BREAD FINANCIAL HOLDINGS INC (BFH)
Financials · Consumer Finance · NYSE
A tech-enabled financial services firm providing private-label and co-brand credit cards and point-of-sale financing to major retail partners and their customers.
What BREAD FINANCIAL HOLDINGS INC does
Bread Financial Holdings is a tech-forward financial services company providing co-brand and private-label credit cards, installment loans, and savings products. It partners with large consumer-facing brands across various retail verticals to offer personalized payment and loyalty solutions to millions of U.S. consumers. The company operates through its two insured depository institutions, Comenity Bank and Comenity Capital Bank.
Themes: consumer credit, fintech / payments, buy now pay later (BNPL), co-brand credit cards, loyalty marketing
Fundamentals
- Price$100.73 as of 2026-10-08 close
- Market cap$3.9B as of 2026-07-22 (share count; price 2026-10-08)
- 1-year return+83.1% 2025-10-08 close $55.02 → 2026-10-08 close $100.73
- P/E7.80 as of 2026-10-08
- ROE+15.6% FY2025, SEC XBRL
- Debt / equity5.35 as of 2026-09-03
- Revenue growth (YoY)-1.1% as of 2026-09-03
- Revenue CAGR (3y)-6.2% SEC XBRL
- Beta1.45 as of 2026-09-03
- Last reported earnings2026-07-23 SEC EDGAR Form 8-K (Item 2.02)
Dividend: yield +0.8%; 5-year non-decreasing per-share dividend streak (SEC XBRL).
How BFH compares in its sector
- price-to-earnings ratiobottom 25% 513 covered Financials peers, as of 2026-10-08
- operating marginmiddle range 122 covered Financials peers, as of 2026-09-03
- return on equitytop 25% 559 covered Financials peers, as of 2026-09-03
- 3-year revenue CAGRbottom 10% 347 covered Financials peers
- indicated dividend yieldbottom 25% 468 covered Financials peers, as of 2026-09-03
Position among covered Financials companies that report each metric (minimum 5 peers). A relative position within our covered catalog — not a valuation, quality, or investment judgment. A higher percentile is simply a higher value (for P/E, more expensive on earnings — never "better"). Informational only.
Top 10 scores & list membership
BFH is not currently in any published Top 10 list. Its scores are below.
Top 10 score
48.9 #798 of 1,379 scored · #176 of 220 in Financials
Valuation 90th (price to book 1.2, price to earnings 7.8) and capital return 78th (net share count bought back over the year 5.6, consecutive years of dividend increases 5 years); weakest is financial health (7th, debt to equity 5.4).
Scores as of 8 Oct 2026. Each bar is a percentile: how this company ranked against every company the score ranked, 0–100. A list is a published formula and its output, not a recommendation. Method version 4.
Dividend coverage (FY2025)
Covered by reported results. In FY2025, BFH's dividend was covered by reported results (earnings payout 8%, operating-cash-flow payout 2%). This describes past coverage, not a forecast.
- Earnings payout8% dividends / net income
- Operating-cash-flow payout2% dividends / operating cash flow — capital spending was not reported, so this does not subtract it
Coverage derived from reported SEC EDGAR XBRL figures for FY2025 (dividends paid vs. net income and free cash flow, same fiscal year). This describes PAST coverage for one fiscal year — it does not predict whether a dividend will be maintained, raised, or cut, and a one-year payout ratio can be distorted by non-recurring items. Informational only — not financial advice.
How BREAD FINANCIAL HOLDINGS INC looks technically
BREAD FINANCIAL HOLDINGS INC (BFH) is trading 12.9% above its 200-day average, the long-term trend line — a longer-term uptrend. Its 50-day average crossed above its 200-day average about 302 trading days ago — a "golden cross", a bullish long-term signal. A trend is forming but not yet strong — ADX, a 0–100 trend-strength gauge, is 24 (a reading of 25+ marks a strong trend). Momentum is neutral — its 14-day RSI (a 0–100 momentum gauge) is 46, neither overbought (above 70) nor oversold (below 30). It made a new 20-day low about 6 trading days ago.
