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Bread Financial - BFH Stock Price Target and Predictions

  • Consensus Rating: Hold
  • Consensus Price Target: $70.00
  • Forecasted Upside: -2.75%
  • Number of Analysts: 15
  • Breakdown:
  • 4 Sell Ratings
  • 6 Hold Ratings
  • 4 Buy Ratings
  • 1 Strong Buy Ratings
$71.98 As of 12/4/2025 04:59 PM ET
▲ +0.737 (1.03%)

This chart shows the closing price for BFH by one month, three months, or twelve months.

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Analyst Price Target for BFH

Analyst Price Target is $70.00
▼ -2.75% Downside Potential
This price target is based on 15 analysts offering 12 month price targets for Bread Financial in the last 3 months. The average price target is $70.00, with a high forecast of $105.00 and a low forecast of $50.00. The average price target represents a -2.75% upside from the last price of $71.98.

This chart shows the closing price for BFH for the last year in relation to the current analyst high, average, and low pricetarget.

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Current Consensus is Hold

The current consensus among 15 polled investment analysts is to hold stock in Bread Financial. This rating has held steady since June 2024, when it changed from a Reduce consensus rating.

Past Monthly Recommendations

Move your mouse over past months for details

Read Past Recommendations DescriptionSkip Past Price Target Consensus Chart
  • 0 strong buy ratings
  • 3 buy ratings
  • 8 hold ratings
  • 4 sell ratings
Ratings as of
6/12/2024
  • 0 strong buy ratings
  • 5 buy ratings
  • 9 hold ratings
  • 3 sell ratings
Ratings as of
9/10/2024
  • 0 strong buy ratings
  • 5 buy ratings
  • 9 hold ratings
  • 3 sell ratings
Ratings as of
12/9/2024
  • 0 strong buy ratings
  • 5 buy ratings
  • 9 hold ratings
  • 2 sell ratings
Ratings as of
3/9/2025
  • 0 strong buy ratings
  • 3 buy ratings
  • 7 hold ratings
  • 3 sell ratings
Ratings as of
6/7/2025
  • 0 strong buy ratings
  • 4 buy ratings
  • 5 hold ratings
  • 3 sell ratings
Ratings as of
9/5/2025
  • 1 strong buy ratings
  • 3 buy ratings
  • 8 hold ratings
  • 3 sell ratings
Ratings as of
11/4/2025
  • 1 strong buy ratings
  • 4 buy ratings
  • 6 hold ratings
  • 4 sell ratings
Ratings as of
12/4/2025

