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Bread Financial (BFH) Competitors

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$106.28 -0.58 (-0.54%)
Closing price 09/11/2026 03:58 PM Eastern
Extended Trading
$106.39 +0.11 (+0.10%)
As of 09/11/2026 07:30 PM Eastern
Extended trading is trading that happens on electronic markets outside of regular trading hours. This is a fair market value extended hours price provided by Massive. Learn more.

BFH vs. HBAN, ALLY, ASB, AXP, and C

Should you buy Bread Financial stock or one of its competitors? Bread Financial's main competitors and comparable companies include Huntington Bancshares (HBAN), Ally Financial (ALLY), Associated Banc (ASB), American Express (AXP), and Citigroup (C). Companies are selected based on similarities in market, industry, and size. These companies are all part of the "finance" sector.

How does Bread Financial compare to Huntington Bancshares?

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

Huntington Bancshares has a net margin of 16.64% compared to Bread Financial's net margin of 11.95%. Bread Financial's return on equity of 18.42% beat Huntington Bancshares' return on equity.

Company Net Margins Return on Equity Return on Assets
Bread Financial11.95% 18.42% 2.76%
Huntington Bancshares 16.64%11.19%1.12%

99.5% of Bread Financial shares are held by institutional investors. Comparatively, 80.7% of Huntington Bancshares shares are held by institutional investors. 1.3% of Bread Financial shares are held by insiders. Comparatively, 0.7% of Huntington Bancshares 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.

In the previous week, Huntington Bancshares had 9 more articles in the media than Bread Financial. MarketBeat recorded 17 mentions for Huntington Bancshares and 8 mentions for Bread Financial. Huntington Bancshares' average media sentiment score of 1.11 beat Bread Financial's score of 0.93 indicating that Huntington Bancshares is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Bread Financial
3 Very Positive mention(s)
1 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Huntington Bancshares
9 Very Positive mention(s)
2 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Bread Financial$3.96B1.03$518M$12.828.29
Huntington Bancshares$9.68B3.52$2.21B$1.2913.07

Bread Financial pays an annual dividend of $0.92 per share and has a dividend yield of 0.9%. Huntington Bancshares pays an annual dividend of $0.62 per share and has a dividend yield of 3.7%. Bread Financial pays out 7.2% of its earnings in the form of a dividend. Huntington Bancshares pays out 48.1% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years.

Bread Financial presently has a consensus price target of $112.29, indicating a potential upside of 5.65%. Huntington Bancshares has a consensus price target of $20.24, indicating a potential upside of 20.04%. Given Huntington Bancshares' stronger consensus rating and higher probable upside, analysts plainly believe Huntington Bancshares is more favorable than Bread Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Bread Financial
1 Sell rating(s)
6 Hold rating(s)
8 Buy rating(s)
1 Strong Buy rating(s)
2.56
Huntington Bancshares
1 Sell rating(s)
7 Hold rating(s)
15 Buy rating(s)
1 Strong Buy rating(s)
2.67

Bread Financial has a beta of 1.1, meaning that its stock price is 10% more volatile than the broader market. Comparatively, Huntington Bancshares has a beta of 0.92, meaning that its stock price is 8% less volatile than the broader market.

Summary

Huntington Bancshares beats Bread Financial on 11 of the 18 factors compared between the two stocks.

How does Bread Financial compare to Ally Financial?

Bread Financial (NYSE:BFH) and Ally Financial (NYSE:ALLY) are both finance companies, but which is the better stock? We will contrast the two businesses based on the strength of their media sentiment, analyst recommendations, earnings, dividends, profitability, institutional ownership, risk and valuation.

