BFH · Bread Financial Holdings, Inc.
$104.31
+1.57% last session
End-of-day data · updated 2026-07-28
Market cap
$4B
Enterprise value
$4B
Trailing P/E
8.7
Forward P/E
8.0
Dividend yield
1.0%
Beta
1.13
Avg volume
1M
Employees
6K
2D change
1.73%
5D change
2.44%
10D change
6.85%
30D change
-0.15%
60D change
19.13%
MTD change
0.70%
YTD change
44.13%
Analyst Outlook
Analyst estimates change daily — follow the shifts on the Estimate Trends page.
Technical Analysis
Analyst sentiment over time — BFH
Rec Mean (blue, left — higher = more bullish) vs. price targets (right).
Investment Bank Ratings as of 2026-07-28
Latest call per bank · past 12 months
RBC Capital
Sector Perform$115
+10.2% vs priceBarclays
Equal-Weight$109
+4.5% vs priceMorgan Stanley
Equal-Weight$102
-2.2% vs priceUBS
Buy$120
+15.0% vs priceGoldman Sachs
Neutral$108
+3.5% vs priceJP Morgan
Underweight$72.00
-31.0% vs priceBank of America
Buy$74.00
-29.1% vs priceRecent rating actions
| Date | Firm | Action | Rating | Price target |
|---|---|---|---|---|
| 2026-07-28 | Evercore ISI Group | Maintains | Outperform | $116 → $120 |
| 2026-07-24 | TD Cowen | Maintains | Hold | $103 → $114 |
| 2026-07-24 | RBC Capital | Reiterates | Sector Perform | $115 |
| 2026-07-24 | Barclays | Maintains | Equal-Weight | $104 → $109 |
| 2026-07-20 | Morgan Stanley | Maintains | Equal-Weight | $98.00 → $102 |
| 2026-07-07 | TD Cowen | Maintains | Hold | $95.00 → $103 |
| 2026-07-07 | UBS | Maintains | Buy | $94.00 → $120 |
| 2026-07-07 | Goldman Sachs | Maintains | Neutral | $94.00 → $108 |
Ratings and price targets are the published opinions of the issuing banks, compiled from Yahoo Finance rating actions — not investment advice.
Signal Summary as of 2026-07-28
- RSI (14): RSI is 68 — neutral momentum, neither overbought nor oversold.
- Price vs 50-day MA: Trading 11.0% above the 50-day MA ($97.12).
- Price vs 200-day MA: Trading 36.9% above the 200-day MA ($78.75).
- MA cross: The 50-day MA sits above the 200-day MA (golden-cross regime) — the longer-term trend points up.
- MACD (12,26,9): MACD histogram is positive (+0.53) — short-term momentum is improving.
- 52-week range: Price is within 5% of the 52-week high ($108.73).
BFH Price Chart
Loading chart for BFH…
Fundamentals
About Bread Financial Holdings, Inc.
Bread Financial Holdings, Inc. provides tech-forward payment and lending solutions to customers and consumer-based industries in North America. It offers credit card and other loans financing services, including risk management solutions, underwriting, and funding services for private label and co-brand credit card programs, as well as through Bread Pay partnerships. The company also manages and services the loans it originates for private label, co-brand, and general-purpose credit card programs, and installment loans and split-pay products; and provides marketing, and data and analytics services. In addition, it offers an enhanced digital suite that includes a unified software development kit, which provides access to its suite of products, as well as promotes credit payment options earlier in the shopping experience. Further, the company through Bread Pay, a digital payments platform and robust suite of application programming interfaces allows merchants and partners to integrate online point-of-sale financing and other digital payment products. Additionally, it offers retail and deposit products, primarily in the form of certificates of deposit and high-yield savings accounts, including traditional and Roth Individual Retirement Accounts. The company offers its products under the Bread, Bread Financial, Bread Cashback, Bread Rewards, Bread Pay, and Bread Savings brands. The company was formerly known as Alliance Data Systems Corporation and changed its name to Bread Financial Holdings, Inc. in March 2022. Bread Financial Holdings, Inc. was incorporated in 1995 and is headquartered in Columbus, Ohio.
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Data is sourced from end-of-day snapshots and refreshed daily before the US market open — nothing on this page is real-time. Figures can contain vendor errors. This page is for information only and is not investment advice.