Trend
8
| Distance from the 200-day | it is trading 12.9% above its 200-day average, the long-term trend line — a longer-term uptrend | +12.9% |
|---|---|---|
| 50-day moving average | its average price over the last 50 trading days — a short-term trend line — is $106.10 | $106.10 |
| 200-day moving average | its average price over the last 200 trading days — the long-term trend line — is $89.21 | $89.21 |
| Swing structure | each recent peak has been lower than the one before it and each dip deeper — the pattern chart-watchers call a downtrend, which describes where price has already been and not where it goes next | lower highs and lower lows |
| Last swing turn | its last significant turn was a swing low 7 calendar days ago — the swings before that are what the structure reading is measured on | 7 sessions |
| Wave structure | its recent swings can be read as a five-part downward sequence — what Elliott-wave chartists call an impulse — now in the fourth leg, a pullback against that downward direction; the labelling fails if price closes above 100.77. It is one of several labellings that fit, and it describes the swings already printed, not what comes next. The same swings also read as a completed three-part correction. | possible downward five-wave sequence, in wave 4 (one of several readings) |
| Since the 50/200 cross | its 50-day average crossed above its 200-day average about 302 trading days ago — a "golden cross", a bullish long-term signal | 302 sessions |
| Trend strength (14-day ADX) | a trend is forming but not yet strong — ADX, a 0–100 trend-strength gauge, is 24 (a reading of 25+ marks a strong trend) | 24.2 |
Momentum
3
| 14-day RSI | momentum is neutral — its 14-day RSI (a 0–100 momentum gauge) is 46, neither overbought (above 70) nor oversold (below 30) | 45.9 |
|---|---|---|
| Position in its 14-day range | it is trading in the lower half of its 14-day range ($94.21 to $110.00) — its "stochastic" reading is 41 out of 100, where 0 would mean closing exactly at the 14-session low and 100 exactly at the high. This measures WHERE the price sits inside its recent range, which is a different question from the RSI beside it: RSI is a momentum gauge, measuring how FAST the price has been moving, so a stock can drift quietly to the bottom of its range with an ordinary RSI, or fall sharply and still sit in the middle. It has been climbing within that range over the last few sessions. | 41.3 |
| Since the MACD crossed zero | MACD, a trend-momentum gauge, is in negative territory (momentum leaning bearish) | 13 sessions |
Range
12
| 52-week high | its highest closing price over the past year (about 252 trading days) was $114.53 | $114.53 |
|---|---|---|
| From the 52-week high | it is 12.0% below its 52-week high (its highest price of the past year) | -12.1% |
| Above the 52-week low | it is 87.1% above its 52-week low (its lowest price of the past year) | +87.1% |
| Below the 52-week high | it is 12.0% below its highest point of the past year | 12.1% |
| Since a 20-day breakout | it made a new 20-day low about 6 trading days ago | 6 sessions |
| Since a 55-day breakout | it made a new 55-day low about 6 trading days ago | 6 sessions |
| All-time high | its highest closing price on record is $249.00 (set on 2015-04-23) | $249.00 |
| Given back of the 52-week move | over the past year its closes ranged ($54.08 to $113.40), and it has given back roughly a quarter of its rise from last year’s low — 21% of it. Chart-watchers call 61.8%-65% given back the "golden pocket" — for this company that is $74.84 to $76.74. It is watched widely enough that orders cluster there, which is the honest reason it matters; it is not a forecast. | 21.4% |
| From the all-time high | it is 59.5% below its all-time high | -59.5% |
| Nearest price level | it is trading 0.7% below a resistance level at $101.39 — a price it turned at twice since 2026-08-20, most recently on 2026-09-01. Since 2024-10-08 it has 10 such levels below the current price and 3 above. Levels like these describe where the price has reversed or paused before; they are not a forecast of where it will go. | +0.7% |
| All-time low | its lowest closing price on record is $8.82 (set on 2001-09-21) | $8.82 |
| Above the all-time low | it is 1042.2% above its all-time low | +1,042% |
Volatility
5
| Band width vs its own 6 months | day-to-day price swings are about average versus its own recent 6-month history | 62nd percentile |
|---|---|---|
| Typical daily range | in a typical session it travels about $3.44 between its high and its low — about 3.4% of its price. That is its "average true range" over the last 14 sessions, which also counts the distance from the previous close, so a day that opens well away from yesterday counts as the large move it was | $3.44 |
