Brighthouse Financial (BHF) Competitors

$62.70 +0.16 (+0.26%)

Closing price 04:00 PM Eastern

Extended Trading

$62.68 -0.02 (-0.02%)

As of 05:44 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?

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

Brighthouse Financial has a beta of 0.87, suggesting that its share price is 13% less volatile than the broader market. Comparatively, Principal Financial Group has a beta of 0.89, suggesting that its share price is 11% less volatile than the broader market.

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
Brighthouse Financial	-1.10%	16.88%	0.43%
Principal Financial Group	10.10%	16.25%	0.57%

In the previous week, Principal Financial Group had 6 more articles in the media than Brighthouse Financial. MarketBeat recorded 9 mentions for Principal Financial Group and 3 mentions for Brighthouse Financial. Principal Financial Group's average media sentiment score of 1.02 beat Brighthouse Financial's score of 0.47 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	0 Very Positive mention(s)	0 Positive mention(s)	3 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Neutral
Principal Financial Group	5 Very Positive mention(s)	0 Positive mention(s)	4 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive

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
Brighthouse Financial	$6.77B	0.53	$433M	-$2.98	N/A
Principal Financial Group	$15.63B	1.42	$1.19B	$6.99	14.65

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 endowments, large money managers and hedge funds believe a company is poised for long-term growth.

Brighthouse Financial presently has a consensus price target of $60.86, indicating a potential downside of 2.94%. Principal Financial Group has a consensus price target of $95.33, indicating a potential downside of 6.90%. Given Brighthouse Financial's higher possible 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
Brighthouse Financial	4 Sell rating(s)	7 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.64
Principal Financial Group	1 Sell rating(s)	7 Hold rating(s)	2 Buy rating(s)	0 Strong Buy rating(s)	2.10

Summary

Principal Financial Group beats Brighthouse Financial on 12 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 stock? We will compare the two companies based on the strength of their profitability, analyst recommendations, dividends, media sentiment, institutional ownership, earnings, risk and valuation.

CNO Financial Group presently has a consensus price target of $47.50, indicating a potential downside of 0.69%. Brighthouse Financial has a consensus price target of $60.86, indicating a potential downside of 2.94%. Given CNO Financial Group's stronger consensus rating and higher possible upside, analysts clearly believe CNO Financial Group is more favorable than Brighthouse Financial.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
CNO Financial Group	1 Sell rating(s)	1 Hold rating(s)	3 Buy rating(s)	0 Strong Buy rating(s)	2.40
Brighthouse Financial	4 Sell rating(s)	7 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.64

CNO Financial Group has a beta of 0.82, meaning that its share price is 18% 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.

In the previous week, Brighthouse Financial had 1 more articles in the media than CNO Financial Group. MarketBeat recorded 3 mentions for Brighthouse Financial and 2 mentions for CNO Financial Group. CNO Financial Group's average media sentiment score of 0.50 beat Brighthouse Financial's score of 0.47 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	0 Very Positive mention(s)	1 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive
Brighthouse Financial	0 Very Positive mention(s)	0 Positive mention(s)	3 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Neutral

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
CNO Financial Group	$4.49B	0.99	$229.30M	$2.49	19.21
Brighthouse Financial	$6.77B	0.53	$433M	-$2.98	N/A

95.4% of CNO Financial Group shares are held by institutional investors. Comparatively, 81.2% of Brighthouse Financial shares are held by institutional investors. 3.4% of CNO Financial Group shares are held by insiders. Comparatively, 1.6% of Brighthouse Financial shares are held by insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company will outperform the market over the long term.

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
CNO Financial Group	5.44%	17.65%	1.18%
Brighthouse Financial	-1.10%	16.88%	0.43%

Summary

CNO Financial Group beats Brighthouse Financial on 12 of the 16 factors compared between the two stocks.

How does Brighthouse Financial compare to Equitable?