Latest Recommendations

  • 1 strong buy ratings
  • 4 buy ratings
  • 6 hold ratings
  • 4 sell ratings

Display Ratings By
DateBrokerageActionRatingPrice TargetDetails
12/4/2025JPMorgan Chase & Co.Reiterated RatingNeutral ➝ Underweight$72.00
12/1/2025Weiss RatingsReiterated RatingBuy (B-) ➝ Buy (B-)
11/25/2025Weiss RatingsReiterated RatingBuy (B-) ➝ Buy (B-)
11/19/2025Weiss RatingsReiterated RatingBuy (B-) ➝ Buy (B-)
11/13/2025Weiss RatingsReiterated RatingBuy (B-) ➝ Buy (B-)
11/7/2025Weiss RatingsUpgradeHold (C+) ➝ Buy (B-)
10/30/2025Evercore ISIBoost TargetIn-Line ➝ In-Line$64.00 ➝ $72.00
10/27/2025Zacks ResearchUpgradeHold ➝ Strong-Buy
10/24/2025Morgan StanleySet TargetUnderweight ➝ Underweight$55.00
10/24/2025CowenReiterated RatingHold ➝ Hold
10/24/2025The Goldman Sachs GroupBoost TargetSell ➝ Sell$60.00 ➝ $68.00
10/24/2025TD CowenBoost TargetHold ➝ Hold$63.00 ➝ $68.00
10/24/2025BarclaysBoost TargetUnderweight ➝ Underweight$50.00 ➝ $52.00
10/24/2025Royal Bank Of CanadaBoost TargetSector Perform ➝ Sector Perform$64.00 ➝ $70.00
10/24/2025JPMorgan Chase & Co.Boost TargetNeutral ➝ Neutral$70.00 ➝ $72.00
10/8/2025Weiss RatingsReiterated RatingHold (C+) ➝ Hold (C+)
10/6/2025BarclaysLower TargetUnderweight ➝ Underweight$52.00 ➝ $50.00
10/1/2025Keefe, Bruyette & WoodsLower TargetOutperform ➝ Outperform$88.00 ➝ $71.00
9/30/2025Evercore ISILower TargetIn-Line ➝ In-Line$68.00 ➝ $64.00
9/29/2025Morgan StanleyBoost TargetUnderweight ➝ Underweight$51.00 ➝ $53.00
9/27/2025Weiss RatingsReiterated RatingHold (C+) ➝ Hold (C+)
7/25/2025Royal Bank Of CanadaBoost TargetSector Perform ➝ Sector Perform$65.00 ➝ $74.00
7/14/2025Royal Bank Of CanadaReiterated RatingSector Perform ➝ Sector Perform
7/14/2025BTIG ResearchSet TargetNeutral ➝ Buy$105.00
7/14/2025BTIG ResearchUpgradeNeutral ➝ Buy$105.00
7/8/2025BarclaysReiterated RatingUnderweight ➝ Underweight$45.00 ➝ $52.00
5/12/2025Morgan StanleyBoost TargetUnderweight ➝ Underweight$36.00 ➝ $39.00
4/28/2025JMP SecuritiesReiterated RatingMarket Perform ➝ Market Perform
4/24/2025Morgan StanleySet TargetUnderweight ➝ Underweight$36.00
4/24/2025Jefferies Financial GroupBoost TargetHold ➝ Hold$45.00 ➝ $50.00
4/7/2025Morgan StanleyDowngradeOverweight ➝ Underweight$33.00
3/18/2025The Goldman Sachs GroupLower TargetSell ➝ Sell$68.00 ➝ $58.00
2/3/2025JMP SecuritiesReiterated RatingMarket Perform ➝ Market Perform
1/31/2025Royal Bank Of CanadaBoost TargetSector Perform ➝ Sector Perform$62.00 ➝ $68.00
1/31/2025BarclaysBoost TargetUnderweight ➝ Underweight$51.00 ➝ $53.00
1/21/2025Compass PointBoost TargetBuy ➝ Buy$75.00 ➝ $87.00
12/19/2024Morgan StanleyUpgradeUnderweight ➝ Overweight$35.00 ➝ $76.00
12/9/2024Keefe, Bruyette & WoodsBoost TargetOutperform ➝ Outperform$67.00 ➝ $88.00
11/19/2024The Goldman Sachs GroupBoost TargetSell ➝ Sell$52.00 ➝ $58.00
10/30/2024Evercore ISIBoost TargetIn-Line ➝ In-Line$52.00 ➝ $54.00
10/28/2024TD CowenBoost TargetHold ➝ Hold$48.00 ➝ $50.00
10/25/2024BarclaysLower TargetUnderweight ➝ Underweight$35.00 ➝ $34.00
10/8/2024BarclaysLower TargetUnderweight ➝ Underweight$37.00 ➝ $35.00
10/7/2024Evercore ISILower TargetIn-Line ➝ In-Line$59.00 ➝ $52.00
9/25/2024Bank of AmericaLower TargetBuy ➝ Buy$61.00 ➝ $57.00
8/20/2024JPMorgan Chase & Co.Boost TargetNeutral ➝ Neutral$48.00 ➝ $59.00
8/19/2024Bank of AmericaBoost TargetBuy ➝ Buy$54.00 ➝ $61.00
8/9/2024Bank of AmericaUpgradeNeutral ➝ Buy$54.00
7/29/2024The Goldman Sachs GroupBoost TargetSell ➝ Sell$40.00 ➝ $53.00
7/26/2024TD CowenBoost TargetHold ➝ Hold$44.00 ➝ $57.00
7/26/2024Compass PointBoost TargetBuy ➝ Buy$54.00 ➝ $60.00
7/26/2024BarclaysBoost TargetUnderweight ➝ Underweight$32.00 ➝ $37.00