| Bollinger bands (20-day, ±2σ) | most of its recent trading has stayed between about $93.97 and $111.16 — the "Bollinger bands", a range drawn two standard deviations either side of its 20-day average price, which widens when the stock gets more volatile and narrows when it settles | $93.97 – $102.57 – $111.16 |
| Typical daily range (% of price) | its price moves about 3.4% in a typical session — about typical for the companies we cover. This is the average gap between a session's high and low over the last 14 sessions, counting overnight moves, expressed against the current price so it can be compared with companies trading at any price | 3.4% |
| Stretch from the 200-day average | it is trading 3.4 daily ranges above its 200-day average price (12.9% above it in plain percentage terms) — a way of asking how far it has stretched from its own average in units of how far it normally moves in a day, so a calm company and a jumpy one can be compared on the same scale | 3.4 daily ranges above its 200-day average |
Volume
1
| Volume vs its 30-day average | trading volume is about normal versus its 30-day average | 1.01× |
|---|
Analyst
2
| Change in the average price target | analysts have raised their average price target by 0.2% since the prior reading | +0.2% |
|---|---|---|
| Change in the consensus rating | the analyst consensus rating is unchanged since the prior reading | unchanged |
Candlestick patterns
2
| Since a doji | 4 sessions ago it opened and closed at almost the same price after trading through a wider range — a "doji", the classic picture of buyers and sellers finishing the session level | 4 sessions ago |
|---|---|---|
| Since a bearish engulfing | 2 sessions ago it opened above the previous session's close and finished below that session's open — a "bearish engulfing" pair, where one down day more than undid the up day before it | 2 sessions ago |
Price gaps
2
| Gap at the open | it opened on 2026-10-08 0.6% below the previous session's close — an overnight gap, the part of the move that happened while the market was shut, and traded back through that level before the close | -0.6% |
|---|---|---|
| Gap filled | a 2.1% gap up opened on 2026-09-14 has been "filled" 17 sessions ago — price traded back through the level the gap left behind, and it took 1 session to close | 17 sessions ago |
Price streaks
1
| Closing streak | it closed higher in its latest session, after a session that did not close higher — a single up day rather than a run | 1 session up |
|---|
Relative strength
4
| vs market, 1 month | over the past 1 month this stock lagged the market by 7.9 percentage points (the stock lost 6.9% while the market gained 1.0%) | -7.9% |
|---|---|---|
| vs market, 3 months | over the past 3 months this stock beat the market by 3.5 percentage points (the stock gained 7.4% while the market gained 3.8%) | +3.5% |
| vs market, 6 months | over the past 6 months this stock beat the market by 16.6 percentage points (the stock gained 34.0% while the market gained 17.5%) | +16.6% |
| vs market, 12 months | over the past 12 months this stock beat the market by 68.1 percentage points (the stock gained 83.1% while the market gained 15.0%) | +68.1% |
Signal agreement
2
| Bullish technical signals | 3 of the 9 technical signals we can compute for it are currently in a bullish state: a "golden cross" — its 50-day average is above its 200-day, trading above its 200-day average, outperforming the market over 6 months — these describe past price behaviour, not a forecast | 3 of 9 |
|---|---|---|
| Bearish technical signals | 2 of the 9 technical signals we can compute for it are currently in a bearish state: MACD momentum is negative, trading below the Ichimoku cloud — these describe past price behaviour, not a forecast | 2 of 9 |
Trend (Ichimoku cloud)
1
| Vs the Ichimoku cloud | trading 2.0% below the Ichimoku cloud — a band drawn from where its own highs and lows sat up to 2026-09-01 and projected forward over today's price, the side traders read as an established downtrend, with the band above acting as the level that would have to be cleared. The band itself is moderate, spanning 3.4% of the share price. | -2.0% |
|---|
Volume-weighted price
2
| Vs this year’s average price paid | the price is 14% above the average price paid so far this year, so the typical buyer over that stretch is showing a gain. That average is $88.28 — a volume-weighted average of daily closes over 187 sessions, not a true tick-by-tick VWAP. | +14.1% |
|---|---|---|
| Vs the average paid since it last reported | the price is 5% below the average price paid since it last reported on 2026-07-23 (its 8-K), so the typical buyer over that stretch is under water. That average is $105.58 — a volume-weighted average of daily closes over 55 sessions, not a true tick-by-tick VWAP. | -4.6% |
Price levels it has turned at before
BFH last closed at $100.73 on 2026-10-08. Since 2024-10-08 it has turned at 10 prices below its last close and 3 above; the 3 nearest below and the 3 nearest above are listed, nearest first.