Bread Financial presently has a consensus price target of $112.29, indicating a potential upside of 5.65%. Ally Financial has a consensus price target of $53.73, indicating a potential upside of 27.68%. Given Ally Financial's stronger consensus rating and higher possible upside, analysts plainly believe Ally Financial is more favorable than Bread Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Bread Financial
1 Sell rating(s)
6 Hold rating(s)
8 Buy rating(s)
1 Strong Buy rating(s)
2.56
Ally Financial
0 Sell rating(s)
2 Hold rating(s)
14 Buy rating(s)
1 Strong Buy rating(s)
2.94

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Bread Financial$3.96B1.03$518M$12.828.29
Ally Financial$7.91B1.62$852M$4.249.93

99.5% of Bread Financial shares are owned by institutional investors. Comparatively, 88.8% of Ally Financial shares are owned by institutional investors. 1.3% of Bread Financial shares are owned by company insiders. Comparatively, 0.5% of Ally Financial shares are owned by company insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a stock will outperform the market over the long term.

Bread Financial pays an annual dividend of $0.92 per share and has a dividend yield of 0.9%. Ally Financial pays an annual dividend of $1.20 per share and has a dividend yield of 2.9%. Bread Financial pays out 7.2% of its earnings in the form of a dividend. Ally Financial pays out 28.3% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years.

Ally Financial has a net margin of 16.75% compared to Bread Financial's net margin of 11.95%. Bread Financial's return on equity of 18.42% beat Ally Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Bread Financial11.95% 18.42% 2.76%
Ally Financial 16.75%11.75%0.79%

In the previous week, Bread Financial had 3 more articles in the media than Ally Financial. MarketBeat recorded 8 mentions for Bread Financial and 5 mentions for Ally Financial. Bread Financial's average media sentiment score of 0.93 beat Ally Financial's score of 0.89 indicating that Bread Financial is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Bread Financial
3 Very Positive mention(s)
1 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Ally Financial
3 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Bread Financial has a beta of 1.1, meaning that its stock price is 10% more volatile than the broader market. Comparatively, Ally Financial has a beta of 1.09, meaning that its stock price is 9% more volatile than the broader market.

Summary

Bread Financial and Ally Financial tied by winning 9 of the 18 factors compared between the two stocks.

How does Bread Financial compare to Associated Banc?

Bread Financial (NYSE:BFH) and Associated Banc (NYSE:ASB) are both mid-cap finance companies, but which is the superior business? We will contrast the two companies based on the strength of their analyst recommendations, valuation, earnings, profitability, media sentiment, institutional ownership, risk and dividends.

99.5% of Bread Financial shares are held by institutional investors. Comparatively, 83.0% of Associated Banc shares are held by institutional investors. 1.3% of Bread Financial shares are held by company insiders. Comparatively, 0.7% of Associated Banc shares are held by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a stock is poised for long-term growth.

Bread Financial pays an annual dividend of $0.92 per share and has a dividend yield of 0.9%. Associated Banc pays an annual dividend of $0.96 per share and has a dividend yield of 3.2%. Bread Financial pays out 7.2% of its earnings in the form of a dividend. Associated Banc pays out 33.6% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Associated Banc has increased its dividend for 13 consecutive years. Associated Banc is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Bread Financial$3.96B1.03$518M$12.828.29
Associated Banc$2.46B2.31$474.78M$2.8610.51

Bread Financial has a beta of 1.1, meaning that its share price is 10% more volatile than the broader market. Comparatively, Associated Banc has a beta of 0.76, meaning that its share price is 24% less volatile than the broader market.

Associated Banc has a net margin of 19.66% compared to Bread Financial's net margin of 11.95%. Bread Financial's return on equity of 18.42% beat Associated Banc's return on equity.