7/26/2024Royal Bank Of CanadaBoost TargetSector Perform ➝ Sector Perform$47.00 ➝ $58.00
7/23/2024JPMorgan Chase & Co.Boost TargetNeutral ➝ Neutral$39.00 ➝ $45.00
7/16/2024Compass PointInitiated CoverageBuy$54.00
7/9/2024Jefferies Financial GroupBoost TargetHold ➝ Hold$35.00 ➝ $45.00
7/9/2024BarclaysBoost TargetUnderweight ➝ Underweight$26.00 ➝ $32.00
6/20/2024JMP SecuritiesReiterated RatingMarket Perform
6/20/2024Royal Bank Of CanadaBoost TargetSector Perform ➝ Sector Perform$38.00 ➝ $45.00
6/20/2024Evercore ISIUpgradeUnderperform ➝ In-Line$42.00 ➝ $45.00
6/17/2024Keefe, Bruyette & WoodsReiterated RatingOutperform ➝ Outperform$67.00 ➝ $67.00
6/7/2024BTIG ResearchInitiated CoverageNeutral
5/2/2024Keefe, Bruyette & WoodsUpgradeMarket Perform ➝ Outperform$38.00 ➝ $67.00
5/1/2024ArgusDowngradeBuy ➝ Hold
4/26/2024BMO Capital MarketsBoost TargetMarket Perform ➝ Market Perform$31.00 ➝ $33.00
4/9/2024BarclaysLower TargetUnderweight ➝ Underweight$27.00 ➝ $26.00
4/4/2024Wolfe ResearchUpgradePeer Perform ➝ Outperform$48.00
1/29/2024BMO Capital MarketsLower TargetMarket Perform ➝ Market Perform$33.00 ➝ $32.00
1/26/2024BarclaysLower TargetUnderweight ➝ Underweight$28.00 ➝ $27.00
1/26/2024Royal Bank Of CanadaReiterated RatingSector Perform ➝ Sector Perform$36.00
1/26/2024JPMorgan Chase & Co.Boost TargetNeutral ➝ Neutral$36.00 ➝ $40.00
1/26/2024OppenheimerUpgradeMarket Perform ➝ Outperform$52.00
1/10/2024BMO Capital MarketsInitiated CoverageMarket Perform$33.00
1/3/2024Evercore ISIDowngradeIn-Line ➝ Underperform$29.00 ➝ $33.00
12/18/2023The Goldman Sachs GroupBoost TargetSell ➝ Sell$27.00 ➝ $31.00
12/18/2023JPMorgan Chase & Co.DowngradeOverweight ➝ Neutral$42.00 ➝ $36.00
12/13/2023Morgan StanleyDowngradeEqual Weight ➝ Underweight$31.00 ➝ $25.00
11/16/2023Morgan StanleyLower TargetEqual Weight ➝ Equal Weight$32.00 ➝ $31.00
11/15/2023BarclaysInitiated CoverageUnderweight$24.00
11/1/2023TD CowenInitiated CoverageMarket Perform
10/27/2023Morgan StanleyLower TargetEqual Weight ➝ Equal Weight$35.00 ➝ $32.00
10/5/2023Bank of AmericaDowngradeBuy ➝ Neutral$44.00 ➝ $36.00
10/3/2023Morgan StanleyLower TargetEqual Weight ➝ Equal Weight$37.00 ➝ $35.00
10/2/2023The Goldman Sachs GroupDowngradeNeutral ➝ Sell$44.00 ➝ $32.00
9/5/2023Raymond James FinancialReiterated RatingOutperform ➝ Sector Perform$46.00 ➝ $43.00
9/5/2023Royal Bank Of CanadaDowngradeOutperform ➝ Sector Perform$46.00 ➝ $43.00
8/22/2023JPMorgan Chase & Co.Boost TargetOverweight ➝ Overweight$41.00 ➝ $49.00
7/28/2023Royal Bank Of CanadaBoost TargetOutperform$40.00 ➝ $46.00
4/11/2023Keefe, Bruyette & WoodsDowngradeOutperform ➝ Market Perform$35.00 ➝ $30.00
4/5/2023Morgan StanleyLower TargetEqual Weight$39.00 ➝ $32.00
4/5/2023The Goldman Sachs GroupLower TargetNeutral$42.00 ➝ $36.00
3/16/2023Keefe, Bruyette & WoodsDowngradeOutperform ➝ Market Perform$60.00 ➝ $35.00
3/10/2023StephensReiterated RatingOverweight$64.00
1/5/2023StephensUpgradeEqual Weight ➝ Overweight$64.00
10/28/2022Royal Bank Of CanadaBoost TargetOutperform$41.00 ➝ $42.00
10/28/2022Credit Suisse GroupBoost TargetNeutral$38.00 ➝ $40.00
10/28/2022The Goldman Sachs GroupBoost TargetNeutral$39.00 ➝ $43.00
10/25/2022JPMorgan Chase & Co.Boost TargetOverweight$54.00 ➝ $55.00
10/6/2022Credit Suisse GroupInitiated CoverageNeutral$38.00
10/5/2022Morgan StanleyLower TargetEqual Weight$45.00 ➝ $39.00
9/20/2022StephensLower Target$64.00
7/29/2022Deutsche Bank AktiengesellschaftLower Target$80.00 ➝ $60.00
7/12/2022Morgan StanleyLower TargetEqual Weight$67.00 ➝ $45.00
7/11/2022Keefe, Bruyette & WoodsLower Target$100.00 ➝ $81.00
(Data available from 12/4/2020 forward)