| Level | Side | Distance | Evidence |
|---|---|---|---|
| $101.39 | Resistance | 0.7% above the last close | turned there twice · 2026-08-20 to 2026-09-01 |
| $94.53 | Support | 6.2% below the last close | turned there twice · 2026-07-17 to 2026-10-01 |
| $110.67 | Resistance | 9.9% above the last close | turned there twice · 2026-06-30 to 2026-09-11 |
| $114.33 | Resistance | 13.5% above the last close | turned there twice · 2026-08-05 to 2026-08-17 |
| $82.40 | Support | 18.2% below the last close | turned there three times · 2026-01-09 to 2026-05-13 |
| $79.11 | Support | 21.5% below the last close | turned there four times · 2025-12-22 to 2026-03-23 |
A level is a price this company reversed or paused at more than once — they describe past behaviour, not a forecast of where the price will go.
Wave structure
Its recent swings can be read as a five-part downward sequence — what Elliott-wave chartists call an impulse — now in leg 4 of five, a pullback against that direction.
This labelling fails — stops being a possible reading at all — if it closes above $100.77.
This is one of several labellings that fit the same swings, so treat it as a reading rather than the reading. It was chosen from 2 labellings that survived the rules, counting shorter readings of the same bars.
On past moves of this shape the leg has usually ended somewhere between $98.27 and $100.77 — that is where it has tended to end if the count holds, not a forecast of where the price goes.
Alternate reading: The same swings also read as a completed three-part correction, which fails on a close below $94.21.
This reading has stood for 8 trading days, since 2026-09-29.
Read from daily closes as of 2026-10-08.
An Elliott-wave count describes the swings already printed and the level that would disprove it. It is not a forecast, a target, or advice.
Screens: Trading above the 200-day moving average · beating the market · Under water since its last earnings report (below the anchored VWAP) · Trading below the Ichimoku cloud · Near a resistance level (pressing into a price that has capped it before) · Elliott wave 4 pullbacks | Learn: moving average · golden cross · adx · rsi · breakout
Based on daily closing prices as of 2026-10-08. Describes past price behavior only — informational, not financial advice.
Analyst consensus
- Consensus ratingBuy (2.18 mean, 1=Strong Buy…5=Strong Sell) — 16 analysts
- Mean price target$115.06 range $86.00 – $130.00; median $115.00
Analyst estimates, as of 2026-10-06. These are third-party analyst opinions and price targets, aggregated — not a recommendation, prediction, or advice from stocks-llm. Informational only.
Analyst EPS estimate for BFH
- Consensus EPS estimate$3.30 next reporting period, as of 2026-10-06
- Estimate change, 30 days-$0.04377 (-1.3%) from $3.34, on 2026-09-02, 34-day window
- Readings revised upward25% of 8 comparable readings
The consensus estimate for the next reporting period, and how it has moved between readings of that SAME period. A change is measured only between readings estimating one period — when a company reports, the consensus moves to the next quarter and the two numbers are not comparable. Informational only, not a forecast and not advice.
Key risks (from latest filing)
["Exposure to credit risk and potential increases in loan delinquencies or losses.","Dependence on contractual relationships with brand partners and the potential loss of such partnerships.","Sensitivity to economic conditions impacting consumer spending and borrowing behavior."]
What changed in the latest 10-Q
AI-assisted comparison of BFH's 10-Q filed 2026-07-28 against the prior one filed 2026-04-28.
Management's Discussion & Analysis (MD&A)
- Added:
- Newer filing (filed 2026-07-28) adds a bullet in the Non-GAAP Financial Measures section describing adjustments for debt repurchases, including Adjusted total non-interest expenses, Adjusted net income available to common stockholders, and Adjusted earnings per diluted common share.
- Newer filing (filed 2026-07-28) adds a bullet in the Non-GAAP Financial Measures section describing PPNR excluding impacts from debt repurchases as a metric.
- Removed:
- Older filing (filed 2026-04-28) contains a Business Environment paragraph covering first quarter 2026 results including credit sales of $6.5 billion, average and end-of-period credit card and other loans, and total interest income; this paragraph does not appear in the newer filing's MD&A excerpt.
