Analysts’ Weekly Ratings Updates for Bread Financial (BFH)

Several brokerages have updated their recommendations and price targets on shares of Bread Financial (NYSE: BFH) in the last few weeks:

• 2/5/2026 – Bread Financial was upgraded by analysts at Evercore Inc from a “hold” rating to an “outperform” rating. They now have a $90.00 price target on the stock.
• 1/30/2026 – Bread Financial had its price target raised by analysts at TD Cowen from $85.00 to $88.00. They now have a “hold” rating on the stock.
• 1/30/2026 – Bread Financial had its price target raised by analysts at Barclays PLC from $61.00 to $64.00. They now have an “underweight” rating on the stock.
• 1/30/2026 – Bread Financial had its price target raised by analysts at Morgan Stanley from $62.00 to $68.00. They now have an “underweight” rating on the stock.
• 1/30/2026 – Bread Financial had its “buy” rating reaffirmed by analysts at BTIG Research. They now have a $98.00 price target on the stock.
• 1/23/2026 – Bread Financial was upgraded by analysts at Wall Street Zen from a “buy” rating to a “strong-buy” rating.
• 1/20/2026 – Bread Financial had its price target raised by analysts at Morgan Stanley from $57.00 to $62.00. They now have an “underweight” rating on the stock.
• 1/12/2026 – Bread Financial had its “sector perform” rating reaffirmed by analysts at Royal Bank Of Canada. They now have a $83.00 price target on the stock.
• 1/8/2026 – Bread Financial had its “hold” rating reaffirmed by analysts at TD Cowen.
• 1/8/2026 – Bread Financial is now covered by analysts at UBS Group AG. They set a “buy” rating and a $92.00 price target on the stock.
• 1/8/2026 – Bread Financial is now covered by analysts at UBS Group AG. They set a “buy” rating and a $92.00 price target on the stock.
• 1/8/2026 – Bread Financial had its price target raised by analysts at TD Cowen from $68.00 to $85.00. They now have a “hold” rating on the stock.
• 1/6/2026 – Bread Financial was given a new $81.00 price target on by analysts at Evercore Inc.
• 1/6/2026 – Bread Financial was upgraded by analysts at The Goldman Sachs Group, Inc. from a “sell” rating to a “hold” rating. They now have a $84.00 price target on the stock.
• 1/6/2026 – Bread Financial had its price target raised by analysts at Barclays PLC from $52.00 to $61.00. They now have an “underweight” rating on the stock.
• 1/2/2026 – Bread Financial had its price target raised by analysts at Keefe, Bruyette & Woods from $82.00 to $92.00. They now have an “outperform” rating on the stock.
• 12/29/2025 – Bread Financial had its “buy (b-)” rating reaffirmed by analysts at Weiss Ratings.
• 12/22/2025 – Bread Financial had its “buy (b-)” rating reaffirmed by analysts at Weiss Ratings.
• 12/22/2025 – Bread Financial was downgraded by analysts at Zacks Research from a “strong-buy” rating to a “hold” rating.

Bread Financial Announces Dividend

The firm also recently announced a quarterly dividend, which will be paid on Monday, March 16th. Shareholders of record on Friday, February 27th will be paid a $0.23 dividend. The ex-dividend date is Friday, February 27th. This represents a $0.92 dividend on an annualized basis and a yield of 1.2%. Bread Financial’s payout ratio is 8.49%.

Bread Financial, formerly known as Alliance Data Systems, is a Columbus, Ohio–based financial services company that specializes in providing private label credit programs, co-brand credit cards and digital payment solutions for retail partners. The company designs, issues and services proprietary credit products, enabling merchants to offer branded financing options that drive customer loyalty and increase basket sizes at the point of sale. Through its Bread technology platform, Bread Financial delivers installment-based payment options that integrate directly into e-commerce and in-store checkout experiences.

In addition to its core credit offerings, Bread Financial provides analytics, marketing and loyalty services to help merchants better understand consumer behavior and optimize promotional strategies.