Company Net Margins Return on Equity Return on Assets
Bread Financial11.95% 18.42% 2.76%
Associated Banc 19.66%10.64%1.12%

In the previous week, Bread Financial had 4 more articles in the media than Associated Banc. MarketBeat recorded 8 mentions for Bread Financial and 4 mentions for Associated Banc. Bread Financial's average media sentiment score of 0.93 beat Associated Banc's score of 0.85 indicating that Bread Financial is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Bread Financial
3 Very Positive mention(s)
1 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Associated Banc
2 Very Positive mention(s)
1 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Bread Financial currently has a consensus target price of $112.29, indicating a potential upside of 5.65%. Associated Banc has a consensus target price of $32.00, indicating a potential upside of 6.44%. Given Associated Banc's stronger consensus rating and higher probable upside, analysts plainly believe Associated Banc is more favorable than Bread Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Bread Financial
1 Sell rating(s)
6 Hold rating(s)
8 Buy rating(s)
1 Strong Buy rating(s)
2.56
Associated Banc
0 Sell rating(s)
6 Hold rating(s)
5 Buy rating(s)
1 Strong Buy rating(s)
2.58

Summary

Bread Financial beats Associated Banc on 12 of the 19 factors compared between the two stocks.

How does Bread Financial compare to American Express?

American Express (NYSE:AXP) and Bread Financial (NYSE:BFH) are both finance companies, but which is the better investment? We will contrast the two businesses based on the strength of their valuation, risk, earnings, dividends, media sentiment, analyst recommendations, institutional ownership and profitability.

In the previous week, American Express had 19 more articles in the media than Bread Financial. MarketBeat recorded 27 mentions for American Express and 8 mentions for Bread Financial. American Express' average media sentiment score of 1.02 beat Bread Financial's score of 0.93 indicating that American Express is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
American Express
21 Very Positive mention(s)
0 Positive mention(s)
5 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Positive
Bread Financial
3 Very Positive mention(s)
1 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

American Express has a net margin of 15.07% compared to Bread Financial's net margin of 11.95%. American Express' return on equity of 34.12% beat Bread Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
American Express15.07% 34.12% 3.77%
Bread Financial 11.95%18.42%2.76%

American Express has a beta of 1.05, suggesting that its stock price is 5% more volatile than the broader market. Comparatively, Bread Financial has a beta of 1.1, suggesting that its stock price is 10% more volatile than the broader market.

American Express currently has a consensus price target of $373.32, indicating a potential upside of 14.99%. Bread Financial has a consensus price target of $112.29, indicating a potential upside of 5.65%. Given American Express' higher probable upside, analysts plainly believe American Express is more favorable than Bread Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
American Express
1 Sell rating(s)
10 Hold rating(s)
12 Buy rating(s)
1 Strong Buy rating(s)
2.54
Bread Financial
1 Sell rating(s)
6 Hold rating(s)
8 Buy rating(s)
1 Strong Buy rating(s)
2.56

American Express pays an annual dividend of $3.80 per share and has a dividend yield of 1.2%. Bread Financial pays an annual dividend of $0.92 per share and has a dividend yield of 0.9%. American Express pays out 23.1% of its earnings in the form of a dividend. Bread Financial pays out 7.2% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. American Express has raised its dividend for 4 consecutive years. American Express is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

84.3% of American Express shares are held by institutional investors. Comparatively, 99.5% of Bread Financial shares are held by institutional investors. 0.1% of American Express shares are held by insiders. Comparatively, 1.3% of Bread Financial shares are held by 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.

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
American Express$75.95B2.89$10.83B$16.4819.70
Bread Financial$3.96B1.03$518M$12.828.29

Summary

American Express beats Bread Financial on 14 of the 19 factors compared between the two stocks.

How does Bread Financial compare to Citigroup?

Citigroup (NYSE:C) and Bread Financial (NYSE:BFH) are both finance companies, but which is the superior stock? We will contrast the two businesses based on the strength of their institutional ownership, media sentiment, earnings, risk, analyst recommendations, profitability, dividends and valuation.