- Older filing (filed 2026-04-28) contains specific guidance references in the Business Environment section to 'Consolidated Results of Operations,' 'Cautionary Note Regarding Forward-Looking Statements' and 'Risk Factors' sections; these references do not appear in the newer filing's MD&A excerpt.
- Reworded:
- Newer filing (filed 2026-07-28) changes 'this Quarterly Report on Form 10-Q' to 'this and our other Quarterly Reports on Form 10-Q' in the forward-looking statements paragraph.
- Newer filing (filed 2026-07-28) changes the Business Environment period reference from 'first quarter of 2026' to 'second quarter of 2026'.
- Older filing (filed 2026-04-28) describes the PPNR bullet as 'We use PPNR as a metric...'; newer filing (filed 2026-07-28) expands this to 'We use PPNR and PPNR excluding impacts from debt repurchases as metrics...'.
- Notes:
- The newer filing excerpt is truncated mid-sentence in the Business Environment section, so changes after that point cannot be assessed.
- The older filing excerpt is truncated mid-sentence in the Business Environment section, so changes after that point cannot be assessed.
Risk Factors
- Reworded:
- In the newer filing (2026-07-28), the Item 2 table covers the three months ended June 30, 2026 with periods April 1-30, May 1-31, and June 1-30; in the older filing (2026-04-28), the Item 2 table covers the three months ended March 31, 2026 with periods January 1-31, February 1-28, and March 1-31.
- In the newer filing (2026-07-28), Item 5(c) states that during the three months ended June 30, 2026, no Section 16 officer or director adopted or terminated a Rule 10b5-1 trading arrangement or non-Rule 10b5-1 trading arrangement; in the older filing (2026-04-28), Item 5(c) states that on February 27, 2026, Ralph Andretta, President and Chief Executive Officer, entered into a Rule 10b5-1 trading arrangement.
- Notes:
- The Risk Factors text itself ('There have been no material changes...') is identical in both filings; the changes detected are in the immediately following Item 2 and Item 5(c) text included in the provided excerpts.
- The newer filing text appears truncated at the end of Item 5(c).
AI-assisted comparison of two SEC filing sections. It describes wording and theme changes only, makes no materiality, legal, or investment judgement, and is not financial advice. Informational only — not financial advice.
Insider activity (SEC Form 4)
1 open-market purchase and 1 open-market sale by insiders in the last 90 days, of which we have read Form 4 filings through 2026-10-04. The 5 days since 2026-10-04 have not been checked yet.
- Last 30 days · read to 2026-10-041 buy ($1718) · 0 sells — 1 buying insider
- Last 90 days · read to 2026-10-041 buy ($1718) · 1 sell ($297348) — 1 buying, 1 selling insiders
- Last 180 days · read to 2026-10-042 buys ($62046) · 5 sells ($3M) — 2 buying, 3 selling insiders
Activity heuristic: mixed (a transparent product heuristic from the counts above, not a prediction or advice)
Most recent open-market transaction: 2026-09-14. Based on Form 4 filings read through 2026-10-04; anything filed since is not yet included.
View full insider trading history → View SEC Form 3/4/5 filingsAsk about BFH's insider activity →
Only open-market purchases (SEC code P) and sales (code S) are counted here. Option exercises, vesting/awards, gifts, and shares withheld for taxes are excluded — they are compensation or mechanical, not open-market conviction. Sales may be planned and non-discretionary (e.g. a Rule 10b5-1 plan) and are not necessarily bearish; open-market buying is not a recommendation to buy. Informational only — not financial advice.
Institutional ownership (13F)
4 institutional 13F filers reported holding BFH as of 2026-06-30 (quarter-end position, filed within 45 days).
- Distinct 13F filers 4
- Reported shares held 5,801,415
- Reported value $628,583,244
reported quarterly holdings change (2026-03-31 → 2026-06-30): 0 new, 1 increased, 3 decreased, 1 exited. Change counts cover only managers that filed 13F reports in BOTH quarters, derived between two quarter-end snapshots — not same-day trades; a single manager is never said to have "bought" or "sold".