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

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
Equitable	-7.26%	232.29%	0.58%
Brighthouse Financial	-1.10%	16.88%	0.43%

In the previous week, Equitable had 12 more articles in the media than Brighthouse Financial. MarketBeat recorded 15 mentions for Equitable and 3 mentions for Brighthouse Financial. Equitable's average media sentiment score of 0.90 beat Brighthouse Financial's score of 0.47 indicating that Equitable is being referred to more favorably in the media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Equitable	9 Very Positive mention(s)	0 Positive mention(s)	3 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive
Brighthouse Financial	0 Very Positive mention(s)	0 Positive mention(s)	3 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Neutral

92.7% of Equitable shares are held by institutional investors. Comparatively, 81.2% of Brighthouse Financial shares are held by institutional investors. 1.1% of Equitable 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 large money managers, hedge funds and endowments believe a stock will outperform the market over the long term.

Brighthouse Financial has lower revenue, but higher earnings 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
Equitable	$11.67B	1.03	-$1.38B	-$2.84	N/A
Brighthouse Financial	$6.77B	0.53	$433M	-$2.98	N/A

Equitable currently has a consensus price target of $58.18, indicating a potential upside of 36.09%. Brighthouse Financial has a consensus price target of $60.86, indicating a potential downside of 2.94%. Given Equitable's stronger consensus rating and higher possible upside, equities research analysts plainly believe Equitable is more favorable than Brighthouse Financial.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Equitable	2 Sell rating(s)	0 Hold rating(s)	9 Buy rating(s)	2 Strong Buy rating(s)	2.85
Brighthouse Financial	4 Sell rating(s)	7 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.64

Equitable has a beta of 1.13, indicating that its stock price is 13% more 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.

Summary

Equitable beats Brighthouse Financial on 14 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 institutional ownership, media sentiment, dividends, valuation, risk, profitability, earnings and analyst recommendations.

In the previous week, Lincoln National had 9 more articles in the media than Brighthouse Financial. MarketBeat recorded 12 mentions for Lincoln National and 3 mentions for Brighthouse Financial. Lincoln National's average media sentiment score of 0.72 beat Brighthouse Financial's score of 0.47 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	0 Very Positive mention(s)	0 Positive mention(s)	3 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Neutral
Lincoln National	5 Very Positive mention(s)	1 Positive mention(s)	4 Neutral mention(s)	1 Negative mention(s)	0 Very Negative mention(s)	Positive

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 company will outperform the market over the long term.

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 1.2, meaning that its stock price is 20% more volatile than the broader market.

Brighthouse Financial presently has a consensus price target of $60.86, suggesting a potential downside of 2.94%. Lincoln National has a consensus price target of $44.00, suggesting a potential upside of 26.86%. 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	4 Sell rating(s)	7 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.64
Lincoln National	2 Sell rating(s)	9 Hold rating(s)	5 Buy rating(s)	0 Strong Buy rating(s)	2.19

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	0.53	$433M	-$2.98	N/A
Lincoln National	$18.21B	0.36	$1.18B	$8.62	4.02

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%

Summary

Lincoln National beats Brighthouse Financial on 12 of the 16 factors compared between the two stocks.

How does Brighthouse Financial compare to Prudential Financial?

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

81.2% of Brighthouse Financial shares are owned by institutional investors. Comparatively, 56.8% of Prudential Financial shares are owned by institutional investors. 1.6% of Brighthouse Financial shares are owned by insiders. Comparatively, 0.1% of Prudential Financial shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock will outperform the market over the long term.

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
Brighthouse Financial	-1.10%	16.88%	0.43%
Prudential Financial	5.83%	16.33%	0.68%

In the previous week, Prudential Financial had 22 more articles in the media than Brighthouse Financial. MarketBeat recorded 25 mentions for Prudential Financial and 3 mentions for Brighthouse Financial. Prudential Financial's average media sentiment score of 0.80 beat Brighthouse Financial's score of 0.47 indicating that Prudential Financial is being referred to more favorably in the news media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
Brighthouse Financial	0 Very Positive mention(s)	0 Positive mention(s)	3 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Neutral
Prudential Financial	16 Very Positive mention(s)	1 Positive mention(s)	5 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive

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
Brighthouse Financial	$6.77B	0.53	$433M	-$2.98	N/A
Prudential Financial	$62.98B	0.57	$3.58B	$9.72	10.60

Brighthouse Financial currently has a consensus target price of $60.86, suggesting a potential downside of 2.94%. Prudential Financial has a consensus target price of $101.50, suggesting a potential downside of 1.50%. Given Prudential Financial's higher probable upside, analysts clearly believe Prudential Financial is more favorable than Brighthouse Financial.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
Brighthouse Financial	4 Sell rating(s)	7 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.64
Prudential Financial	6 Sell rating(s)	9 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	1.60

Brighthouse Financial has a beta of 0.87, meaning that its stock price is 13% less volatile than the broader market. Comparatively, Prudential 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 10 of the 15 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	$3.59B	$16.49B	$13.37B	$12.28B
Dividend Yield	N/A	3.45%	5.87%	5.30%
P/E Ratio	-21.04	8.65	23.72	25.24
Price / Sales	0.53	1.39	166.77	74.17
Price / Cash	5.02	9.14	19.91	37.27
Price / Book	0.52	1.33	2.18	6.63
Net Income	$433M	$1.06B	$1.13B	$335.41M
7 Day Performance	2.60%	0.50%	-0.84%	-1.83%
1 Month Performance	0.77%	-2.21%	-1.14%	-1.16%
1 Year Performance	2.80%	10.02%	9.48%	28.31%

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	1.0727 of 5 stars	$62.70 +0.3%	$60.86 -2.9%	+2.5%	$3.59B	$6.77B	N/A	1,400	Earnings Report
PFG Principal Financial Group	3.8484 of 5 stars	$100.19 -0.3%	$95.33 -4.8%	N/A	$21.71B	$15.63B	14.33	11,600
CNO CNO Financial Group	2.5342 of 5 stars	$45.69 -0.7%	$47.50 +4.0%	+21.0%	$4.30B	$4.49B	18.35	3,300
EQH Equitable	4.8829 of 5 stars	$40.94 -3.9%	$58.09 +41.9%	-20.5%	$11.99B	$11.67B	N/A	8,000	Insider Trade
LNC Lincoln National	4.9513 of 5 stars	$34.71 -3.0%	$43.71 +25.9%	-0.1%	$6.85B	$18.21B	4.03	9,423

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This page (NASDAQ:BHF) was last updated on 5/18/2026 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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Brighthouse Financial (BHF) Competitors

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

How does Brighthouse Financial compare to Principal Financial Group?

Which has more risk and volatility, BHF or PFG?

Is BHF or PFG more profitable?

Does the media refer more to BHF or PFG?

Which has preferable valuation and earnings, BHF or PFG?

Do institutionals & insiders believe in BHF or PFG?

Do analysts recommend BHF or PFG?

Summary

How does Brighthouse Financial compare to CNO Financial Group?

Do analysts rate CNO or BHF?

Which has more risk and volatility, CNO or BHF?

Does the media favor CNO or BHF?

Which has preferable earnings and valuation, CNO or BHF?

Do insiders & institutionals believe in CNO or BHF?

Is CNO or BHF more profitable?

Summary

How does Brighthouse Financial compare to Equitable?

Is EQH or BHF more profitable?

Does the media prefer EQH or BHF?

Do institutionals and insiders hold more shares of EQH or BHF?

Which has better valuation & earnings, EQH or BHF?

Do analysts rate EQH or BHF?

Which has more risk and volatility, EQH or BHF?

Summary

How does Brighthouse Financial compare to Lincoln National?

Does the media refer more to BHF or LNC?

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

Which has more volatility & risk, BHF or LNC?

Do analysts rate BHF or LNC?

Which has higher valuation and earnings, BHF or LNC?

Is BHF or LNC more profitable?

Summary

How does Brighthouse Financial compare to Prudential Financial?

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

Is BHF or PRU more profitable?

Does the media refer more to BHF or PRU?

Which has preferable earnings & valuation, BHF or PRU?

Do analysts rate BHF or PRU?

Which has more volatility and risk, BHF or PRU?

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