In the previous week, Citigroup had 69 more articles in the media than Bread Financial. MarketBeat recorded 77 mentions for Citigroup and 8 mentions for Bread Financial. Bread Financial's average media sentiment score of 0.93 beat Citigroup's score of 0.80 indicating that Bread Financial is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Citigroup
45 Very Positive mention(s)
9 Positive mention(s)
10 Neutral mention(s)
6 Negative mention(s)
7 Very Negative mention(s)
Positive
Bread Financial
3 Very Positive mention(s)
1 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Bread Financial has a net margin of 11.95% compared to Citigroup's net margin of 10.23%. Bread Financial's return on equity of 18.42% beat Citigroup's return on equity.

Company Net Margins Return on Equity Return on Assets
Citigroup10.23% 10.15% 0.72%
Bread Financial 11.95%18.42%2.76%

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Citigroup$91.38B2.59$14.31B$9.2614.99
Bread Financial$3.96B1.03$518M$12.828.29

Citigroup pays an annual dividend of $2.68 per share and has a dividend yield of 1.9%. Bread Financial pays an annual dividend of $0.92 per share and has a dividend yield of 0.9%. Citigroup pays out 28.9% of its earnings in the form of a dividend. Bread Financial pays out 7.2% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Citigroup has raised its dividend for 2 consecutive years. Citigroup is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

71.7% of Citigroup shares are held by institutional investors. Comparatively, 99.5% of Bread Financial shares are held by institutional investors. 0.1% of Citigroup shares are held by insiders. Comparatively, 1.3% of Bread Financial shares are held by insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company will outperform the market over the long term.

Citigroup currently has a consensus price target of $145.22, suggesting a potential upside of 4.61%. Bread Financial has a consensus price target of $112.29, suggesting a potential upside of 5.65%. Given Bread Financial's higher probable upside, analysts clearly believe Bread Financial is more favorable than Citigroup.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Citigroup
0 Sell rating(s)
4 Hold rating(s)
13 Buy rating(s)
2 Strong Buy rating(s)
2.89
Bread Financial
1 Sell rating(s)
6 Hold rating(s)
8 Buy rating(s)
1 Strong Buy rating(s)
2.56

Citigroup has a beta of 1.12, indicating that its stock price is 12% more volatile than the broader market. Comparatively, Bread Financial has a beta of 1.1, indicating that its stock price is 10% more volatile than the broader market.

Summary

Citigroup beats Bread Financial on 11 of the 20 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 BFH 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 NYSE 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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BFH vs. The Competition

MetricBread FinancialConsumer Finance IndustryFinance SectorNYSE Exchange
Market Cap$4.11B$7.16B$13.99B$23.17B
Dividend Yield0.86%12.66%5.94%3.56%
P/E Ratio8.299.0025.6728.71
Price / Sales1.0368.63506.9194.44
Price / Cash6.5411.5340.1633.82
Price / Book1.462.592.754.74
Net Income$518M$442.63M$1.32B$1.07B
7 Day Performance-3.99%-1.84%-1.17%-2.00%
1 Month Performance-3.57%-2.06%0.25%-2.69%
1 Year Performance68.29%7.72%9.27%10.45%

Bread Financial Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
BFH
Bread Financial
3.4293 of 5 stars
$106.28
-0.5%
$112.29
+5.6%
+66.0%$4.11B$3.96B8.296,000
HBAN
Huntington Bancshares
4.9816 of 5 stars
$16.63
-0.8%
$20.24
+21.7%
-5.0%$33.60B$9.68B12.8926,407
ALLY
Ally Financial
4.9724 of 5 stars
$41.90
-0.9%
$53.73
+28.3%
-0.1%$12.75B$7.91B9.8810,300
ASB
Associated Banc
4.3478 of 5 stars
$30.25
-0.9%
$32.00
+5.8%
+13.8%$5.71B$2.46B10.584,000
AXP
American Express
4.4833 of 5 stars
$321.94
-1.3%
$373.32
+16.0%
-1.5%$217.41B$75.95B19.5376,800

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This page (NYSE:BFH) was last updated on 9/12/2026 by MarketBeat.com Staff.
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