BFH
Bread Financial Holdings Inc. Common StockConsumer Discretionary · ·
$109.95
▼ $2.39 (-2.1%)
Market Cap
$4.22B
Day Range
$109.69 - $113.06
52-Week Range
$53.83 - $114.12
Beta
—
Next Earnings
21.10.2026
BFH is a stock from the Consumer Cyclical sector — Retail, automotive, and leisure — demand rises and falls with economic sentiment and consumers' disposable income.
🏢 Similar Stocks in the Same Sector
+90.1% (1Y)
This score and all analysis on this page are for informational and educational purposes only and do not constitute investment advice. Read the full disclaimer
Weighted: Technical 25% · Fundamental 20% · Growth 15% · Valuation 15% · News 10% · Quality 10% · Risk 5%
🔍 Cross-Check
Overall Score
🟡 Mixed
Technical Trend
🟢 Bullish
Insiders
🔴 Bearish
✅ Why is the score relatively high?
- 🟢 Earnings per share (EPS) growth: 98.4%
- 🟢 Net income growth: 87.0%
- 🟢 Price is above the 50-day average
- 🟢 Price is above the 200-day average
- 🟢 MACD histogram is positive — rising momentum
⚠️ What's concerning?
- 🔴 Volume is falling despite the price advance — possible weakening
- 🔴 Return on assets (ROA): 2.3% — weak
🚦 Quality & Risk Checks
📰 News Trend
Based on real financial news (Finnhub)Everyone's writing about Bread Financial Holdings Inc. Common Stock. News trend score: 80. Reason: 6 of the last 12 articles are positive, versus 1 negative.
News trend analysis is based on article sentiment only, and is not investment advice or financial counsel. Read the full disclaimer
📈 Technical Analysis
Based on the last 251 trading days, calculated from real price data. Click an indicator for details and a chart.
🟢 Most indicators support an uptrend (9 bullish · 1 bearish · 2 neutral)
Conclusions
- 🟢Price vs. SMA 50 — Price is above the 50-day average
- 🟢Price vs. SMA 200 — Price is above the 200-day average
- 🟢MACD — MACD histogram is positive — rising momentum
- 🟢RSI — RSI 62.2 — healthy positive momentum
- 🟡Stochastic — %K 73.4 — neutral range
- 🟡ADX (trend strength) — ADX 24.3 — weak trend/choppy
- 🔴Volume trend — Volume is falling despite the price advance — possible weakening
- 🟢Relative strength vs. S&P 500 — +19.8% over the last 3 months relative to the index
- 🟢Bollinger Bands — Price is in the upper third of the Bollinger Bands (77%B) — strong momentum (risk of a pullback)
- 🟢ROC (rate of change) — ROC 12 days: 8.1%
- 🟢Parabolic SAR — Price is above the SAR point — uptrend
- 🟢CMF (money flow) — CMF 20 days: 0.17
Wyckoff Method Analysis
A market-structure read based purely on real price and volume data — not full classic Wyckoff schematic identification (Phase A-E), but a quantitative analysis of what can reliably be computed: trading ranges, "effort vs. result", volume within the range, and Spring/Upthrust detection.
The stock is in a clear uptrend with no defined trading range in the period examined.
Medium confidence
Evidence Behind This Read
- 🟢Rising price trend — A 22.3% change over the last 50 days, with no defined trading range.
The Wyckoff Method, developed by Richard Wyckoff in the early 20th century, reads the balance of supply and demand through price and volume, based on the premise that large investors ("smart money") quietly accumulate shares before rallies and quietly distribute them before declines. The read here is based solely on real price and volume data — full, precise identification of classic Wyckoff patterns (such as Phases A-E) requires human chart-reading experience and judgment, so this is an approximate algorithmic read, not a substitute for professional analysis. This should not be considered investment advice.
🎯 Trade Planning (M.A.E.E Framework)
Based on a mechanical trading method: market structure → value zone → ATR-based exit point. Not investment advice — a calculation tool only.
1️⃣ Market Structure
🟢 Uptrend
The price is above the 200-day average — per the market-structure method, this environment mainly favors looking for buying (Long) opportunities.
2️⃣ Value Zone
🟡 Price far from value zone
The price is currently far from the 50-day average — the method recommends waiting for a "pullback" before entering, rather than chasing prices.
3️⃣ Suggested Exit Point (ATR-based)
Method formula: Stop-loss = support minusone ATR margin — this way the stop adapts to the stock's actual volatility, rather than an arbitrary number.
Entry
$109.95
Stop-Loss
$82.33
Risk per Share
$27.62
Direction
Long
Profit Targets by Risk/Reward Ratio (R)
1:2 R
$165.19
1:3 R
$192.82
1:5 R
$248.06
💰 Position Size Calculator
A core principle of the method: never risk a fixed dollar amount — risk a fixed percentage of equity, and let the position size vary according to the risk per share.
Suggested Position Size
3 sh.
💰 Financial Health
Profitability
Gross Margin
—
Operating Margin
—
Net Margin
—
EBITDA Margin
—
Efficiency
ROE
15.6%
ROA
2.3%
ROIC
—
EPS
$11.07
Balance Sheet
Cash
$3.60B
Total Debt
$4.31B
Current Ratio
—
Debt/Equity
1.29
Conclusions
- 🟡Return on equity (ROE) — Return on equity (ROE): 15.6% — reasonable
- 🔴Return on assets (ROA) — Return on assets (ROA): 2.3% — weak
- 🟡Debt-to-equity — Debt/equity: 1.29
🚀 Growth
Revenue
Earnings per Share (EPS)
Net Income
Free Cash Flow (FCF)
אין נתונים היסטוריים זמינים.
