Bread Financial Holdings Inc BFH

Stock XNYS Rating as of Jun 5, 2026

$91.11 −0.04 (0.04%)

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As of Jun 5, 2026, 8:00:16 PM Delayed Price Closed

Company Report

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Credit Costs Have Been a Headwind for Bread, but Credit Trends Point to Stabilization

Michael Miller Apr 23, 2026

High revenue concentration in Bread’s retail credit card business means the bank faces the persistent risk of losing major partners, with Wayfair and Meijer going to Citi in 2020 and BJ's Wholesale Club to Capital One in 2022. We see retail partner loss as an ongoing threat to Bread as the firm does not have a competitive advantage that would give it an edge in retaining partnerships during contract renewal negotiations.

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Price vs Fair Value

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BFH is trading at a 536% premium.

Price

$91.11

Jun 5, 2026

Fair Value

$57.00

Apr 23, 2026

Uncertainty

Very High

1-Star Price: $315.66
5-Star Price: $92.10
Economic Moat: Shnz
Capital Allocation: Yydcrkcm

Bulls Say, Bears Say

Bulls

Bread’s buy now, pay later offering could gain momentum as consumer adoption of the financing option increases.

Bears

Bread's portfolio has materially higher credit costs than its peers, if economic conditions deteriorate we expect the firm to be harder hit.

News

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Trading Information

Previous Close Price: $91.15
Day Range: $90.08–91.61
52-Week Range: $50.32–99.13
Bid/Ask: $89.50 / $91.71
Shares Outstanding: 41.30M
Market Cap: $3.68B
Volume/Avg: 392,930 / 652,309

Key Statistics

Price/Earnings (Normalized): 7.22
Price/Sales: 1.08
Dividend Yield (Trailing): 0.99%
Dividend Yield (Forward): 1.01%
Total Yield: 10.85%

Company Profile

Formed by a combination of JCPenney’s credit card processing unit and The Limited’s credit card bank business, Bread Financial is a provider of private-label and co-branded credit cards, loyalty programs, and marketing services. The company’s most financially significant unit is its credit card business that partners with retailers to jointly market Bread’s credit cards to their customers. The company also retains a minority interest in spun-off LoyaltyOne, which operates the largest airline miles loyalty program in Canada and offers marketing services to grocery chains in Europe and Asia.

Sector: Financial Services
Industry: Credit Services
Stock Style Box: Small Value
Total Number of Employees: 6,000
Website: https://www.breadfinancial.com

Competitors

Synchrony Financial

SYF

Valuation

Metric	BFH	SYF
Price/Earnings (Normalized)	7.22	7.33
Price/Book Value	1.13	1.56
Price/Sales	1.08	1.72
Price/Cash Flow	1.93	2.58

Price/Earnings

BFH

SYF

Financial Strength

Metric	BFH	SYF
Quick Ratio	—	—
Current Ratio	—	—
Interest Coverage	—	—

Quick Ratio

BFH

SYF

Profitability

Metric	BFH	SYF
Return on Assets (Normalized)	3.04%	3.00%
Return on Equity (Normalized)	20.77%	23.16%
Return on Invested Capital (Normalized)	—	—

Return on Assets

BFH

SYF

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