial Group has a beta of 0.88, meaning that its stock price is 12% less volatile than the broader market. Comparatively, Brighthouse Financial has a beta of 0.86, meaning that its stock price is 14% less volatile than the broader market.

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

Principal Financial Group has a net margin of 10.10% compared to Brighthouse Financial's net margin of -1.10%. Brighthouse Financial's return on equity of 16.88% beat Principal Financial Group's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Principal Financial Group	10.10%	16.25%	0.57%
Brighthouse Financial	-1.10%	16.88%	0.43%

In the previous week, Principal Financial Group had 14 more articles in the media than Brighthouse Financial. MarketBeat recorded 15 mentions for Principal Financial Group and 1 mentions for Brighthouse Financial. Brighthouse Financial's average media sentiment score of 1.44 beat Principal Financial Group's score of 0.89 indicating that Brighthouse Financial is being referred to more favorably in the news media.

Company	Overall Sentiment
Principal Financial Group	Positive
Brighthouse Financial	Positive

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?

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

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

Brighthouse Financial has a beta of 0.86, indicating that its share price is 14% less volatile than the broader market. Comparatively, CNO Financial Group has a beta of 0.81, indicating that its share price is 19% 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.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Brighthouse Financial	$6.77B	0.54	$433M	-$2.98	N/A
CNO Financial Group	$4.49B	1.09	$229.30M	$2.49	21.09

Brighthouse Financial currently has a consensus price target of $60.86, indicating a potential downside of 3.63%. CNO Financial Group has a consensus price target of $48.75, indicating a potential downside of 7.17%. Given Brighthouse Financial's higher probable upside, research analysts clearly believe Brighthouse Financial is more favorable than CNO Financial Group.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Brighthouse Financial	3 Sell rating(s)	8 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.73
CNO Financial Group	0 Sell rating(s)	2 Hold rating(s)	3 Buy rating(s)	0 Strong Buy rating(s)	2.60

CNO Financial Group has a net margin of 5.44% compared to Brighthouse Financial's net margin of -1.10%. CNO Financial Group's return on equity of 17.65% beat Brighthouse Financial's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Brighthouse Financial	-1.10%	16.88%	0.43%
CNO Financial Group	5.44%	17.65%	1.18%

In the previous week, CNO Financial Group had 1 more articles in the media than Brighthouse Financial. MarketBeat recorded 2 mentions for CNO Financial Group and 1 mentions for Brighthouse Financial. Brighthouse Financial's average media sentiment score of 1.44 beat CNO Financial Group's score of 0.33 indicating that Brighthouse Financial is being referred to more favorably in the media.

Company	Overall Sentiment
Brighthouse Financial	Positive
CNO Financial Group	Neutral

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 better investment? We will compare the two businesses based on the strength of their analyst recommendations, valuation, earnings, profitability, institutional ownership, media sentiment, risk and dividends.

81.2% of Brighthouse Financial shares are owned by institutional investors. Comparatively, 92.7% of Equitable shares are owned by institutional investors. 1.6% of Brighthouse Financial shares are owned by company insiders. Comparatively, 1.1% of Equitable shares are owned 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.

Brighthouse Financial has a beta of 0.86, indicating that its stock price is 14% less volatile than the broader market. Comparatively, Equitable has a beta of 1.1, indicating that its stock price is 10% more volatile than the broader market.

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.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Brighthouse Financial	$6.77B	0.54	$433M	-$2.98	N/A
Equitable	$11.67B	1.03	-$1.38B	-$2.84	N/A

Brighthouse Financial presently has a consensus target price of $60.86, indicating a potential downside of 3.63%. Equitable has a consensus target price of $58.64, indicating a potential upside of 33.34%. Given Equitable's stronger consensus rating and higher probable upside, analysts plainly believe Equitable is more favorable than Brighthouse Financial.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Brighthouse Financial	3 Sell rating(s)	8 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.73
Equitable	2 Sell rating(s)	0 Hold rating(s)	9 Buy rating(s)	2 Strong Buy rating(s)	2.85

Brighthouse Financial has a net margin of -1.10% compared to Equitable's net margin of -7.26%. Equitable's return on equity of 232.29% beat Brighthouse Financial's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Brighthouse Financial	-1.10%	16.88%	0.43%
Equitable	-7.26%	232.29%	0.58%

In the previous week, Equitable had 4 more articles in the media than Brighthouse Financial. MarketBeat recorded 5 mentions for Equitable and 1 mentions for Brighthouse Financial. Brighthouse Financial's average media sentiment score of 1.44 beat Equitable's score of 0.83 indicating that Brighthouse Financial is being referred to more favorably in the media.