Conclusions
- 🟢Earnings per share (EPS) growth — Earnings per share (EPS) growth: 98.4%
- 🟢Net income growth — Net income growth: 87.0%
💵 Dividends
Total dividend per share paid each year, over the last 5 years.
Annual Dividend per Share
| Ex-Dividend Date | Amount per Share |
|---|---|
| 29.5.2026 | $0.230 |
| 27.2.2026 | $0.230 |
| 7.11.2025 | $0.230 |
| 8.8.2025 | $0.210 |
| 9.5.2025 | $0.210 |
| 14.2.2025 | $0.210 |
| 8.11.2024 | $0.210 |
| 9.8.2024 | $0.210 |
| 9.5.2024 | $0.210 |
| 8.2.2024 | $0.210 |
| 10.11.2023 | $0.210 |
| 10.8.2023 | $0.210 |
💎 Fair Value (Valuation)
Not enough cash-flow data to calculate a DCF model for this stock.
Book Value per Share
$69.89
Tangible Book Value per Share (Tangible NAV)
$54.85
Conclusions
- 🟡Tangible Net Asset Value (NAV) — NAV per share: $54.85
- 🟢P/E — P/E: 10.1
🕴️ Insider Trading
Real transactions by officers and insiders, as reported to the SEC on Form 4 — 1 purchases and 4 sales out of the last 25 filings.
| Name | Transaction Type | Date | Shares | Change | Price |
|---|---|---|---|---|---|
| Gerspach John C | Grant/Award from Employer | 15.7.2026 | 49,574 | +730 | — |
| THERIAULT TIMOTHY J | Grant/Award from Employer | 15.6.2026 | 27,384 | +1,638 | — |
| Gerspach John C | Grant/Award from Employer | 15.6.2026 | 48,844 | +1,638 | — |
| TURNEY SHAREN J | Grant/Award from Employer | 15.6.2026 | 23,174 | +1,638 | — |
| Tucker Laurie Anne | Grant/Award from Employer | 15.6.2026 | 35,459 | +1,638 | — |
| St Clair Joyce | Grant/Award from Employer | 15.6.2026 | 11,307 | +1,638 | — |
| Fawcett John J. | Grant/Award from Employer | 15.6.2026 | 12,638 | +1,638 | — |
| Natarajan Rajesh | Grant/Award from Employer | 15.6.2026 | 21,442 | +1,638 | — |
| Lakhwara Praniti | Grant/Award from Employer | 15.6.2026 | 7,260 | +1,638 | — |
| Andretta Ralph J | Open Market Sale | 29.5.2026 | 595,741 | -1,500 | $88.23 |
| Andretta Ralph J | Open Market Sale | 29.5.2026 | 583,241 | -12,500 | $89.17 |
| Andretta Ralph J | Open Market Sale | 29.5.2026 | 582,241 | -1,000 | $89.57 |
| Fawcett John J. | Open Market Purchase | 21.5.2026 | 11,000 | +698 | $86.43 |
| BALLOU ROGER H | Open Market Sale | 24.4.2026 | 30,079 | -9,687 | $90.32 |
| Gerspach John C | Grant/Award from Employer | 15.4.2026 | 47,206 | +483 | — |
| BALLOU ROGER H | Gift | 19.2.2026 | 39,766 | -1,351 | — |
| Driscoll Allegra S | Tax Withholding in Shares | 18.2.2026 | 59,968 | -2,564 | $73.74 |
| Campbell Jonathan Bryan | Tax Withholding in Shares | 18.2.2026 | 37,149 | -1,310 | $73.74 |
| Motes Joseph L III | Tax Withholding in Shares | 18.2.2026 | 129,617 | -1,470 | $73.74 |
| McConnaughey Tammy M | Tax Withholding in Shares | 18.2.2026 | 123,320 | -1,606 | $73.74 |
| Andretta Ralph J | Tax Withholding in Shares | 18.2.2026 | 597,241 | -5,326 | $73.74 |
| Greer Valerie E | Tax Withholding in Shares | 18.2.2026 | 155,352 | -2,003 | $73.74 |
| Beberman Perry S | Tax Withholding in Shares | 18.2.2026 | 121,570 | -2,014 | $73.74 |
| Driscoll Allegra S | Tax Withholding in Shares | 18.2.2026 | 60,780 | -1,752 | $73.74 |
| Driscoll Allegra S | Grant/Award from Employer | 17.2.2026 | 54,656 | +7,109 | — |
📉 Short Interest
Official FINRA data — the number of shares open in short positions, plus daily short-sale activity.
Monthly Trend — Open Short Interest
2,897,085 shares short as of 2026-07-15 · vs. 2,811,844 on 2026-06-30
Official biweekly report (FINRA Rule 4560) — no real higher-frequency data exists for this metric.
Weekly Trend — Daily Short-Sale Activity
74.1% of trading volume this week was short selling, vs. 72.1% the prior week
Based on daily short-sale volume (Reg SHO) — a different metric from the open short interest above: this is daily trading volume, not an open position, so it updates weekly rather than biweekly.
📰 News & Sentiment
Sentiment based on basic keywords (not AI) — 6 positive, 5 neutral, 1 negative out of the last 12 articles.
Fintel · 4.8.2026
Benzinga · 3.8.2026
Benzinga · 28.7.2026
Benzinga · 24.7.2026
Benzinga · 24.7.2026
Benzinga · 24.7.2026
SeekingAlpha · 24.7.2026
SeekingAlpha · 23.7.2026
ChartMill · 23.7.2026
Benzinga · 23.7.2026
Benzinga · 23.7.2026
Benzinga · 23.7.2026