Institutional holdings are quarter-end long positions reported on SEC Form 13F-HR, filed up to 45 days after the quarter ends — they are delayed, are not real-time trades, exclude short positions and most non-US securities, and are not investment advice. Any increase/decrease is a reported change between two quarterly snapshots, not a same-day purchase or sale. These are quarter-end snapshots from the 13F filings on SEC EDGAR, filed within 45 days — not real-time, and any change is a difference between two quarterly reports, not a same-day trade. Informational only — not financial advice.
Ask about BFH's institutional holders → See what each manager we track holds →
Short interest (FINRA)
BFH had 2,788,626 shares of reported short interest as of the 2026-09-15 FINRA settlement date (delayed, bi-monthly; not real-time).
BFH had 7.26% of its shares outstanding sold short as of the 2026-09-15 FINRA settlement date (percent of FLOAT would be higher — float is not disclosed in the source). FINRA reported 5.57 days to cover at the same settlement.
- Reported short interest (shares) 2,788,626
- Short interest (% of shares outstanding) 7.26%
- Prior settlement (shares) 3,092,605
- Reported change -9.83%
- Days to cover (reported) 5.57
Reported to FINRA as of the 2026-09-15 settlement date. Short interest is reported to FINRA and published on a delayed, bi-monthly schedule (as of a settlement date, disseminated roughly eight business days later) — it is NOT real-time, does not cover every venue or all US trading, and is not a short-squeeze prediction or investment advice. Days-to-cover is the value FINRA reports; percent of float is not shown because the source file carries no share-count denominator — where a percent appears it is of shares OUTSTANDING, the larger base, and is therefore a floor on percent of float. Informational only — not financial advice.
Competitors & peers
- Synchrony Financial (SYF)
- American Express (AXP)
- Capital One (COF)
- Discover Financial Services (DFS)
- Affirm (AFRM)
- Klarna
- Afterpay
AI-enriched competitor set. Linked names are companies covered by stocks-llm; other named peers are shown for reference only.
Compare BFH vs…
BREAD FINANCIAL HOLDINGS INC is found in…
Frequently asked questions
What does BREAD FINANCIAL HOLDINGS INC (BFH) do?
Bread Financial Holdings is a tech-forward financial services company providing co-brand and private-label credit cards, installment loans, and savings products. It partners with large consumer-facing brands across various retail verticals to offer personalized payment and loyalty solutions to millions of U.S. consumers. The company operates through its two insured depository institutions, Comenity Bank and Comenity Capital Bank.
What sector is BREAD FINANCIAL HOLDINGS INC (BFH) in?
BREAD FINANCIAL HOLDINGS INC (BFH) is classified in the Financials sector. Its industry is Consumer Finance. It trades on NYSE.
Does BFH pay a dividend?
Yes — BREAD FINANCIAL HOLDINGS INC (BFH) pays a dividend, with an indicated yield of about 0.85% and 5-year non-decreasing per-share dividend streak (SEC EDGAR XBRL) (market data, as of 2026-09-03). Informational only — not financial advice.
Who are BREAD FINANCIAL HOLDINGS INC's (BFH) competitors?
Notable peers of BREAD FINANCIAL HOLDINGS INC (BFH) include Synchrony Financial, American Express, Capital One, Discover Financial Services and Affirm. This peer set is informational only — not financial advice.
Is BREAD FINANCIAL HOLDINGS INC (BFH) overbought or oversold right now?
BREAD FINANCIAL HOLDINGS INC (BFH) is currently neither overbought nor oversold — its 14-day RSI (a 0–100 momentum gauge) is 46, in the neutral middle (as of 2026-10-08). RSI describes recent price momentum, not a forecast — informational only, not financial advice.
Where does stocks-llm's data on BFH come from?
Fundamentals come from SEC XBRL company filings for the figures marked with a fiscal year, and market data, as of 2026-09-03 for the rest; prices are market data, as of 2026-09-03; company filings and profile facts come from SEC EDGAR. All figures are delayed daily-close data shown with their as-of date — informational only, not financial advice.
Fundamentals: SEC XBRL company filings for the figures marked with a fiscal year, and market data, as of 2026-09-03 for the rest. Filings: SEC EDGAR. Prices are delayed daily-close data.
Last updated 2026-10-08.
Informational only — NOT financial advice. All figures are delayed daily-close data from SEC EDGAR & market data, shown with their as-of date.