Company	Overall Sentiment
Brighthouse Financial	Positive
Equitable	Positive

Summary

Equitable beats Brighthouse Financial on 13 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 stock? We will compare the two businesses based on the strength of their earnings, dividends, analyst recommendations, valuation, profitability, risk, institutional ownership and media sentiment.

In the previous week, Lincoln National had 4 more articles in the media than Brighthouse Financial. MarketBeat recorded 5 mentions for Lincoln National and 1 mentions for Brighthouse Financial. Brighthouse Financial's average media sentiment score of 1.44 beat Lincoln National's score of 0.31 indicating that Brighthouse Financial is being referred to more favorably in the media.

Company	Overall Sentiment
Brighthouse Financial	Positive
Lincoln National	Neutral

Lincoln National has a net margin of 9.17% compared to Brighthouse Financial's net margin of -1.10%. Lincoln National's return on equity of 18.07% beat Brighthouse Financial's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Brighthouse Financial	-1.10%	16.88%	0.43%
Lincoln National	9.17%	18.07%	0.41%

Brighthouse Financial has a beta of 0.86, suggesting that its share price is 14% less volatile than the broader market. Comparatively, Lincoln National has a beta of 1.17, suggesting that its share price is 17% more volatile than the broader market.

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 company insiders. Comparatively, 1.0% of Lincoln National shares are owned by company insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a stock will outperform the market over the long term.

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.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Brighthouse Financial	$6.77B	0.54	$433M	-$2.98	N/A
Lincoln National	$18.21B	0.38	$1.18B	$8.62	4.25

Brighthouse Financial presently has a consensus target price of $60.86, suggesting a potential downside of 3.63%. Lincoln National has a consensus target price of $43.00, suggesting a potential upside of 17.29%. Given Lincoln National's stronger consensus rating and higher probable 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	3 Sell rating(s)	8 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.73
Lincoln National	2 Sell rating(s)	9 Hold rating(s)	5 Buy rating(s)	0 Strong Buy rating(s)	2.19

Summary

Lincoln National beats Brighthouse Financial on 11 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 contrast the two companies based on the strength of their dividends, risk, valuation, earnings, institutional ownership, analyst recommendations, profitability and media sentiment.

In the previous week, Prudential Financial had 7 more articles in the media than Brighthouse Financial. MarketBeat recorded 8 mentions for Prudential Financial and 1 mentions for Brighthouse Financial. Brighthouse Financial's average media sentiment score of 1.44 beat Prudential Financial's score of 0.92 indicating that Brighthouse Financial is being referred to more favorably in the news media.

Company	Overall Sentiment
Prudential Financial	Positive
Brighthouse Financial	Positive

Prudential Financial has a net margin of 5.83% compared to Brighthouse Financial's net margin of -1.10%. Brighthouse Financial's return on equity of 16.88% beat Prudential Financial's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
Prudential Financial	5.83%	16.33%	0.68%
Brighthouse Financial	-1.10%	16.88%	0.43%

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 will outperform the market over the long term.

Prudential Financial currently has a consensus target price of $101.92, suggesting a potential downside of 5.97%. Brighthouse Financial has a consensus target price of $60.86, suggesting a potential downside of 3.63%. 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)	0 Buy rating(s)	0 Strong Buy rating(s)	1.69
Brighthouse Financial	3 Sell rating(s)	8 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.73

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.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
Prudential Financial	$57.68B	0.65	$3.58B	$9.72	11.15
Brighthouse Financial	$6.77B	0.54	$433M	-$2.98	N/A

Prudential Financial has a beta of 0.86, meaning that its stock price is 14% less volatile than the broader market. Comparatively, Brighthouse Financial has a beta of 0.86, meaning that its stock price is 14% less volatile than the broader market.

Summary

Prudential Financial beats Brighthouse Financial on 8 of the 14 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.

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.

