Bread Financial Holdings, Inc. (BFH) fair value: what the stock is really worth
As of Nov 6, 2026: fair value (intrinsic value) of Bread Financial Holdings, Inc. stock $204, price $102, upside +100.0%, quality 72 out of 100. Rating: strongly undervalued. Calculated from audited financials with 13 of our 26 valuation models and 37 quality factors, updated daily.
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Bread Financial Holdings, Inc.
BFH · USThe stock costs 50% less than our calculation considers fair.
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Price vs Fair Value
White line = price, green steps = our fair value per fiscal year. As of Nov 8, 2026.
How to read this chart
60‑month range $22.26 – $113.15 · fair‑value band $82.35 – $274.16 · the $101.83 price screens below the $203.66 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). As of Nov 8, 2026.
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Company profile
Bread Financial Holdings, Inc. provides tech-forward payment and lending solutions to customers and consumer-based industries in North America.
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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.
Stock analysis
Bread Financial Holdings, Inc. (BFH) currently trades at $101.83, while our model-based Fair Value estimate is $203.66, implying the stock looks roughly 50% undervalued today.
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Valuation
Bull case: the Growth DCF group reads highest at a median of $821.37 per share, and 9 of the 13 models we run sit above the $101.83 price.
Bear case: the Asset-Based group reads lowest at $46.08, and 4 of the 13 models stay below the price. Data coverage for this calculation is high.
Scenario range: $82.35 (bear) to $274.16 (bull), the price of $101.83 sits inside it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 72/100 (solid quality), in the Financial Services sector.
Healthy Growth: Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Bread Financial Holdings, Inc. reported revenue of $4.7B in FY2025 versus $3.3B in FY2021, a compound +9.5%/yr. Reported net income was $518M in FY2025, compounding −10.3%/yr from FY2021.
Key figures
Market cap $4.1B Mid · P/E ratio 8.0 · P/S ratio 1.54 · EPS (TTM) $12.76 · Dividend yield 0.9% · Net margin 20.0% · Return on equity 15.9% · Return on assets (EBIT) 3.8% (5-year average).
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 69 out of 100 (low confidence).
What moves the price
The share trades about 10% below its 52-week high and 71% above its 52-week low, currently above its 200-day average.
For context, the median of 10 Financial Services peers we cover trades at −3% fair-value upside, at 100%, BFH screens cheaper than that median.
Fair Value models
All 13 models by family
Quality Score breakdown
It rates the business: profits, how they develop, real cash, balance sheet, investing and share count.
Insider trades
In the last 6 months, one officer or director bought shares worth $60,328, on May 21, 2026. Over the same period, 2 people sold shares worth $1.6M.
- SalePraniti LakhwaraDirector2,802 shares at $106.12$297,348Jul 28, 2026
- SaleRalph J AndrettaPresident and CEO, Director15,000 shares at $89.10$1.3MMay 29, 202610b5-1 plan
- BuyJohn J. FawcettDirector698 shares at $86.43$60,328May 21, 2026
- SaleRoger H BallouDirector9,687 shares at $90.32$874,930Apr 24, 2026
- Plan buyDennis James McCarthyEVP, Chief Revenue Officer16 shares at $108.14$1,718Sep 14, 2026
Plus 10 other filings such as grants, option exercises or tax withholding. They are not market purchases or sales.
Sales are often planned (taxes, diversification, 10b5-1 plans). Purchases with their own money are seen as the stronger sign. For information only: not part of the quality score or Fair Value.
Source: SEC Form 4, as of Nov 6, 2026. All filings at the SEC ↗
Revenue & earnings trend
Watch BFH, get fair value alerts →
Recent news
- Bread Financial (BFH) Upgraded to Buy: Here's What You Should Know
- Bread Financial to Participate in the KBW Fintech Ecosystem Conference
- Can Bread Financial (BFH) Stock Sustain Q3 Earnings Credit Progress?
- Bread Financial Announces Pricing of an Offering of Depositary Shares Representing Interests in Its Series C Preferred Stock
Compare Bread Financial Holdings, Inc. with another stock
Price, fair value, quality and upside side by side.
Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Credit Services · 283 stocks
Valuation Multiplesvs Credit Services median · lower = cheaper
Strength profile in five axes (Snowflake)
HEALTH: for banks, insurers and similar financial firms borrowed money is part of the business, so we do not rate debt here.
Context: sector, industry, market
- Is the Financials sector expensive or cheap?
- P/E, EV/EBITDA and margins by industry (reference tables)
- PEG ratio by industry
- Revenue growth by industry
- PEG screener for stocks with fair value
- Undervalued stocks: US Stocks
- Valuation of the USA market
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
Similar stocks
10 more Credit Services stocks, each showing price versus our Fair Value estimate.
| Stock | Price | Fair Value | vs Fair Value | Compare |
|---|---|---|---|---|
| Synchrony Financial, SYF | $73.74 | $141.92 | +92% | vs BFH |
| PayPal Holdings PYPL | $59.24 | $107.45 | +81% | vs BFH |
| Shriram Finance Limited SHRIRAMFIN | ₹961.15 | ₹1,309 | +36% | vs BFH |
| Affirm Holdings AFRM | $68.11 | $76.63 | +13% | vs BFH |
| Bajaj Finance Limited BAJFINANCE | ₹1,088 | ₹1,055 | −3% | vs BFH |
| American Express Company AXP | $320.99 | $210.02 | −35% | vs BFH |
| Visa Inc V | $422.65 | $242.87 | −43% | vs BFH |
| Mastercard Incorporated MA | $652.70 | $360.13 | −45% | vs BFH |
| Capital One Financial Corporation COF | $201.87 | $106.81 | −47% | vs BFH |
| SoFi Technologies, Inc SOFI | $16.21 | $5.51 | −66% | vs BFH |
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Frequently asked questions
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Key figures of Bread Financial Holdings, Inc.
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