News Sentiment Rating

1.07 (Buy)

Our news sentiment rating is based on the average sentiment of articles about this company published in the media in the last 30 days of headlines and can range from 2 (very positive sentiment) to -2 (very negative sentiment).

News Sentiment Over Time

Move your mouse over past months for details

Skip to Current Sentiment Summary
  • 29 very positive mentions
  • 15 positive mentions
  • 4 negative mentions
  • 0 very negative mentions
Mentions as of
5/8/2025
  • 36 very positive mentions
  • 13 positive mentions
  • 0 negative mentions
  • 1 very negative mentions
Mentions as of
6/7/2025
  • 14 very positive mentions
  • 10 positive mentions
  • 1 negative mentions
  • 0 very negative mentions
Mentions as of
7/7/2025
  • 21 very positive mentions
  • 18 positive mentions
  • 0 negative mentions
  • 0 very negative mentions
Mentions as of
8/6/2025
  • 30 very positive mentions
  • 14 positive mentions
  • 2 negative mentions
  • 0 very negative mentions
Mentions as of
9/5/2025
  • 24 very positive mentions
  • 9 positive mentions
  • 2 negative mentions
  • 0 very negative mentions
Mentions as of
10/5/2025
  • 24 very positive mentions
  • 37 positive mentions
  • 1 negative mentions
  • 1 very negative mentions
Mentions as of
11/4/2025
  • 30 very positive mentions
  • 17 positive mentions
  • 0 negative mentions
  • 0 very negative mentions
Mentions as of
12/4/2025

Current Sentiment

  • 30 very positive mentions
  • 17 positive mentions
  • 0 negative mentions
  • 0 very negative mentions

Recent Stories by Sentiment

Very Negative

  • No very negative mentions tracked during this time.

Negative

  • No negative mentions tracked during this time.

Positive

Very Positive

Bread Financial logo
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, account origination, and funding services for private label and co-brand credit card programs, as well as through Bread partnerships; and Comenity-branded general purpose cash-back credit. 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, 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. It offers its products under the Bread CashbackTM, Bread PayTM, and Bread SavingsTM 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.
Read More

Today's Range

Now: $71.98
Low: $69.68
High: $72.09

50 Day Range

MA: $61.87
Low: $54.10
High: $71.98

52 Week Range

Now: $71.98
Low: $38.21
High: $72.09

Volume

747,279 shs

Average Volume

687,189 shs

Market Capitalization

$3.29 billion

P/E Ratio

7.33

Dividend Yield

1.29%

Beta

1.28

Frequently Asked Questions

What sell-side analysts currently cover shares of Bread Financial?

The following Wall Street analysts have issued research reports on Bread Financial in the last twelve months: Barclays PLC, BTIG Research, Compass Point, Cowen Inc, Evercore ISI, Jefferies Financial Group Inc., JMP Securities, JPMorgan Chase & Co., Keefe, Bruyette & Woods, Morgan Stanley, Royal Bank Of Canada, TD Cowen, The Goldman Sachs Group, Inc., Wall Street Zen, Weiss Ratings, and Zacks Research.
View the latest analyst ratings for BFH.

What is the current price target for Bread Financial?

0 Wall Street analysts have set twelve-month price targets for Bread Financial in the last year. Their average twelve-month price target is $70.00, suggesting a possible downside of 2.7%. BTIG Research has the highest price target set, predicting BFH will reach $105.00 in the next twelve months. Jefferies Financial Group Inc. has the lowest price target set, forecasting a price of $50.00 for Bread Financial in the next year.
View the latest price targets for BFH.

What is the current consensus analyst rating for Bread Financial?

Bread Financial currently has 4 sell ratings, 6 hold ratings, 4 buy ratings and 1 strong buy rating from Wall Street analysts. The stock has a consensus analyst rating of "Hold." A "hold" rating indicates that analysts believe investors should keep any existing positions they have in BFH, but not buy more shares or sell existing shares.
View the latest ratings for BFH.

What other companies compete with Bread Financial?

Other companies that are similar to Bread Financial include Huntington Bancshares, Ally Financial, American Express, Citigroup and Citizens Financial Group. Learn More about companies similar to Bread Financial.

How do I contact Bread Financial's investor relations team?

Bread Financial's physical mailing address is 3075 Loyalty Circle, Columbus OH, 43219. The company's listed phone number is (614) 729-4000 and its investor relations email address is [email protected]. The official website for Bread Financial is www.breadfinancial.com. Learn More about contacing Bread Financial investor relations.