BHF vs. The Competition

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Metric	Brighthouse Financial	INS Industry	Finance Sector	NASDAQ Exchange
Market Cap	$3.63B	$15.78B	$13.90B	$12.19B
Dividend Yield	N/A	3.65%	5.69%	6.23%
P/E Ratio	-21.19	8.96	20.48	24.17
Price / Sales	0.54	1.40	136.11	101.82
Price / Cash	5.06	9.53	19.68	55.62
Price / Book	0.53	1.38	2.26	6.36
Net Income	$433M	$1.06B	$1.14B	$337.99M
7 Day Performance	-0.16%	2.28%	0.90%	0.10%
1 Month Performance	0.57%	2.47%	1.41%	-1.28%
1 Year Performance	16.00%	12.02%	15.38%	27.68%

Brighthouse Financial Competitors List

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Company	MarketRank	Share Price	Analysts' Price Target	1Y Price Performance	Market Cap	Revenue	P/E Ratio	Employee Count	Indicator(s)
BHF Brighthouse Financial	1.4375 of 5 stars	$63.15 +0.7%	$60.86 -3.6%	+16.0%	$3.63B	$6.77B	N/A	1,400	News Coverage
PFG Principal Financial Group	3.6799 of 5 stars	$110.59 -0.5%	$98.10 -11.3%	+36.1%	$24.00B	$15.63B	15.82	11,600	News Coverage Analyst Forecast
CNO CNO Financial Group	2.8942 of 5 stars	$50.32 -0.1%	$48.75 -3.1%	+36.5%	$4.70B	$4.49B	20.21	3,300
EQH Equitable	4.936 of 5 stars	$45.12 +2.5%	$58.64 +30.0%	-21.4%	$12.39B	$11.67B	N/A	8,000	Insider Trade
LNC Lincoln National	4.5699 of 5 stars	$37.52 +0.6%	$43.00 +14.6%	+6.0%	$7.13B	$18.21B	4.35	9,423

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This page (NASDAQ:BHF) was last updated on 6/28/2026 by MarketBeat.com Staff.

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Brighthouse Financial (BHF) Competitors

BHF vs. PFG, CNO, EQH, LNC, and PRU

How does Brighthouse Financial compare to Principal Financial Group?

Summary

How does Brighthouse Financial compare to CNO Financial Group?

Summary

How does Brighthouse Financial compare to Equitable?

Summary

How does Brighthouse Financial compare to Lincoln National?

Summary

How does Brighthouse Financial compare to Prudential Financial?

Summary

New MarketBeat Followers Over Time

Media Sentiment Over Time

BHF vs. The Competition

Brighthouse Financial Competitors List

Related Companies and Tools

Best-in-Class Portfolio Monitoring

Stock Ideas and Recommendations

Advanced Stock Screeners and Research Tools

About MarketBeat

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Terms & Info

Brighthouse Financial (BHF) Competitors

BHF vs. PFG, CNO, EQH, LNC, and PRU

How does Brighthouse Financial compare to Principal Financial Group?

Which has stronger valuation and earnings, PFG or BHF?

Do analysts recommend PFG or BHF?

Which has more risk and volatility, PFG or BHF?

Do insiders & institutionals hold more shares of PFG or BHF?

Is PFG or BHF more profitable?

Does the media prefer PFG or BHF?

Summary

How does Brighthouse Financial compare to CNO Financial Group?

Do institutionals & insiders believe in BHF or CNO?

Which has more volatility and risk, BHF or CNO?

Which has stronger earnings & valuation, BHF or CNO?

Do analysts recommend BHF or CNO?

Is BHF or CNO more profitable?

Does the media prefer BHF or CNO?

Summary

How does Brighthouse Financial compare to Equitable?

Do institutionals and insiders believe in BHF or EQH?

Which has more risk & volatility, BHF or EQH?

Which has better valuation & earnings, BHF or EQH?

Do analysts recommend BHF or EQH?

Is BHF or EQH more profitable?

Does the media favor BHF or EQH?

Summary

How does Brighthouse Financial compare to Lincoln National?

Does the media favor BHF or LNC?

Is BHF or LNC more profitable?

Which has more risk and volatility, BHF or LNC?

Do institutionals & insiders hold more shares of BHF or LNC?

Which has preferable earnings & valuation, BHF or LNC?

Do analysts recommend BHF or LNC?

Summary

How does Brighthouse Financial compare to Prudential Financial?

Does the media prefer PRU or BHF?

Is PRU or BHF more profitable?

Do insiders & institutionals hold more shares of PRU or BHF?

Do analysts recommend PRU or BHF?

Which has better earnings and valuation, PRU or BHF?

Which has more volatility and risk, PRU or BHF?

Summary

New MarketBeat Followers Over Time

Media Sentiment Over Time

BHF vs. The Competition

Brighthouse Financial Competitors List

Related Companies and Tools

MarketBeat All Access Features

Best-in-Class Portfolio Monitoring

Stock Ideas and Recommendations

Advanced Stock Screeners and Research Tools